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can someone explain what back links are?
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Back links are simply links to your site from other site. These can feature highly in the ranking methods Google uses, as their logic goes that if lots of people want to link to your site, it must be quite good and so deserves a good ranking.
A major factor is the anchor text, which is the text that is made into the link to your quite. Again this is taken as a factor, so if you have lots of sites linking to your site using the anchor text "quality electricals", then if someone searches on that phrase your site your appear in the listings quite high up.
Its not the be all and end all, there are many other factors taken into your account, but it is considered to be quite important, which is people buy links from other sites, especially ones with a high pagerank.