WWW, as you may know, stands for World Wide Web. It's a web because it it's connected by links. Sites all over the web link to one another, creating a path for users to click from page to the next. Often those pages are to different sites. This is the way it has worked for years. Just think what it would be like if sites couldn't freely link to one another. The web would be broken, and users would suffer.
When Google launched with its PageRank algorithm, it was a revolution in search. It seemed to be a better way of doing search. It gave a rhyme and reason to the ranking of search results. Today, Google uses over 200 signals to rank its search results, which are becoming more personalized than ever before. PageRank still matters, but it's far from the only thing that matters.Yet, it is PageRank that has given links on the web so much power to influence the visibility of web content. Now that just about everyone is on the web, everyone is fighting to have their content seen. Once upon a time, you would have thought: the more links the better. More links can only lead to more chances people will see your content. Now, somewhat ironically, people are finding that that the links they have out there are making their content less visible. In some cases, they're making it practically non-existent in Google, or at least so buried, it might as well be non-existent.