How To Build link popularity. Link popularity is very important with regards to search engine placement or ranking. Most Search Engines including Google, place much importance in a Website's link popularity. They use the number of outgoing and incoming links to a Website to determine the importance ( relevance ) of the Website for a particular keyword or keyword phrase. However, incoming links are more important than outgoing links. The Search Engine Google, uses its PagerRank (PR) as a measu.