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People with a website of their own often look for ways that can help establish a stronger online presence by enhancing their web visibility. For those looking to get more online viewers to see their web pages need to first understand what is a page rank and what are back links and how do they matter. Understanding the jargons such as pagerank, back links, one-way link, Search Engine Results Page (SERP) and anchor text is crucial to devise an Internet marketing strategy to get more hits for the websites.What is Page rank?Page rank is the Google's link analysis system that gives out a numerical value to every component present in a hyperlinked set of documents in order to assess the relevance of a web page. Developed by Google founder- Larry Page and Sergey Brin, this factor helps in determining which web pages appear in top of the search results. Web pages with greater number of links leading to them are ranked high in search engine. Links are taken as votes by Page rank. G etting an idea about what is page rank and what are back links and why do they matter holds the key to getting higher search engine rankings and more viewers to the desired web page.What are back links and why do they matter?A back link is a link from a different web page pointing to your web page. For instance, if you have a website A and there is a site B with a link pointing to A then you can say that the website A has back link from website B. Pages with more links pointing to them rank better in comparison to websites that have no links. As the sites with more links in them are regarded to have relevant content, they are also more referred to by people and gets higher number of hits.In SEO (Search Engine Optimization) circles, there is a lot of talk about this thing called backlinks. And if you are new to the world of Internet Marketing (IM) or have just launched your first website, you may not understand exactly what they are or even how crucial they are if you are loo king for very high Search Engine rankings on Google.If your web business will use paid advertising such as AdWords, AdBrite or Yahoo's paid ads, then backlinks are something that you do not need to worry about. So, let's assume that you are going to be relying on decent organic rankings in Google (they are the free ones) and you need to get your site high up on Page 1 of Google - preferably #1 - but you don't understand this SEO business or using backlinks and your new web business can't yet afford someone doing this mysterious art for you.In brief, a backlink is a hyperlink (a link that can be clicked on) on a site somewhere else on the web that links back to your website. In its simplest crudest form, that is a backlink.Unlike Bing and Yahoo which are more driven by factors on your site (though together they hold less than 25% of the search engine market), Google uses backlinks (on other sites) to figure out if your new site on, say, Siamese fighting fish, should rank high ly on their search engine results or not.