I have heard a lot about link popularity. But, I have not understood the concept and its importance. My associate told me that it is a general representation of a total number of web pages that are linked to a particular site. It helps to determine the position of a website on the search result page. As link can improve the PR, it says the popularity of the links is known with the count of the links pointing to one’s site via another site. For the same, the content of both the incoming links and outbound links should be attractive. Is this true?