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It’s a type of citation or hyperlink used in the text. If a person says “to be or not to be,” he/she is citing Shakespeare’s character, Hamlet.
Google PageRank algorithm takes into consideration the sources and the number of web page backlinks, then estimates the importance of that page. That is why when you try to search for some goods, information or service, Google and other search engines present website links in a concrete order (from the most valuable to the least important ones).