When we write stuff about ourselves, we have a tendency to lie. It is human nature to boost your own worth. This is why meta tags and page copy are nowhere near as powerful as they once were. They have been used and abused.
Links from other webmasters are viewed by search engines as unbiased (or at least less biased), third party votes. While Yahoo! tends to put more weight on page copy than Google does, links are the #1 ranking criteria for competitive phrases in all major search engines.
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