Hi Malcolm I am the owner of the site you mention and the amount of links pointing to the site does seem to be helping although not as much as i thought it would. What i have noticed is that after about a week of changing the anchor text links the site ranks on the first page of google for that search term. I change the anchor text about once every two weeks and now the site is ranking extremely high (page 1) for every anchor text keyword ive chosen. The type of keywords i choose to put in the anchor texts attracts they type of website owner which is more likely to participate thus a snowball of incoming links, the site now have a total (google, msn and yahoo) of around 96,000 backlinks. Im pretty sure though if i get enough links pointing to the same page then this should eventually give that page a very high pr, but it will take a vast amount. Lee