If you take a look at huge sites like Amazon, Wikipedia, Nextag (and similar), etc.,  internal pages of their sites tend to rank very well with what appears to be little or no actual external SEO done to those pages. What is going on here? How can an Amazon page with a total of 6 Yahoo! SiteExplorer backlinks be ranking #1 for a semi-competitive term? It has to do with “total site mass” and it another reason why I prefer to build large stores in a broad niche and then perform SEO at a product or category level for my “micro-niches” within that niche.