I received this affiliate newsletter and thought it may be of some use to others on this forum.
Those little green pixels that appear in your Google toolbar giving
your website a ranking out of ten. (If you haven't got a Google
Toolbar you can get one from Google.) You'll see a lot of advice
out there on how to boost your pagerank, a lot of bragging from
high-pagerank sites and a lot of effort exerted by low-pagerank
sites to try to raise their sites into these hallowed halls.
But does it actually matter in the long run?
First, let's take a basic look at what pagerank actually is. Back
in the dim, dark ages of 1998, Google founders Sergey Brin and
Larry Page presented an article at the World Wide Web Conference
outlining a new way of analyzing websites based on their link
relationships. They called this PageRank, and it is still at the
basis of all Google's web search tools.
The idea is this:
If I link to your site, that is like me making a recommendation for
your site. I'm saying your site is good. The more people you have
recommending your website, the better your website must be.
It's democracy in action -- so many people can't be wrong! So the
first rule of pagerank says that the more recommendations you have,
the higher your pagerank. But that's far too easy.
Bring on rule number 2:
Rule 2 says that links from high pagerank sites will contribute
more to boosting your own pagerank than links from relative
nobodies.
Put it this way, who are you more likely to trust: Someone with a
proven good reputation and association with other people of high
repute, or someone you've just met and don't know anything about?
That's a no-brainer, you'll trust the first. In a way a high
pagerank is similar to a good reputation.
If you've got a recommendation from someone with a good reputation,
then this is going to reflect well on you too. You could get twenty
recommendations from sites with a low pagerank (poor reputation),
but they might not boost your pagerank as much as just two
recommendations from high pagerank sites.
An additional aspect to this second rule is that Google seems to
make distinctions between links that are earned and links that are
bought or traded. Earned links are links from authority blogs and
web communities, news coverage, Yellow page listings, user reviews,
and other organic links.
Links are deemed NOT to be earned if they come from distribution of
articles and press releases, link farms, reciprocal links and
listings on directories that exist solely for the search engines --
ie, ones that humans don't actually visit.
It seems that more PR is passed through earned links than through
the non-earned links. As an analogy -- You're not great when you pay
someone to say you're great, or when you play "you scratch my back,
I'll scratch yours." (See my last blog post for an example!) You're
more great when someone randomly recognizes you on the street and
runs after you yelling "Dude, you're great!"
The third rule of pagerank states that the benefit (the little
boost to your pagerank) passed on through a link is diluted if
there are many other links coming out from that page.
Imagine I have an excellent reputation, a nice high pagerank, but I
am very generous with my recommendations. In fact I'm so nice, I'll
recommend anything -- all you need to do is ask and you can join
10,000 other recommendations on my website.
In this situation you're perhaps less likely to trust my judgement,
aren't you? You'll think I'm a soft-touch. If I only had one
recommendation on my site then that site I'm recommending must be
pretty darn good, so it gets all the PR value I'm able to pass on.
The fourth rule of pagerank states that a link will only pass on
the full wham of its pagerank once it's been in place for a while.
Links come and go, you might be in favor one week and then old news
the next week, but links that have been around for a long time
indicate enduring value and stronger relationships, so they're more
valuable and will help your pagerank more.
* Note: These "rules", as I put them, are anything but. They're
just assumptions based on observations.
---------------
Taking all these things into consideration, it's relatively easy to
develop a strategy for building your pagerank.
- Write articles and submit them to article sites with the proviso
that people using the articles include your author's "resource box"
containing a link to your site. Be careful that articles you submit
are at least 25% different from articles on your website. When a
search engine sees two identical sites, it will give the most
credit (pagerank, search engine ranking) to the one it sees first --
that can be a bit of a gamble.
- Become an authority on a subject, or create a valuable site that
people will naturally recommend to others.
- Pay someone to find links for you. Elancers (for instance)
typically charge per hour or per qualified link for this service.
- Submit to search directories.
- And so on, and so forth.
But the real question is: Does pagerank actually do anything? Or do
we just get in a big flap about it because it's the most obvious
thing we can actually measure when it comes to SEO?
While Google are adamant that Pagerank still forms the basis for
all their web search tools, it's a smaller piece of the picture
than many people realize.
It's important to remember that your aim is to have your website
rise in the search engine listings for your particular keywords.
Got that? Tattoo it on your forehead in reverse script so you see
it when you look in the mirror.
Then go back to your elementary SEO and you'll see that to help
your website rise in the rankings you need to do the following
things:
- Ensure you're building relevant link relationships with
appropriate sites
- Ensure that people linking to your site are using appropriate
keywords in their link text
- Ensure that your site is suitably optimized for your keywords
So where does PR fit into this? PR is largely a reflection of the
first task on that list. When you have a high PR it means you have
some good links coming your way. If they're the right kind of links
then they (and your PR) might help you in your search engine
rankings, but it's just one part of the picture.
Google has many other considerations when it figures out your
ranking, and you shouldn't focus on your Pagerank at the expense of
these other things.
Where PR is useful is as leverage for building new link
relationships. People will be much more willing to swap links with
a PR6 site than a PR1 site, because that will benefit their PR as
well.
Since they value your association, your link partners will also be
more willing to do as you ask, for example: link using certain
text, or link from certain pages. So a high PR can turn into high
search engine rankings, but indirectly.
It helps you to get good links from good sites. If you're just
about collecting the little green pixels and you don't pay
attention to the quality and relevancy of these links, however,
they're not going to help you VERY much.
And at end of the day, you don't really need PR for getting good
links either. Particularly if you're very charming, or your site is
particularly good.
If you're providing an excellent resource, or you have a service,
gimmick, tool or widget that people love, you're going to find
yourself attracting links and building that PR regardless.
The main point I'm trying to make is that PR is only one piece in a
much more complicated picture, and it's certainly not the be all
and end all for your search engine rankings.
Testament to this fact is that it's by no means uncommon to see
sites with low PR beating high PR sites in the search engines. What
is important is that you take a whole-picture approach to your
search engine optimization, and view PR as simply a reflection of
the strength of the links to your site. If you focus on the rest of
your SEO strategy, then your PR should fall nicely into place as
well.
Those little green pixels that appear in your Google toolbar giving
your website a ranking out of ten. (If you haven't got a Google
Toolbar you can get one from Google.) You'll see a lot of advice
out there on how to boost your pagerank, a lot of bragging from
high-pagerank sites and a lot of effort exerted by low-pagerank
sites to try to raise their sites into these hallowed halls.
But does it actually matter in the long run?
First, let's take a basic look at what pagerank actually is. Back
in the dim, dark ages of 1998, Google founders Sergey Brin and
Larry Page presented an article at the World Wide Web Conference
outlining a new way of analyzing websites based on their link
relationships. They called this PageRank, and it is still at the
basis of all Google's web search tools.
The idea is this:
If I link to your site, that is like me making a recommendation for
your site. I'm saying your site is good. The more people you have
recommending your website, the better your website must be.
It's democracy in action -- so many people can't be wrong! So the
first rule of pagerank says that the more recommendations you have,
the higher your pagerank. But that's far too easy.
Bring on rule number 2:
Rule 2 says that links from high pagerank sites will contribute
more to boosting your own pagerank than links from relative
nobodies.
Put it this way, who are you more likely to trust: Someone with a
proven good reputation and association with other people of high
repute, or someone you've just met and don't know anything about?
That's a no-brainer, you'll trust the first. In a way a high
pagerank is similar to a good reputation.
If you've got a recommendation from someone with a good reputation,
then this is going to reflect well on you too. You could get twenty
recommendations from sites with a low pagerank (poor reputation),
but they might not boost your pagerank as much as just two
recommendations from high pagerank sites.
An additional aspect to this second rule is that Google seems to
make distinctions between links that are earned and links that are
bought or traded. Earned links are links from authority blogs and
web communities, news coverage, Yellow page listings, user reviews,
and other organic links.
Links are deemed NOT to be earned if they come from distribution of
articles and press releases, link farms, reciprocal links and
listings on directories that exist solely for the search engines --
ie, ones that humans don't actually visit.
It seems that more PR is passed through earned links than through
the non-earned links. As an analogy -- You're not great when you pay
someone to say you're great, or when you play "you scratch my back,
I'll scratch yours." (See my last blog post for an example!) You're
more great when someone randomly recognizes you on the street and
runs after you yelling "Dude, you're great!"
The third rule of pagerank states that the benefit (the little
boost to your pagerank) passed on through a link is diluted if
there are many other links coming out from that page.
Imagine I have an excellent reputation, a nice high pagerank, but I
am very generous with my recommendations. In fact I'm so nice, I'll
recommend anything -- all you need to do is ask and you can join
10,000 other recommendations on my website.
In this situation you're perhaps less likely to trust my judgement,
aren't you? You'll think I'm a soft-touch. If I only had one
recommendation on my site then that site I'm recommending must be
pretty darn good, so it gets all the PR value I'm able to pass on.
The fourth rule of pagerank states that a link will only pass on
the full wham of its pagerank once it's been in place for a while.
Links come and go, you might be in favor one week and then old news
the next week, but links that have been around for a long time
indicate enduring value and stronger relationships, so they're more
valuable and will help your pagerank more.
* Note: These "rules", as I put them, are anything but. They're
just assumptions based on observations.
---------------
Taking all these things into consideration, it's relatively easy to
develop a strategy for building your pagerank.
- Write articles and submit them to article sites with the proviso
that people using the articles include your author's "resource box"
containing a link to your site. Be careful that articles you submit
are at least 25% different from articles on your website. When a
search engine sees two identical sites, it will give the most
credit (pagerank, search engine ranking) to the one it sees first --
that can be a bit of a gamble.
- Become an authority on a subject, or create a valuable site that
people will naturally recommend to others.
- Pay someone to find links for you. Elancers (for instance)
typically charge per hour or per qualified link for this service.
- Submit to search directories.
- And so on, and so forth.
But the real question is: Does pagerank actually do anything? Or do
we just get in a big flap about it because it's the most obvious
thing we can actually measure when it comes to SEO?
While Google are adamant that Pagerank still forms the basis for
all their web search tools, it's a smaller piece of the picture
than many people realize.
It's important to remember that your aim is to have your website
rise in the search engine listings for your particular keywords.
Got that? Tattoo it on your forehead in reverse script so you see
it when you look in the mirror.
Then go back to your elementary SEO and you'll see that to help
your website rise in the rankings you need to do the following
things:
- Ensure you're building relevant link relationships with
appropriate sites
- Ensure that people linking to your site are using appropriate
keywords in their link text
- Ensure that your site is suitably optimized for your keywords
So where does PR fit into this? PR is largely a reflection of the
first task on that list. When you have a high PR it means you have
some good links coming your way. If they're the right kind of links
then they (and your PR) might help you in your search engine
rankings, but it's just one part of the picture.
Google has many other considerations when it figures out your
ranking, and you shouldn't focus on your Pagerank at the expense of
these other things.
Where PR is useful is as leverage for building new link
relationships. People will be much more willing to swap links with
a PR6 site than a PR1 site, because that will benefit their PR as
well.
Since they value your association, your link partners will also be
more willing to do as you ask, for example: link using certain
text, or link from certain pages. So a high PR can turn into high
search engine rankings, but indirectly.
It helps you to get good links from good sites. If you're just
about collecting the little green pixels and you don't pay
attention to the quality and relevancy of these links, however,
they're not going to help you VERY much.
And at end of the day, you don't really need PR for getting good
links either. Particularly if you're very charming, or your site is
particularly good.
If you're providing an excellent resource, or you have a service,
gimmick, tool or widget that people love, you're going to find
yourself attracting links and building that PR regardless.
The main point I'm trying to make is that PR is only one piece in a
much more complicated picture, and it's certainly not the be all
and end all for your search engine rankings.
Testament to this fact is that it's by no means uncommon to see
sites with low PR beating high PR sites in the search engines. What
is important is that you take a whole-picture approach to your
search engine optimization, and view PR as simply a reflection of
the strength of the links to your site. If you focus on the rest of
your SEO strategy, then your PR should fall nicely into place as
well.
