I thought, seeing as Google appear to be doing another Page Rank update right now, that I’d talk about page rank and its unimportance in the grand scheme of things from the perspective of an Internet marketer. You might not like what you’re going to hear, or then again, maybe you might. It certainly will come as a surprise to some people, that’s for sure.
First of all, what is Page Rank, or PR as its also known in online business circles?
Page Rank is basically a ranking number that is assigned to a web page that is arrived at via a complex algorithm known only to Google that gives some indication as to the presumed authority that web page carries on a scale of 0 to 10. Zero is the lowest rank, while 10 is the highest. But already, this brings up questions as to what is meant by authority. In the sense of PR, authority is a vague assignment of trust given to a page by Google and is arrived at partly on the basis of the number and authority of incoming links from external websites and web pages.
Note: PR is NOT an indicator of SERPs authority or potential for index placement for a given keyword!
Unfortunately for many Internet marketers and e-commerce business owners, including a good number of so-called SEO experts, PR is often misunderstood in the context that if an incoming link originates from a page with a high PR, it will give more SERPs authority to its recipient web page, or site domain. It will not!
The only way to gain SERPs authority is to have sufficient incoming links that are (I’m not telling you) that the recipient wishes to rank for, regardless of the PR of the originating link donor. But that’s a secret, so don’t go telling everyone LOL!
So all these so-called SEO experts who go buying links from high PR sites in the belief that they will enable them to outrank a site with fewer inbound high PR links are mistaken. But we’ll let them keep doing what they do, otherwise if they knew the truth, they’d change the way they work and create more competition for those who really know what they’re doing. Let that be a warning to anyone considering paying an SEO company potentially thousands of dollars for nothing! Sure, they can get your site to the top of the SERPs for a crappy keyword that no one really cares about. I could do that with a single post here if I could be bothered.
Perhaps this very page will rank for the term Page Rank and its Unimportance, without me doing anything to it! We’ll see.
But NO SEO company I know of is capable of getting your website to the top of the SERPs for a highly competitive keyword, such as weight loss, or make money, or credit cards, for instance. If they could, and they really were that good, then don’t you think they’d buy their own domain and SEO it to the top of the SERPs for a huge money generating keyword? Instead of charging clients a few lousy thousand dollars to (not) do it for their sites, they could reap millions from having the top website for one of the real big hitters!
They don’t, period.
Which just goes to show what they know about Page Rank! In fact, PR is really only any use to you as a guide to how much trust Google place in your site, although it is not a definitive guide and certainly not a guide of your site’s potential for ranking in the SERPs for a given keyword.