Dear Ross,
I’m still not too clear on this whole PageRank thing that Google does. From what I can gather, the incoming links have no weight in the PageRank, only links leaving my site and going to other sites (so competitors can’t lower your PageRank by linking to you with low-ranked sites). So, all I have to do is find all the highly ranked pages out there, and link to them? Or do they have to be in the same general category as my site? What’s to stop me from creating several sites at several different domains, each under a slightly different yet overlapping category, and linking to the top PageRanked sites (to give my sites high PageRanks), then linking each of my sites together to get even higher PageRanks?
For instance, say my first site is about futures investing, and I link to all the highest ranked futures-related sites out there to get a high ranking. Then, I create a site on a different domain about stock investing, and link to all the highest ranked stock investing sites, then do the same for bonds, mutual funds, real estate, IPOs, etc., etc. Then, I link each of my highly PageRanked sites to the next. Or am I mistaken about PageRank?
Ross:
No, PageRank works in the opposite way. Here is the explanation straight from the horse’s mouth:
PageRank Explained (found at: http://www.google.com/technology/)
PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.”
D.B.:
What’s the best way to go about getting a decent PageRank? Right now, our PageRank (as measured by the Google toolbar PageRank thingy), is about 1/3 of the way from ’empty’. We just set the site up three months ago (it’s been submitted 6 times to the search engines so far, using a combination of an automatic submitter, and hand submission), and I’m very meticulous about our reciprocal link program, seeking out and creating reciprocal links with highly trafficked sites with a higher PageRank than us (we’ve got 36 reciprocal links so far). Is our PageRank high, normal or low for these circumstances?
Ross:
If you have been fairly diligent about the quality of links pointing to your web site then your listings should reflect this. If they are not then the competition may be fiercer than you had expected and you will require more high-quality reciprocal links. But keep in mind that PageRank is only a portion of the Google algorithm. Is your page properly optimized? For example, is your site full of useful and relevant content and links? Are your page titles properly tweaked to ensure coordination with the page topic? How about your Meta tags? Metas are not as important as they used to be but they still play a role in your placements. There are many reasons why your site may not be hitting the top placements that you are looking for but if you properly continue to cover the basics you should see improvements.
D.B.:
Also, we score really high for our search terms (I did some research and found the most used keywords that people type in when looking for futures and options investments, then used those keywords in our site), but when I do a search for more generic terms, we’re not even in the rankings, it seems. Is there a way to have high rankings in the search engines for both specific search terms, and more generic ones?
Ross:
Scoring well for both generic and technical terms is a hefty achievement that although possible, requires a well optimized web site with a distinct goal in mind. For example, if your ultimate goal was a well searched generic term like “future trading” then you should optimize your home page to perform well under this phrase. At the same time, you can optimize separate sections or pages of your site for other key phrases you do not wish to lose placement on.
You should be aware though, that obtaining top placements under a number of generic phrases is often very difficult, especially in competitive markets. Be sure that you are focusing on a phrase that delivers the kind of targeted traffic that you need and you will be in a better position.
All in all, my best piece of advice is one given to me a while ago by a mentor of mine: “Maintain focus! Do NOT get sidetracked and try to be everything to everyone.” In this case, get better placements under the phrases that you know are going to drive business your way. There may be many other phrases you are not performing well under, just do the best under the term/s you have chosen. If a term is not the performer that you thought then you can consider other another phrase. Be methodical and your hard work will pay off.
Ross Dunn is the CEO and founder of StepForth Search Engine Placement Inc., an SEO firm that has been providing expert services since 1997. Rosss considerable experience in the world of search has made him a respected writer for countless publications and an SEO consultant for small business and Fortune 500 web properties.
