Link Popularity and PageRank: Important Elements of SE Algorithms

Search engine optimization requires an algorithm of its own. Mainly, an algorithm closely reflecting that of the major search engines. The problem spurs with the lack of public information regarding these algorithms. Therefore, continually SEO techniques are reworked.

One major factor in any algorithm is link popularity. Google has named its link popularity indicator PageRank. Installing the Google Toolbar allows you to see the PageRank of each web page you visit. Why is this important? For many reasons actually, especially if you plan on increasing the visibility of your own web site.

Link Popularity, thus PageRank, does not indicate the overall relevance of a web site to a particular keyword or phrase. Link popularity and PageRank show the relevance and placement of a particular page, whether that page is part of a complex web site or is a singular entity. Link popularity determines the value of each page based on inbound links among other things.

Increasing link popularity is often time consuming. When faced with the task it can be daunting. Where to get links, what kinds of links to get, and how to manage links often results in haphazard linking campaigns. Though it is not impossible. Key reminders when considering link campaigns and increasing link popularity:

• Number of links to a page
• Quality of links to a page
  • Quality = relevance to the page content, keywords optimized, and valuable content from linked site.
• Number of reciprocal links
• Number of outbound only links
• Number of inbound only links
• Link values are split depending on the number of inbound vs. outbound links from the site linking to your site.
• Inbound links can come from other relevant pages within your own site.
• Managing link campaigns as they grow can become a full time job. It may be in your best interest to seek out quality third party help.

Inbound only links have the greatest PageRank effect. Reciprocal links provide inbound links and produce outbound links. Outbound only links do not “hurt” a site, however these may decrease the overall weight of inbound versus outbound links. Outbound links have the potential to drive traffic away from your site to another site.

Link farms provide an easy out for gaining links to your site. However this practice is not viewed lightly. Often a site owner buys links, receives links, but doesn’t gain much. Previously this practice worked well, however search engines have caught on. Many times your site will not be dropped but it will not receive greater link popularity as many search engines simply do not count these links. Plus, links from these link farms are often placed on web pages containing hundreds or thousands of other links without any quality content or relevance. A better buy would be advertising to increase knowledge of your site.

Ranking well in the search engines takes a lot of work and energy. Link popularity is no different. Once you begin receiving link requests from other sites, build links to sites, and send out requests of your own you will find it to be quite a job to handle. If you buy links on sites you need to maintain payments, making sure your link stays up and active on the site in a specified location, and you’ll need to contact the site owner if there are issues. Building a successful link campaign requires hundreds to thousands of links. Try a link campaign for yourself, then you can determine if a qualified third party should get involved.