Google PageRank: Not Worth the Worry
By John Metzler
I notice that a lot of webmasters are obsessed
with Google PageRank (Entire sections of SEO forums are even devoted
to PR). Web sites do not live and die by their PageRank. A PR 6
web site may rank lower than a site with a PR 5 due to other Search
Engine Optimization factors. Search engine results are not proportional
to a web site's PageRank value.
The PageRank value is a representation of a web
site's internal and external link structure. Internally, your web
site's pages should be easily accessible from each other and use
anchor text relevant to the theme of the web site. Externally speaking,
outbound links should be good quality and/or relevant to your web
site's content. And finally, it is widely known that incoming links
also contribute quite a bit to PageRank. There is obviously much
more to achieving good search engine rankings that the above linking
With that being said, many webmasters become obsessed
with the PageRank of their web sites and consider it to be the bottom
line of any search engine marketing campaign. This type of thinking
can cloud a much more important issue of whether or not the client
has seen an improvement in search engine placement and web site
traffic. Always base your achievements on specific rankings for
keywords that have been well-researched. If you go parading around
about achieving a PageRank of 6 for your client, he or she won't
care if they aren't seeing a return on their investment, now will
If you're working to increase your link popularity
through reciprocal links and refuse to link to web sites that are
lower than PR 5, rethink your strategy. Well-designed, well-ranked
sites with informative content are always a safe bet to link out
to. That was my basic strategy with a client of mine in the hospitality
They had a PageRank 4 (at the time of writing
this article, January 2005) and rank at #6 on Google for 'bed and
breakfast directory' (without quotes). The #7 result has a PR 6
and the next three spots in the first page of results are PR 5 web
sites, all higher than my client. This example is repeated throughout
the Web and proves that preoccupying yourself with PageRank can
result in losing sight of more important ranking factors.
An expert at organic SEO, John Metzler has held executive positions in SEO firms since 2001. He offers ethical search engine optimization services at FreshPromo.ca.
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Other SEO articles:
:: Why Optimize Your Site for Search Engines?
:: Google's New SEO Rules
:: What Constitutes a Complete and Effective SEO Campaign?
:: Keeping Your Website Content Relevant
:: Getting Back To SEO Basics
:: Google PageRank: Not Worth The Worry
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