Explaining Google
“Page Rank”
David Duncan
Internet Marketing Consultant
0845 345 2592

Explaining Google “Page
Rank”
• There is much discussion about Google Page Rank,
what it means, and how to improve it. With the Google
toolbar, anyone can perform a short, free software
installation to view the Page Rank of any page on the
Internet.
• For this presentation the term “Page Rank” refers to the
displayed toolbar Page Rank, not Google’s internal page
rank. CONTINUED

• Page Rank is determined by an algorithm loosely
explained as follows: the more sites which link to any
given site (site A), the higher the Page Rank of site A,
however:
– The Page Rank of the sites which link to site A determines the
importance of their link – in other words, sites with higher Page
Ranks cast votes with more weight.
– Regardless of the Page Rank of the external site linking to site
A, a one-way, inbound link will carry more weight than a
reciprocal link.
– Page Rank is only one of over 100 factors used to determine a
site’s organic search ranking – so, while a high Page Rank is
desirable, it is not the determining factor in achieving top
rankings.

Reciprocal Linking
and Page Rank
• Reciprocal linking via link exchange schemes does little in
determining Page Rank. At one time Google considered a link a
“vote” but soon realized that reciprocal linking (two sites linking to
one another), could merely be an agreement between two websites
to help each other artificially increase their Rank Page.
• If you link to a site that engages in known search engine spamming
techniques (such as link farming), you will be penalized for linking to
a “bad neighborhood”.
• Google deals harshly with sites that try to manipulate its ranking
algorithms, or violate its Terms of Inclusion or even sites that link to
these sites. Remember, 10 times out of 10, you are not smarter
than Google, they know all the tricks in the book, and even some
that aren’t in the book.

Insure One-Way Inbound Links
with Good Content
• Rich, quality, unique content makes search engines very
happy, generates interest in your site, which in turn
generates the very valuable one way, inbound links. The
most ethical, effective and quick way to obtain these is
through a weblog coupled with an outbound Atom XML
or RSS site feed and content syndication/article
distribution.
• Blogging lets you update your site with fresh, rich,
unique content on a regular basis. Blogger.com owned
by Google and which Google crawls regularly is the
quickest way to be found. Google ranks these sites
higher than static sites. CONTINUED

• Implementing an outbound XML or RSS feed, coupled
with content syndication, means your updated content
automatically appears on third party web sites who
subscribe to your feed. By default, when your content
appears on a third party site (via XML feed), it
automatically generates an anchor text link back to your
site, for which you do not reciprocate.
• A trained search engine optimization professional will
perform the necessary installations, carry out site
optimization, and then train you on how to write articles
and syndicate your content.
• Article distribution and syndication sites, social
bookmarking icons and links to your blog will add to your
linking power.

I Am Not a Writer
• You are not after a Pulitzer Prize here. Write
about your business or industry, something you
do certainly know a lot about.
• This is not a marketing or sales copy. Your
article should attract a broad audience and be
republished, bookmarked, or linked to across the
web.

Page Rank is not the
“end all and be all”
• By all means, do seek to improve your Page Rank.
However, perform any search on Google and take a look
at the sites listed in the top ten or twenty results, and you
will see that they are not ranked according to their Page
Rank.
• Don’t let Page Rank be the defining factory of a quality
search engine optimization. Search engine optimization
should only be measured by increased traffic over time.

To Learn More
• Contact me on 44 845 345 2592 or email
me david@WSIgotWebSolutions.com