Wikipedia, naturally, has an entry about PageRank with more resources you might be interested in. It also covers how some sites using redirection can fake a higher PageRank score than they really have. And since we’re getting all technical — PageRank really isn’t an actual 0 to 10 scale, not behind the scenes. Internal scores are greatly simplified to match up to that system used for visible reporting.
SEO is the process of editing website code and content to build authority and relevancy for keywords for the purpose of increasing the amount of organic search engine traffic (Google, Bing, Yahoo!, etc.) to your website. SEO is what helps search engines find your site in the vast sea of the Internet. This is why SEO Inc, a SEO marketing company, works closely with you to develop custom campaigns for businesses of all sizes.
The results are of two general types, organic search and paid search (i.e., retrieved by the search engine's algorithm) and sponsored (i.e., advertisements). The results are normally ranked by relevance to the query. Each result displayed on the SERP normally includes a title, a link that points to the actual page on the Web and a short description showing where the keywords have matched content within the page for organic results. For sponsored results, the advertiser chooses what to display.
Not all links are counted by Google. For instance, they filter out links from known link farms. Some links can cause a site to be penalized by Google. They rightly figure that webmasters cannot control which sites link to their sites, but they can control which sites they link out to. For this reason, links into a site cannot harm the site, but links from a site can be harmful if they link to penalized sites. So be careful which sites you link to. If a site has PR0, it is usually a penalty, and it would be unwise to link to it.
Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[42] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[42] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).[42] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the users entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).[44]

Your ads will display based on the criteria set on each platform. On Google AdWords, your ad will appear based on keywords, interest targeting, and bid price. On Facebook, your ads will appear based on demographics, interests, audience reach, geographic area, and bid price. PPC bids allow you to set the cost you are willing to pay for an ad to display on a given page. If your competitors fail to meet or exceed your bid, then you will receive the ad placement until your daily budget has been spent.
Display advertising - As the term infers, Online Display Advertisement deals with showcasing promotional messages or ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on the search engines, classified or dynamic advertisement etc. The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method.
Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.
Now you know the difference between impressions and Impression Share (IS). Regularly monitor your Impression Share metrics and quickly fix issues as they arise. Low Impression Share hurts your chances at success by allowing your competitors to gain greater market share. Chances are, your competitors are already closely monitoring their IS and actively optimizing to 100% Impression Share. PPC is a dynamic platform – always look for opportunities to make gains over your competitors.
With brands using the Internet space to reach their target customers; digital marketing has become a beneficial career option as well. At present, companies are more into hiring individuals familiar in implementing digital marketing strategies and this has led the stream to become a preferred choice amongst individuals inspiring institutes to come up and offer professional courses in Digital Marketing.
PageRank gets its name from Google cofounder Larry Page. You can read the original ranking system to calculate PageRank here, if you want. Check out the original paper about how Google worked here, while you’re at it. But for dissecting how Google works today, these documents from 1998 and 2000 won’t help you much. Still, they’ve been pored over, analyzed and unfortunately sometimes spouted as the gospel of how Google operates now.
SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design ("white hat"), and those techniques of which search engines do not approve ("black hat"). The search engines attempt to minimize the effect of the latter, among them spamdexing. Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO.[49] White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.[50]
“I didn’t realize how much we were missing from not having an online presence until I started working with the SEO firm Brick Marketing. The Brick Marketing team took the time to guide us through the SEO process and helped bring our company into the online world. We’ve seen unbelievable success with our new website & owe much of our online lead generation to Brick Marketing’s efforts.”
Google's strategy works well. By focusing on the links going to and from a Web page, the search engine can organize results in a useful way. While there are a few tricks webmasters can use to improve Google standings, the best way to get a top spot is to consistently provide top quality content, which gives other people the incentive to link back to their pages.
Winning a Related Question might resulted in a small CTR bump. However Related Questions are also useful as a method of finding Featured Snippet keyword opportunities related to your existing keywords. If you find Related Questions on a SERP, try tracking the question as a keyword in itself. Most of the time that keyword will have a Featured Snippet which you can win.
You should optimize your site to serve your users' needs. One of those users is a search engine, which helps other users discover your content. Search Engine Optimization is about helping search engines understand and present content. Your site may be smaller or larger than our example site and offer vastly different content, but the optimization topics we discuss below should apply to sites of all sizes and types. We hope our guide gives you some fresh ideas on how to improve your website, and we'd love to hear your questions, feedback, and success stories in the Google Webmaster Help Forum1.
Advertisers pay for each single click they receive, with the actual amount paid based on the amount of bid. It is common practice amongst auction hosts to charge a winning bidder just slightly more (e.g. one penny) than the next highest bidder or the actual amount bid, whichever is lower.[8] This avoids situations where bidders are constantly adjusting their bids by very small amounts to see if they can still win the auction while paying just a little bit less per click.
For search engine optimization purposes, some companies offer to sell high PageRank links to webmasters.[38] As links from higher-PR pages are believed to be more valuable, they tend to be more expensive. It can be an effective and viable marketing strategy to buy link advertisements on content pages of quality and relevant sites to drive traffic and increase a webmaster's link popularity. However, Google has publicly warned webmasters that if they are or were discovered to be selling links for the purpose of conferring PageRank and reputation, their links will be devalued (ignored in the calculation of other pages' PageRanks). The practice of buying and selling links is intensely debated across the Webmaster community. Google advises webmasters to use the nofollow HTML attribute value on sponsored links. According to Matt Cutts, Google is concerned about webmasters who try to game the system, and thereby reduce the quality and relevance of Google search results.[38]

Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also extend to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.


Assume a small universe of four web pages: A, B, C and D. Links from a page to itself are ignored. Multiple outbound links from one page to another page are treated as a single link. PageRank is initialized to the same value for all pages. In the original form of PageRank, the sum of PageRank over all pages was the total number of pages on the web at that time, so each page in this example would have an initial value of 1. However, later versions of PageRank, and the remainder of this section, assume a probability distribution between 0 and 1. Hence the initial value for each page in this example is 0.25.
Simply put, search engine optimization (SEO) is the process of optimizing the content, technical set-up, and reach of your website so that your pages appear at the top of a search engine result for a specific set of keyword terms. Ultimately, the goal is to attract visitors to your website when they search for products, services, or information related to your business.
What that means to us is that we can just go ahead and calculate a page’s PR without knowing the final value of the PR of the other pages. That seems strange but, basically, each time we run the calculation we’re getting a closer estimate of the final value. So all we need to do is remember the each value we calculate and repeat the calculations lots of times until the numbers stop changing much.
Many websites need to contain some outbound links that are nothing to do with PageRank. Unfortunately, all ‘normal’ outbound links leak PageRank. But there are ‘abnormal’ ways of linking to other sites that don’t result in leaks. PageRank is leaked when Google recognizes a link to another site. The answer is to use links that Google doesn’t recognize or count. These include form actions and links contained in javascript code.
There is a possible negative effect of adding new pages. Take a perfectly normal site. It has some inbound links from other sites and its pages have some PageRank. Then a new page is added to the site and is linked to from one or more of the existing pages. The new page will, of course, aquire PageRank from the site’s existing pages. The effect is that, whilst the total PageRank in the site is increased, one or more of the existing pages will suffer a PageRank loss due to the new page making gains. Up to a point, the more new pages that are added, the greater is the loss to the existing pages. With large sites, this effect is unlikely to be noticed but, with smaller ones, it probably would.

SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[60] Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[61] It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic.[62] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.
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