A decent article which encourages discussion and healthy debate. Reading some of the comments I see it also highlights some of the misunderstandings some people (including some SEOs) have of Google PageRank. Toolbar PageRank is not the same thing as PageRank. The little green bar (Toolbar PageRank) was never a very accurate metric and told you very little about the value of any particular web page. It may have been officially killed off earlier this year, but the truth is its been dead for many years. Real PageRank on the other hand, is at the core of Google’s algorithm and remains very important.

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.


PageRank as a visible score has been dying a slow death since around 2010, I’d say. Pulling it from the Google Toolbar makes it official, puts the final nail in the visible PageRank score coffin. The few actually viewing it within Internet Explorer, itself a depreciated browser, aren’t many. The real impact in dropping it from the toolbar means that third parties can no longer find ways to pull those scores automatically.
Achieving the ideal SERP takes a comprehensive brand-building campaign that includes core site optimization, content creation and distribution, manual claiming and syndication of your NAP and ongoing monitoring for accuracy, as well as a strategy for gathering a regular stream of reviews. With the right strategy and approach, you’ll start gaining more traction with search engines and converting browsers into actual customers.
The flat-rate model is particularly common to comparison shopping engines, which typically publish rate cards.[5] However, these rates are sometimes minimal, and advertisers can pay more for greater visibility. These sites are usually neatly compartmentalized into product or service categories, allowing a high degree of targeting by advertisers. In many cases, the entire core content of these sites is paid ads.
Google works because it relies on the millions of individuals posting links on websites to help determine which other sites offer content of value. Google assesses the importance of every web page using a variety of techniques, including its patented PageRank™ algorithm which analyzes which sites have been “voted” the best sources of information by other pages across the web.
And that sense of context has grown from simple matching of words, and then of phrases, to the matching of ideas. And the meanings of those ideas change over time and context. Successful matching can be crowd sourced, what are others currently searching for and clicking on, when one enters keywords related to those other searches. And the crowd sourcing may be focused based upon one's own social networking.
Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[63] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[64] As of 2006, Google had an 85–90% market share in Germany.[65] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[65] As of June 2008, the marketshare of Google in the UK was close to 90% according to Hitwise.[66] That market share is achieved in a number of countries.

Inbound links (links into the site from the outside) are one way to increase a site’s total PageRank. The other is to add more pages. Where the links come from doesn’t matter. Google recognizes that a webmaster has no control over other sites linking into a site, and so sites are not penalized because of where the links come from. There is an exception to this rule but it is rare and doesn’t concern this article. It isn’t something that a webmaster can accidentally do.
A PageRank results from a mathematical algorithm based on the webgraph, created by all World Wide Web pages as nodes and hyperlinks as edges, taking into consideration authority hubs such as cnn.com or usa.gov. The rank value indicates an importance of a particular page. A hyperlink to a page counts as a vote of support. The PageRank of a page is defined recursively and depends on the number and PageRank metric of all pages that link to it ("incoming links"). A page that is linked to by many pages with high PageRank receives a high rank itself.

If you are using Responsive Web Design, use meta name="viewport" tag to tell the browser how to adjust the content. If you use Dynamic Serving, use the Vary HTTP header to signal your changes depending on the user-agent. If you are using separate URLs, signal the relationship between two URLs by tag with rel="canonical" and rel="alternate" elements.
More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.
You can create combinations of remarketing lists. For instance, if you have a subscription-based service that needs renewal every 30 days, you could create one list for visitors of your “thank you” page that lasts 30 days and another that lasts 60 days. You could target the one that lasts 60 days while blocking the 30 days one. This would target people who have visited the “thank you” page 30-60 days after that conversion, and you could use ad copy like “time to renew your subscription.”
So, the good news is that there are powerful reasons for creating a digital strategy and transforming your marketing which you can use to persuade your colleagues and clients. There is also now a lot of experience from how other businesses have successfully integrated digital marketing into their activities as explained in the example digital plans, templates and best practices in our digital marketing strategy toolkit.
In order to engage customers, retailers must shift from a linear marketing approach of one-way communication to a value exchange model of mutual dialogue and benefit-sharing between provider and consumer.[21] Exchanges are more non-linear, free flowing, and both one-to-many or one-on-one.[5] The spread of information and awareness can occur across numerous channels, such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and a variety of other platforms. Online communities and social networks allow individuals to easily create content and publicly publish their opinions, experiences, and thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.[22]
Imagine that you've created the definitive Web site on a subject -- we'll use skydiving as an example. Your site is so new that it's not even listed on any SERPs yet, so your first step is to submit your site to search engines like Google and Yahoo. The Web pages on your skydiving site include useful information, exciting photographs and helpful links guiding visitors to other resources. Even with the best information about skydiving on the Web, your site may not crack the top page of results on major search engines. When people search for the term "skydiving," they could end up going to inferior Web sites because yours isn't in the top results.
The world is mobile today. Most people are searching on Google using a mobile device. The desktop version of a site might be difficult to view and use on a mobile device. As a result, having a mobile ready site is critical to your online presence. In fact, starting in late 2016, Google has begun experiments to primarily use the mobile version of a site's content41 for ranking, parsing structured data, and generating snippets.
queries results favorite services tools summary special characters narrowing search shortcuts fine tune developing websites preferences URLs advanced search google guide accounts translation synonyms stop words search box prices PageRank news dictionary cookies ads toolbar spelling search terms search operators safe search phrase phone number operators numbers hyphen driving directions broadening search languages calculator
PageRank is a link analysis algorithm and it assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of "measuring" its relative importance within the set. The algorithm may be applied to any collection of entities with reciprocal quotations and references. The numerical weight that it assigns to any given element E is referred to as the PageRank of E and denoted by {\displaystyle PR(E).} Other factors like Author Rank can contribute to the importance of an entity.
Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.[53] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list.[54]
The formula uses a model of a random surfer who gets bored after several clicks and switches to a random page. The PageRank value of a page reflects the chance that the random surfer will land on that page by clicking on a link. It can be understood as a Markov chain in which the states are pages, and the transitions, which are all equally probable, are the links between pages.
Call extensions are available in both Google and Bing and give advertisers two possibilities. On mobile devices, call extensions supplement ads with the ability to click-to-call, giving mobile searchers an easy way to call the business. Keep in mind that call extensions are now part of AdWords’ dynamic ad extension options. In the event that calls are of no use to your business, consider opting out of this feature.
A disadvantage of digital advertising is the large amount of competing goods and services that are also using the same digital marketing strategies. For example, when someone searches for a specific product from a specific company online, if a similar company uses targeted advertising online then they can appear on the customer's home page, allowing the customer to look at alternative options for a cheaper price or better quality of the same product or a quicker way of finding what they want online.
Let’s face it. To have your site ranked on Google organically can take a lot of work and involves an in-depth knowledge of how websites are put together. If you are not a web expert, and are looking to have your site ranked on Google to bring new traffic to your site, then perhaps a Google Adwords or Pay-Per-Click (PPC) campaign is for you. So, how does PPC work?
Page and Brin's theory is that the most important pages on the Internet are the pages with the most links leading to them. PageRank thinks of links as votes, where a page linking to another page is casting a vote. The idea comes from academia, where citation counts are used to find the importance of researchers and research. The more often a particular paper is cited by other papers, the more important that paper is deemed. 
Looking at the count of Impressions will provide you the total number of instances where keywords triggered ads to be shown on a search engine results page (SERP). When a search is performed in Google for the phrase “Hawaiian vacation with kids”, the following advertisers (1-3) each increased their impression count by one (+1) because of the search.
The Google toolbar range is from 1 to 10. (They sometimes show 0, but that figure isn’t believed to be a PageRank calculation result). What Google does is divide the full range of actual PageRanks on the web into 10 parts – each part is represented by a value as shown in the toolbar. So the toolbar values only show what part of the overall range a page’s PageRank is in, and not the actual PageRank itself. The numbers in the toolbar are just labels.

Remarketing: A platform like Google AdWords often allows you the ability to create audiences of users who have already visited your website. You can create and target these audiences with tailored ads, including image and video ads. If you want to get users who have visited but haven’t bought from you to come back and make a purchase, remarketing can be a cost-effective tactic to increase bottom line. If you’re not running remarketing as part of your digital marketing and PPC, chances are you’re leaving money on the table.
Facebook Ads, which has an unparalleled targeting system (and also allows you to advertise on Instagram). Facebook Ads has two main strengths: retargeting based on segmented marketing and custom audiences and the ability to introduce your brand to customers who didn’t know they wanted it. Google AdWords is all about demand harvesting, while Facebook Ads is all about demand generation.
Use Local Searches to Your Advantage. By default, Google Adwords will set your campaign live nationally. If you are a local merchant, if you ship to a specific area, or provide service (only) to a specific geographic location, it is a best practice to customize your Location Targeting in Google Adwords. Get to Know Your Account Language. Google Adwords provides options specific to language targeting, ad scheduling, devices. As a best practice, always click into the Settings of each campaign to verify your campaign is set up properly.
Having a ‘keyword rich’ domain name may lead to closer scrutiny from Google. According to Moz, Google has “de-prioritized sites with keyword-rich domains that aren’t otherwise high-quality. Having a keyword in your domain can still be beneficial, but it can also lead to closer scrutiny and a possible negative ranking effect from search engines—so tread carefully.”
If the value of a lead or engagement is a bit unclear, I recommend you take a close look at the lifetime value (LTV) of your customers. Don’t just think about how much profit they’ll bring in on the first sale, consider how much your average customer spends over the lifetime of their relationship with you. Compare this against your conversion rate and you’ll be able to better assess how much you can afford to bid.
Display Network – This network consists of millions of sites that agree to show Google text, image, and video ads. These ads are shown within the site’s content and don’t utilize traditional keyword based targeting, but rather audiences and demographics. For example, a user may visit a blog that speaks to the history of coffee tables. Even though the user isn’t necessarily in a buying mode, the content is relevant to coffee tables. The user may or may not click the ad, but is ultimately now aware of the brand.
Customer acquisition costs money. Whether you write a check for a billboard, pay for a radio spot or invest in online marketing, advertising costs money. The good news is, PPC marketing is one of THE most accountable and measurable forms of marketing. So start spending. Create a budget you’re comfortable with, spend money to buy test traffic and take copious notes on what works and what doesn’t for your business.

Once consumers can access this content, they want to engage with something that fits their needs and is sensory and interactive — from the early popularity of web portals to the spread of online video, to the next generation virtual realities. Their digital desires are marked by a thirst for content. The old media adage that “content is king" is correct. There is no question that the desire to engage with content is a key driver of customer behavior.


This URL clearly shows the hierarchy of the information on the page (history as it pertains to video games in the context of games in general). This information is used to determine the relevancy of a given web page by the search engines. Due to the hierarchy, the engines can deduce that the page likely doesn’t pertain to history in general but rather to that of the history of video games. This makes it an ideal candidate for search results related to video game history. All of this information can be speculated on without even needing to process the content on the page.
From this, we could conclude that a link from a page with PR4 and 5 outbound links is worth more than a link from a page with PR8 and 100 outbound links. The PageRank of a page that links to yours is important but the number of links on that page is also important. The more links there are on a page, the less PageRank value your page will receive from it.
Search Results: Ordered by relevance to your query, with the result that Google considers the most relevant listed first. Consequently you are likely to find what you’re seeking quickly by looking at the results in the order in which they appear. Google assesses relevance by considering over a hundred factors, including how many other pages link to the page, the positions of the search terms within the page, and the proximity of the search terms to one another.
[42] Matteo Pasquinelli reckons the basis for the belief that PageRank has a social component lies in the idea of attention economy. With attention economy, value is placed on products that receive a greater amount of human attention and the results at the top of the PageRank garner a larger amount of focus then those on subsequent pages. The outcomes with the higher PageRank will therefore enter the human consciousness to a larger extent. These ideas can influence decision-making and the actions of the viewer have a direct relation to the PageRank. They possess a higher potential to attract a user’s attention as their location increases the attention economy attached to the site. With this location they can receive more traffic and their online marketplace will have more purchases. The PageRank of these sites allow them to be trusted and they are able to parlay this trust into increased business.
Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful Google Ads advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.
It doesn’t matter how incredible your business is, how optimized your site is or how much your customers love you—if you aren’t a mega corporation like Nike or Office Max or Macey’s, you’re probably going to struggle to show up at the top of the search engine results page. This is especially true if you’re trying to rank for highly competitive searches where customers are looking for specific products.

The box on the right side of this SERP is known as the Knowledge Graph (also sometimes called the Knowledge Box). This is a feature that Google introduced in 2012 that pulls data to commonly asked questions from sources across the web to provide concise answers to questions in one central location on the SERP. In this case, you can see a wide range of information about Abraham Lincoln, such as the date and place of his birth, his height, the date on which he was assassinated, his political affiliation, and the names of his children – many of which facts have their own links to the relevant pages.
We will be looking at how to organize links so that certain pages end up with a larger proportion of the PageRank than others. Adding to the page’s existing PageRank through the iterations produces different proportions than when the equation is used as published. Since the addition is not a part of the published equation, the results are wrong and the proportioning isn’t accurate.
Connecting the dots between marketing and sales is hugely important -- according to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment. If you can improve your customer's' journey through the buying cycle by using digital technologies, then it's likely to reflect positively on your business's bottom line.
Search Results: Ordered by relevance to your query, with the result that Google considers the most relevant listed first. Consequently you are likely to find what you’re seeking quickly by looking at the results in the order in which they appear. Google assesses relevance by considering over a hundred factors, including how many other pages link to the page, the positions of the search terms within the page, and the proximity of the search terms to one another.
These are paid advertisements via Google AdWords. You can differentiate these from organic (non-paid, earned) results because of the tiny yellow “ad” icon. Normally, you will also see paid ads at the top of the SERP as well. In this book, we are only talking about SEO for organic search results, not advertising through search engines. But it is important to understand the difference as a user, and as a search engine optimizer, as they can both be valuable.
Marketing automation is an integral platform that ties all of your digital marketing together. Without it, your campaigns will look like an unfinished puzzle with a crucial missing piece. Marketing automation software streamlines and automates marketing tasks and workflows. Most importantly, it measures the results and ROI of your digital campaigns, helping you to grow revenue faster.
SEO.com is a certified Google Partner, and our team is filled with specialists in SEO (search engine optimization), PPC (pay per click), eCommerce, social media, Google AdWords, conversion optimization, site usability, databases, apps, and more. Our developers and teams combine creativity and top technical expertise to manage the most effective up to date websites.
The Open Directory Project (ODP) is a Web directory maintained by a large staff of volunteers. Each volunteer oversees a category, and together volunteers list and categorize Web sites into a huge, comprehensive directory. Because a real person evaluates and categorizes each page within the directory, search engines like Google use the ODP as a database for search results. Getting a site listed on the ODP often means it will show up on Google.
[41] Katja Mayer views PageRank as a social network as it connects differing viewpoints and thoughts in a single place. People go to PageRank for information and are flooded with citations of other authors who also have an opinion on the topic. This creates a social aspect where everything can be discussed and collected to provoke thinking. There is a social relationship that exists between PageRank and the people who use it as it is constantly adapting and changing to the shifts in modern society. Viewing the relationship between PageRank and the individual through sociometry allows for an in-depth look at the connection that results.
Google has a very large team of search quality raters that evaluate the quality of search results, that gets fed into a machine learning algorithm. Google’s search quality rater guidelines provide plenty of detail and examples of what Google class as high or low quality content and websites, and their emphasis on wanting to reward sites that clearly show their expertise, authority and trust (EAT).

Danny Sullivan was a journalist and analyst who covered the digital and search marketing space from 1996 through 2017. He was also a cofounder of Third Door Media, which publishes Search Engine Land, Marketing Land, MarTech Today and produces the SMX: Search Marketing Expo and MarTech events. He retired from journalism and Third Door Media in June 2017. You can learn more about him on his personal site & blog He can also be found on Facebook and Twitter.
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]
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As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.
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