Search Engine Optimization Fundamentals | Stacey Morgan Smith

A recent post on a professional discussion forum posed several questions regarding PageRank. The questioner wondered how PageRank is calculated, how it affects search engine optimization, how you increase it, and if getting links is all that matters in PageRank and SEO.

There are a lot of different opinions as to the importance of PageRank. Wikipedia explains PageRank in detail, and it’s worth reading; However, it’s important to realize that PageRank is not a popularity number, does not guarantee you high rankings, and can’t convert your customers alone.

PageRank is calculated from points passed through links. It is assumed to be part of Google’s search algorithm, just like onsite content, keyword density, anchor text, URL age, etc. (The algorithm changes frequently, so there are no guarantees!) The algorithm is what Google uses to compute its search engine results pages (SERPs).

No one outside of Google knows how much PR contributes to final rankings. A low PageRank page can and often does rank higher than a high PageRank page in the SERPs if the onsite content on the lower-ranked page is more relevant.

Yes, a top page in the SERPs can receive its ranking purely through inbound links. I’ve seen it happen; However, if the page doesn’t answer a searcher’s question, that top ranking gains nothing for the business.

The real question to ask yourself before becoming obsessed with your page’s PageRank is what is your goal: top ranking or more conversions?

If you want top ranking, I’ve given you some tips. I don’t advise doing them without good content, but if you only want to see a high ranking for your site, these will help.

If your goal is to convert site visitors into customers or members, then you must answer their questions and give them what they are looking for. You must create exceptional content. The happy result is that you generally gain links from other relevant experts or high PageRank sites in your field.

It holds true — content is king.

– Stacey Morgan Smith