Feature: Blogging Google

Google Page Rank - It's No Big Deal Anymore

Author: Pat Marcello
Published: July 22, 2011 at 12:14 pm

When Google came on the Internet scene way back in 1998, one of its main features was its ability to rank Web pages by assigning each a number value from 1 to 10. For years, webmasters worried that their page rank (PR) wasn't good enough or that it went down or disappeared entirely when they did something that Google didn't like. It became an obsession and Webmasters all over the world constantly hoped that their page rank would magically increase so that they could cash in on that fabulous, free traffic that Google and other search engines provide.

In a Google Webmaster Central post of June 30, 2011, Google's Susan Moskwa wrote:

"PageRank may have distinguished Google as a search engine when it was founded in 1998; but given [that Google launches] about 9 [improvements] per week on the average — we've had a lot of opportunity to augment and refine our ranking systems over the last decade. PageRank is no longer — if it ever was — the be-all and end-all of ranking."

So, how do you know whether your page is good enough to land on the top pages in Google without looking at your PR? Here are key factors to consider:

  • Relevance
If your keyword is "fishing gear" and your page is about fish varieties, you won't do very well in search. Yet, if your page is optimized for "fishing gear" and you're selling rods and reels, you'd be in a good spot. Webmasters need to assure the relevance of their topics in the keywords they use in pages' titles and Meta descriptions behind the page and in the keywords used on the front of the page. Make sure that they're all relevant to what you want to achieve.
  • Bounce rate
Bounce rate is an indicator of how many people come to your page and "bounce" right off of it when they don't find what they're looking for. Google wants to send people typing in search queries to quality information that answers their questions. It just makes Google more efficient.
  • Click-through rate
How many times does someone click on your link in the search results pages when compared to how many times it is shown? No matter how high your site ranks, if people aren't clicking through, they don't feel that your site will meet their needs. Google wants all 10 results on their pages to have that potential.
  • Conversion rate.
How many times will a visitor do what you want them to do when they arrive at your site? Do they buy something? Do they opt in? Are they taking action on the content you provide? All of this is directly tied to your business and its goals.
Though page rank used to be the be-all and end-all of search engine optimization, that's no longer the case. With the Panda algorithm update, what you're delivering on your page, behind your page, and how happy your customers are is more important than ever before. Keep your content unique, provide amazing and accurate information, and keep working to improve the factors mentioned above. What you'll find is a rise in organic traffic from search, and there's no traffic that's more targeted or better than that.

About this article

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Article Author: Pat Marcello

For the past 20 years, Pat Marcello has been writing professionally and has had 12 books published. She came to the world of online marketing to promote her books, and things sort of progressed from there. …

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