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Page Rank, And Query Specific Page Rank 
By: Eric Enge 2007-07-05 Page Rank gets a bad rap sometimes. It's easy to understand why. People got obsessed with Page Rank a few years back, and for a long time, people would not let go of the notion that... ...Page Rank was the only thing you needed to worry about in SEO. For that reason, many really smart SEOs started to downplay it greatly, and to suggest that Page Rank is meaningless. But that's over doing it. Page Rank is still very, very important, and I still use it. Page Rank still provides the best way of measuring the importance of a page, or a site. So let's step back for a minute and talk about what I mean by importance. For example, why is Amazon more highly ranked than Joe's Book Store? Because Amazon has a lot more links (page rank). Ultimately, a search engine has to decide two things about each page, in response to each search query:
2. How important the page is compared to other pages that are relevant to the search query - This is a page rank calculation, as filtered by the relevance of the inbound links. I think of this as "query specific page rank". So if the query is "bananas", and your page is about bananas, and you have an inboubd link from a site about selling used cars, that link will not add very much to the importance score of your page for the query bananas. But if the inbound link is from a page about bananas, on a site about bananas, and uses the word bananas in the anchor text of the link, the inbound link will add a tremendous amount to the importance score of your page. The final kicker is an evaluation of the importance of the linking page and the linking site. One simple way to do that is to look at their page rank. To get really artful though, look at how it ranks in the SERPs for the query bananas. If it's on the first page, you have a killer link. So with this notion of query specific page rank, you have a way of thinking about your linking strategy, and you are acknowledging that page rank is still at the core of that strategy
2. Anchor Text of Inbound Link 3. Global Link Popularity of Site 4. Age of Site 5. Link Popularity within the Site's Internal Link Structure 6. Topical Relevance of Inbound Links to Site 7. Link Popularity of Site in Topical Community 8. Keyword Use in Body Text 9. Global Link Popularity of Linking Site 10. Rate of New Inbound Links to Site So, ultimately, page rank still counts for a lot. And when you adapt that thinking to thinking about Query Specific Page Rank, and relating it to the most important keywords for your site, you are really on the right track with your SEO strategy. Comments Tag: SEO, Search Engine Optimization, Page Rank Add to  Del.icio.us |  Digg |  Reddit |  Furl Have a bookmark! -  About the Author: Eric Enge has established a reputation as a leading search engine marketing expert, and is the author of the Ramblings about SEO blog. Eric is also co-founder of Moving Traffic, Inc., the publisher of City Town Info and Custom Search Guide. |
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