Reference must be made to the papers identified earlier for a greater insight
into these conclusions presented here.
Only pages in the Google index count.
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A web page with a high PageRank which links to
your web site will add considerably more to the PageRank of your own web
page than one with a low PageRank all other matters being equal.
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The PageRank of an individual web page is
positively influenced by links into that page and the whole site is effected
negatively by links out of the site.
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In general terms links out of a site should be
limited to a minimum number of web pages and those web pages should ideally
have low PageRank so that less accumulated PageRank is drained out of the
site as a whole
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Well interlinked web structures tend to garner
a higher combined PageRank than simple or circular linked sites.
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The combined PageRank of a web site is
distributed around the web pages making up the site in a non-equal manner
for most practical web designs.
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Reducing links out from an important page
would tend to improve that pages PageRank
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Linking from an outside link to the most
important page is the best way to capitalize on incoming PageRank
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An internal link is of lesser importance as
far as PageRank is concerned than an external PageRank link. There is a view
that internal links are marked down
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A link from a page that has few outgoing links
is to the benefit of the receiving page. Because of this it can be better to
get a link from say a PR 4 with only a couple of outgoing links rather than
a PR 5 with 100 outgoing links.
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Increasing the number of pages within a web
site by adding more good content should increase the overall web site
PageRank which can be optimally spread out using linking mechanisms that
favour the movement of PageRank to a chosen page. This is true in a closed
system and probably true in a non-closed system. However if many pages are
added to a site containing incoming links and the new pages do not have
incoming links then it is possible that the PageRank of individual web pages
can be lowered to the detriment of the highly ranked pages (refer papers by
Mark Sebek and Phil Craven).
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New pages on a site should be channeled to
give maximum PageRank to the more important pages.
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If a page has a PageRank of 100 and has 10
outgoing links then using Brin and Pages published information each outgoing
link will carry 0.85 x 100/10 = 8.5 PageRank points to each of the 10 linked
pages. This amount of 8.5 is then distributed around the whole web site in a
non linear manner depending upon the internal linking structure and where
the link enters into the site. If there were 100 outgoing links then each
recipient site would only get 0.85 PageRank points.
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Outward links to pdf, Excel files etc do not
drain PageRank from a site. They would be classified as dangling links by
Google. This information could be useful in terms of providing visitors with
useful information on another part of the web without draining any pageRank
away from your own site.
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If there is more than a single outgoing link
to the same destination only one of these is counted. A page linking to
itself has no value to share around.
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It is better to spread out links from new
pages rather than have all point to the same page.
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When you see a web page with a PageRank
showing and you know that that page has not been indexed dont worry. Google
uses some guestimate method based upon similar related sites to show a
PageRank.
To remind readers PageRank is a multiplying factor and if PageRank is zero
(actually cannot be zero ... lowest it can be is 0.15 but for practical intent
assume zero) then your web page will come last on the SERPs. Equally if you have
done a very poor job of using on-page factors then your site might also come in
last even if your PageRank is very high.
Thus it is very important that before worrying about PageRank you make sure that
you optimise your page to ensure you get into Googles short barrel ie become one
of those relatively few results that have your keyword probably in Title, URL
and anchor link text and thus make it into the short barrel.
To reread the background information to these important points go back to the
chapter 13 entitled Introducing the concept of links in relation to web
marketing.
