Back in October many webmasters were panicking as Google apparently reduced the Pagerank of millions of websites. Pandemonium ensued as many webmasters worried themselves sick as to why this had happened and how they could restore their glorious Pagerank back to their website.
Why did this happen?
Lets look first at Pagerank and how it is predetermined. Pagerank is widely speculated to be calculated in accordance with the number and quality of incoming links to a website. It's a complex formula that only Google knows, also noticing the importance of the page that the link originates from. Pagerank is measured on a scale of 1 to 10 but it is not a linear scale ie getting from 8 to 9 is a lot, lot harder than getting from 7 to 8. Also it is believed to include other factors such as the authority and trust of a website.
It is wrongly believed by many webmasters that Pagerank may be the main critical factor that specifies their search engine ranking positions ( SERPS). To be honest there are a large amount of factors that Google looks at to determine the SERPS, One of them IS Pagerank although it can be a deciding factor if all other things are equal.
Over the last few years the result has turned many webmasters into Pagerank junkies. They obsess about their Pagerank, about getting links from other sites with higher Pagerank and declining to link to sites with lower Pagerank etc etc. This has led to a whole industry of websites buying and selling links according to the Pagerank of the link page. And this is what has annoyed the sleeping dragon over at Google.
It has widely been reported that this readjustment of the Pagerank scores is due to Google penalising websites that are involved in the buying and selling of text links, with the sole aim of passing on Pagerank and hence improving their better SERPS.
Also it is suspected that sites have lost Pagerank due to bad linking, broken linking and other general errors. The thought behind this is to do with Trust and Authority - Google thinks that a site with broken links and links to "bad neighbourhoods" is not one that should get a high trust score.
Could this be the sole reason for the Pagerank readjustment?
Unlikely, as it is not believed that this was the sole underlying reason, as various sites were affected that had no involvement in buying or selling links. It is more probable that this was a complete overhaul or readjustments of Google's Pagerank scoring systems, which has led to a complete broad reassessment. The fact that so many experts point to the trading of links as a reason, is a theory that Google are probably pleased to let us believe. Basically, they do not like the buying and selling of links for the purposes of increasing SERPS, so they're happy for us to believe that they've applied penalties to this which they hope will then deter webmasters from doing this in future. The true reasons will probably never be known.
So how can you increase your site's pagerank?
- Initially you should continue to engage in an ongoing link building campaign, getting links from websites of a similar nature to yours. Do not worry about pagerank.
- Avoid certain practices that Google frown upon such as buying and selling of text links. Should you purchase text links for any other reason than to improve pagerank, check that the no follow tag is inserted in the link. Take into account though that it is much safer to avoid them totally.
- Check your site for broken links - including links to other sites, and make sure you don't link to sites that may be considered bad - such as spammy sites and those involved in selling text links.
Too many urban myths exist concerning Pagerank and the truth is it is not the "be all and end all". Try to just concentrate on optimising your site and building incoming links, getting good content and applying a good relevant theme to your website and let everyone else worry about Pagerank. Because ultimately, it just isn't that important.
About the Author:
Robin Porter is CEO of Arpey Internet a london web design company specialising in ecommerce web site design
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