March 22, 2007 17:04
Category: Optimizing
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At the outset, let me say PageRank is not something that snatches my sleep. The reason has more to do with the fact that howsoever I try, I, as a content writer, have no control to influence it. True, I occasionally glance at it in the toolbar sitting on top of my browser, but that's all about it.
But, looking at volumes of writings about PageRank, there's no doubt SEO practitioners and fellow website owners keep a hawk eye on their computer screen to take in the first hint of any PageRank update if and when that occurs.
And after it occurs, it will be an anxious wait till the dust settles, before scurrying off with renewed vigor to work on ways to further improve.
Why so much bother? Does PageRank matter much? The short answer is yes, but not as much as it is made out to be. Let us talk things over.
What we know
For the first lesson on PageRank, let us efer to what Google says. According to Google, "PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value".
Elaborating, Google says 2 things. One, more the number of incoming links to a webpage, more is the 'number of votes' for that page. But then comes the second rider.
According to Google, it also analyzes the page that sends links and attempts to figure out how 'important' or 'relevant' this page (rather its content) is vis-a-vis the page which it links to.
A broad explanation can be that a link from a fishing-related webpage to another on same topic makes more sense in the eyes of Google than that to a fishing-related webpage coming from say a watch manufacturing company.
A succinct elaboration of the technology behind PageRank is provided by Google. Have a look, it's not heavy in tech jargon. The underlying idea is to provide searchers as accurate search results as possible.
Incidentally, as Google explains, the life span of a Google query normally lasts less than half a second, yet involves a number of different steps that must be completed before results can be delivered to a person seeking information. Awesome, won't you say!
What we do not know
Google's explanations notwithstanding, for most of us prediction of PageRank continues to be an enigma. Does any one know for sure how PR works? Ian Rogers of IPR Computing has in this essay explained as to how PageRank is calculated by Google.
Ians' is too mathematical, but even if you are able to crack the equation to calculate PageRank, what remains unknown is which set of its data Google uses from its databank for finding out the PageRank of your webpage. This essentially translates to no more than second-guessing as to what the next PR would be.
It would therefore be not wrong to say that most of the users (and indeed the SEO experts) do not know what their PageRank would be next time. (Having said that, I must not consciously deny readers of this article to know what their supposedly Future PageRank will be.)
Why the hype
According to me, herein lies a superb marketing strategy. Ever wondered why Google thought it pertinent to let PageRank displayed in its toolbar? On the face of it, there appears no need really, except to stoke the fire of chasing a mirage. You see a mirage as much as you know how PR is calculated. But try as best as you would, you cannot decide your PR.
In the process Google gains. An enormous volume of writings (like this one) centers around Google. Whatever Google does is news in an instant. There is a whole lot of 'pure' Google-watchers out there whose job it is to only report on the giant search company. Publicity sans cost, not bad that.
The link companies
Google's wish notwithstanding, there is no denying that PageRank mystery has given birth to thousands of link-related business. Since Google is explicit in explaining at how it looks at links, it has been easy for link-making companies to work out their preliminary business strategy. Beyond that it's purely rat race of garnering share of link-hungry websites. All the time, Google remains unfazed, except occasionally churning it topsy-turvy to keep PR mystery alive.
What can you do?
I feel one needs not overly bother about PageRank. Do not get me wrong! PageRank is very real. What is not is your ability to alter it any sooner. There should not be any express-effort to 'acquire' links. Instead, maintain focus on adding and enriching your web content, for only that would create a permanence of interest among your viewers over a period of time.
Emphasis ought to be on creating value to your viewers' time, so that there is always something new to learn, something more to know. Along the way if you pick up a good link or two every now and then, that will be more than welcome.
Are you in a hurry?
Perfectly plausible. Not everyone can be expected to wait for a hike in PageRank. There are targets to be met, money to be earned. Then again, even a high PR may not instantly lead to bigger traffic. So pretty soon, you may ponder how long it will be to profit from your web venture.
If that is your story, Google has a ready solution. Hop on to the bandwagon called Google AdWords (or, Yahoo!'s Overture or one among several others). In sharp contrast with PageRank, AdWords users can actually control their accounts in order to attain more visibility.
