Google Search Engine Results and PageRank

Google Search Engine Results and PageRank

You probably know that search engines provide free, unlimited, targeted traffic, but do you know which ones to target? Just one search engine, Google, now provides nearly 75% of all search results on the web, with service contracts with other search engine giants like AOL and Yahoo! Web Matches. This makes a high ranking on Google critical to a website's success... but how do you get there?

One key to Google's rankings is in their proprietary PageRank™ technology, which assigns all indexed pages a ranking, based on Googlebot's evaluation of that page's importance. These rankings are on an infinite scale and are kept secret; the ranks given on the Google Toolbar, however, range from 0 to 10 and are based on the true PageRank™. On this scale, websites such as google.com, microsoft.com, and netscape.com are "tens." Ebay is around a "9," as is CNN.com. The primary factor in a PageRank™ is a site's "link popularity" - the number of websites known to Google which link to the website in question. Here's the catch - the actual "link popularity" also depends on the PageRank™ of the linking sites!

So, doing well on the search engines means doing well on Google, which means getting a high PageRank™, which means high link popularity. Of course, how well you do also depends on the relevancy of your page to users searches... in fact, there are more than 100 factors in a good ranking - and that's just for Google! Because of the intense competition for keywords and rankings, the experience of a Search Engine Optimizer is invaluable.

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