Why Don’t People Heat Their Mailboxes?

By: Brian Horn on: December 2nd, 2009 7 Comments

You don’t because unless you have money to throw away, its not a good use of available resources. You’re better off pumping all warm comforting air into your bedroom at night, right?

The same goes for funneling the PageRank (PR) of your site. Why waste valuable PageRank on your Privacy Policy page, T&C page…or any number of other pages that don’t support your sales process or provide valuable content for the search engines?

Let me explain…

PR is the value Google assigns to each page on your website.

Google describes PageRank (from Wikipedia):

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. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important”.

In other words, a PageRank results from a “ballot” among all the other pages on the World Wide Web about how important a page is. A hyperlink to a page counts as a vote of support. The PageRank of a page is defined recursively and depends on the number and PageRank metric of all pages that link to it incoming links. A page that is linked to by many pages with high PageRank receives a high rank itself. If there are no links to a web page there is no support for that page.

Google assigns a numeric weighting from 0-10 for each webpage on the Internet; this PageRank denotes a site’s importance in the eyes of Google. The PageRank is derived from a theoretical probability value on a logarithmic scale like the Richter Scale. The PageRank of a particular page is roughly based upon the quantity of inbound links as well as the PageRank of the pages providing the links. It is known that other factors, e.g. relevance of search words on the page and actual visits to the page reported by the Google toolbar also influence the PageRank

Through certain techniques and strategies, you can control how PR flows through your site, and thereby control what pages are considered the most valuable to Google.

For example, take PR away from your Privacy Policy page (which is probably linked to by EVERY page on your site), and thereby increase value to your other more valuable pages….which in turn would boost your sales page up in Google’s rankings.

Cool, right?

Here are 5 Google Page Rank Sculpting Tips:

  1. Spend Time Wisely — Effective PageRank sculpting takes time and efficient planning. Be sure to devise a game plan before jumping in and leaving efforts incomplete
  2. Sculpt as Early as Possible – Sculpting while a site is being built is easier, and has a more immediate impact as link development takes place.
  3. Be Attentive – Sculpting isn’t a process that you can go about casually.
  4. Sculpt with Multiple Tools – Do not allow yourself to rely on any one medium. Use your robots.txt file, META noindex tags, etc.
  5. Sculpt Your Environment – Make sure that you account inbound links and any quirky problems that Google may have with your site. PageRank comes in from multiple sources, so do not assume that sculpting the flow from your homepage is enough to get the job done right.

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. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote.

Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important”.

Here’s a graphical representation of this concept:

Before Funneling PageRank:

Website without PageRank Funneling

Website without PageRank Funneling

After Funneling PageRank:

Website with PageRank Funneling

Website with PageRank Funneling

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    ABOUT THE AUTHOR:

    Brian Horn, of HornDog Search Marketing, is recognized by many as the "Glazer-Kennedy Secret Weapon", because of his role in helping not only Dan Kennedy and Bill Glazer with search engine optimization and social media, but also many of the top Information Marketers in the world. Brian shares SEO tips for small businesses over at at his blog, BeOnPage1Blog.com.

    7 Responses

    1. Jim Rowe says:

      Im on page one! Way to go Brian Horn

    2. Rob Anspach says:

      …I know so many companies that actually pay big bucks to be rank first on google and they still have no clue on how to get people to buy from their website – or even how to capture the many emails…

      …so any advice that is given to get high page rank that actually works without spending tons of money is always a plus… just make sure you are making a sale or getting an email address

    3. charles says:

      Spend Time Wisely — Effective PageRank sculpting takes time and efficient planning. Be sure to devise a game plan before jumping in and leaving efforts incomplete

      thank you Brian

    4. Thanks for this advice, Brian.

      I’ve actually been in the online biz since 1999 and would you believe I never even thought to add nofollow tags to those pages?

      Thanks again.

    5. Thanks for the refresher from your great presentation at the Info Summit, Brian!

    6. Great advice, Brian, and your explanation is right on point!

    7. Rob Anspach says:

      …actually went though all my sites and revised all the descriptors and nontagged all pages not relavent to the attraction of clients

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