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The Impact of Page Rank on Digital Marketing
We have all heard of the term Page Rank; but what real relevance does it have to digital marketing and more importantly search engine optimisation. Page Rank is known by most to be one of Google's key barometers for indexing a website in terms of importance but not many businesses are aware of how it directly impacts their search engine rankings.
As an overview Page Rank is a rating between 1 and 10 given by Google to every website it indexes in its search engine; with the higher the rating the more value being attributed by Google to the site. Many companies when formulating their search engine optimisation strategy hence place key focus on improving their websites Page Rank as it is assumed that this would directly increase its organic rankings. But as most good digital marketing experts know the matter is not that simple.
The assumption which is often made in digital marketing that websites with the highest Page Rank also rank the highest organically can be found to not necessarily be the case by typing in different competitive keywords and noticing that the highest ranking website is not necessarily at the top. However what will be noticed is that in general, websites with higher Page Ranks tend to rank nearer to the top on average than websites with lower Page Ranks.
So how exactly is Page Rank important for SEO and your digital marketing strategy? To answer this question it is important to realise that Page Rank which is a value predominantly calculated on link popularity indicates the general value of a website and not its value in relation to a specific keyword or set of keywords. To rank well for a competitive keyword a website not only has to have good link popularity but the links also need to be relevant to the target keywords. Alongside this the on-page optimisation and content on the website has to demonstrate relevancy to Google for the particular keyword. If relevancy criteria are not met for the target keywords then Page Rank on its own is unlikely to have much impact on the websites organic rankings for them.
SEO is a relatively complex digital marketing strategy to effectively implement. If your organisation does not have an in house expert SEO team it is better to appoint a good digital marketing agency to manage the task rather than trying to manage it without the required expertise.
Qudos Digital is a leading digital marketing consultancy and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk
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