Deep_Inside_Google_Pagerank

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					Deep Inside Google Pagerank

Word Count:
1141

Summary:
PageRank is Google’s way of determining a website’s worth based on the
number of incoming links it has. Essentially, Google counts the number of
links pointing to the site and interprets it as confidence votes. Simply
put, the more votes for a site, the worthier the site is in the eyes of
Google.

Website Ranking

During the years that the web was emerging, numerous sites that have
industry-specific content were continuously being added to the web daily.
Web surfers or se...


Keywords:
google, internet, online business, seo


Article Body:
PageRank is Google’s way of determining a website’s worth based on the
number of incoming links it has. Essentially, Google counts the number of
links pointing to the site and interprets it as confidence votes. Simply
put, the more votes for a site, the worthier the site is in the eyes of
Google.

Website Ranking

During the years that the web was emerging, numerous sites that have
industry-specific content were continuously being added to the web daily.
Web surfers or searchers had very few tools to locate these sites which
they knew existed but had no idea on how they can be accessed. The birth
of Yahoo provided some relief as it organized its directory listing by
classifying each site it discovered and likewise embedded a search engine
in its site. This started the use of keywords existing in the database
for site searching. Other search engines followed suit with the search
trend and relied heavily on Meta tags to classify the relevance of a
website based on keywords found in the tags.

Everything seemed to work out just fine until site owners and webmasters
realized the potential of embedding industry specific keyword phrases in
their Meta tags and other site codes to manipulate higher rankings in
search results. Search engines started getting cluttered with sites that
spammed their content with the abuse of relevant keywords. Most had the
keywords but had poor content. The credibility and relevance of search
engines were being challenged so they had to think of a way to offer a
more refined output to users.
Google saw the problem which conventional search engines had to face in
this situation. It recognized the fact that as long as the control of
relevance remained with webmasters, the ranking results would continue to
be contaminated with the presence of high ranking sites that artificially
inflate their keyword relevance. By the very nature of the web, it is
accepted that the web is based on hyperlinks where a site is largely
measured by its linkage to prominent sites and the number of links it
has. There is the assumption that a site is good and important if more
sites link to it.

The Google founders, Sergey Brin and Larry Page took this logic further
when they formulated a search engine algorithm that shifted the ranking
weight to off-page factors. They came up with a formula called the
PageRank where the algorithm would count the number of sites that link to
a page and assign it an importance score on a scale of 1-10. The Google
scale is not linear but rather exponential in nature.

The PageRank algorithm which was named after its founder, Larry Page, was
deployed with the launch of Google in 1998. The successful result enabled
Google to surpass its competition due to the superior and relevant
results it was able to serve using their formula that was difficult to
manipulate. The new algorithm helped in providing authentic and quality
information while presenting a challenge to site owners and webmasters
who cheat their way to top rank. Google’s PageRank is considered one of
the primary off-page factors that influence a page’s ranking in the
search engine result pages. The PageRank value of any page can be checked
by downloading the Google Toolbar.

Google’s PageRank

PageRank is explained by Google in the following manner:

“PageRank relies on the uniquely democratic nature of the web by using
its vast link structure as an indicator of an individual page 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”. Important, high-quality sites
receive a higher PageRank which Google remembers each time it conducts a
search. Of course, important pages mean nothing to you if they don’t
match your query. So Google combines PageRank with sophisticated text-
matching techniques to find pages that are both important and relevant to
your search. Google goes far beyond the number of times a term appears on
a page and examines all aspects of the page’s content (and the content of
the pages linking to it) to determine if it’s a good match for your
query.”

The exact algorithm of each search engine is a confidential matter.
However, search engine analysts believe that ranking is a product of a
combination of page relevance and PageRank. The search results of Google
search are admittedly high in terms of relevance. This is largely
responsible for the resounding success it is experiencing. Other major
search engines have adapted this logic in some form with variations on
the assigned importance of this value.

The Google Toolbar is downloaded for free and can be installed in the
user’s Internet Explorer within minutes. It facilitates the display of
the PageRank of each web page visited on a scale of 1-10. It does not
display the PageRank of web pages that it has not indexed. The PageRank
displayed by the Toolbar refers to individual pages and not to the site
as a whole.

Most search engines place significant importance on link popularity in
evaluating the importance of web pages ranking and indexing purposes. The
system of Link Popularity is based on the number and quality of links
connected to a website page. This is used in conjunction with the quality
of sites that are linked to the website, the quality of content and the
industry relevance to the site.

A webpage that links to one site passes a portion of its own PageRank
value in the process. The higher the PageRank of the linking page, the
higher the value passed. PageRank is divided over the total outgoing
links of the linking page. In essence, a link from a PR10 webpage with 20
outgoing links represents more value than a link with a page of the same
PageRank that has 100 outgoing links. Pursuing links from higher PR web
pages with lesser number of total outgoing links should be prioritized.

One of the more critical aspects of search engine marketing is the
building of link popularity. The manipulation of PageRank is neither easy
nor recommended but PageRank can be enhanced by improving link
popularity. A long term link building campaign should be undertaken to
boost a site’s PageRank and consequently achieve a significant
improvement in site ranking. Off-page factors continue to gain importance
in ranking websites thus it has become necessary to actively boost such
factors to favor the website. Exchanging links with sites falling under
the same industry segment has become more open as webmasters finally
realize the importance of link popularity and PageRank.

				
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