Once all indexing has been complete, a set of attributes are taken into consideration to determine which page has the greatest value for the search. Once of the most valued attribute is a page’s Page Rank. Page Rank is a ranking given to each page on website and are usually calculated on the following:
- A page must be indexed by Google to have a Page Rank
- links on a page, increase the Rage Rank of the pointed link page
- links with no links or contain irrelevant content should not be indexed (using robot meta tag nofollow)
- incoming link from an irrelevant page may negatively effect the Page Rank
- the tendency is that the more the pages within a website, the higher the Page Rank throughout
- the more external links towards a website, the higher the Page Rank
- small sites with fewer links but from high Page Ranked sites, may have a higher chance to increase their Page Rank than big sites with few links or spam links.
- when a page has multiple links, the linked pages will share the Page Rank of the incoming link
- Google toolbar gives an estimate of a page’s Page Rank through the use of a bar from 0 to 10
- Page Relevance/Context: a link from a page with related content is given more value. Google is aiming to achieve Context-Sensitive Page Rank, which states that only links from relevant pages are valued.
- Googlebomb/Google washing is the practise of generating a high Page Rank to a website for irrelevant keywords by having a large load of incoming links with irrelevant anchor links. Googlebombs are usually used for business/political/comedic purposes. Such links are usually generated by spammers.
- Bad Neighbourhoods (links from spammers, irrelevant page ads link, etc.) negatively effect Page Rank.
If you are interested in understanding and learning how to actually implement a website with on site search engine optimization view the following articles which demonstrate and explain each tool’s purpose: