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Building your PageRank
Google's PageRank is probably the most observed, mysterious, important, and craved statistic in the entire online marketing field. This might be especially true among the vast numbers of entrepreneurs, Webmasters, small businesses, medium businesses, thriving businesses, struggling businesses, online stores, service sites, and other enterprises not up to the level of clout enjoyed by Amazon.com, eBay, Yahoo!, and other Internet juggernauts. For nearly all online ventures, visibility in Google is a marketing imperative — and PageRank determines a site's visibility. As described in Rubric 2, PageRank is the result of Google's internal ranking algorithm. (You can view a crude version of any site's PageRank by calling up that site while running the Google Toolbar.) Although PageRank's formulas and specific results aren't publicized, enough is known about it — partly through trial and error, and partly through Google's sparse proclamations — to catalyze entire marketing niches devoted to raising a site's PageRank. The value of improving a site's PageRank lies in positioning: Highly ranked pages appear close to the top of Google's search results lists. Positioning is determined also by which search page is being displayed, and there are as many unique search pages as there are keyword combinations. The goal is to place your site high on search results pages that closely correlate with your site's subject. A high PageRank always boosts a site's position relative to similar sites. Jockeying for position in search engines is not a new sport. To the contrary, Webmasters have engaged in the contest for high search-result positions for years. Google's increasing dominance in the field has concentrated the most meaningful screen real estate onto a single engine's result pages, and competition for that space has become ferocious. Winning techniques have become more demanding, precise, and artful. The field of search engine optimization (SEO) covers other engines besides Google, but much more attention is paid to Google's search results than to those of any other single engine. Competition for Googlespace is cruel. Broad subject areas such as music, news, or baseball are jammed with major industrial sites, and breaking into the rarefied atmosphere clotted with corporate behemoths such as MTV.com, CNN.com, and MLB.com is, for the most part, impossible. Google's default display setting shows only 10 results on the user's search page. (This setting can be extended to 100 listings, but many people don't bother.) Google's reputation for delivering the best sites, fast, discourages casual searching beyond the first page. So the pressure is on to break into the top 10. The good news is that getting near the top of the list is doable for narrower, precisely targeted subjects. It's not unusual for sole proprietors of commercial sites to score the top position in a Google search of targeted keyword phrases. Google strives to be, and largely is, democratic. The ranking of Google search results is based on merit and popularity. Any Web site, large or small, can gain favorable positioning by leveraging good content, diligent networking, and smart optimizing.
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