March 29, 2009
Does PageRank really matter?
This is an eternal question. Search engine optimizers would remain glued to their computer screen to take in the first hint of any PageRank update as and when that occurs. And when it occurs, it will be an anxious wait till the dust settles, before scurrying off to rework ways to claw back in ranking in case the new PR reduces.
Why so much bother? Does PageRank really matter? The short answer is yes, PageRank does matter, but not as much as it is made out to be. Let us talk things over.
What we know
The first lesson on PageRank will be an unquestionable reference to what Google says. According to Google [http://www.google.com/corporate/tech.html]. The underlying idea is to provide surfers as accurate search results as possible. The ‘life of a Google query’ though lasting barely a second, is a mind-boggling go-between through several stages before an answer is delivered.
What we do not know
Howsoever revealing may Google’s explanations be, the bottom-line remains that for most of us, calculation of PR continues to be an enigma. Does any one know for sure how PR works? Ian Rogers of IPR Computing has in this essay [http://www.seochat.com/seo-tools/future-pagerank/] will be.)
Why the hype
And herein lies a superb marketing strategy. Ever wondered why Google thought it pertinent to let PageRank displayed in its toolbar? On the face of it, there is no need really, except to ’stoke’ the fire of chasing a mirage. You see a mirage as much as you know how PR is calculated. But try as best as you would, you cannot decide your PR.
In the process Google gains. An enormous volume of writings (like this one) centers around Google. Whatever Google does is news in an instant. There is a whole lot of ‘pure’ Google-watchers out there whose job it is to only report on the giant search company. Publicity sans cost, not bad that.
The link companies
Google’s wish notwithstanding, there is no denying that PageRank mystery has given birth to thousands of link-related business. Since Google is explicit in explaining at how it looks at links, it has been easy for link-making companies to work out their preliminary business strategy. Beyond that it’s purely rat race of garnering share of link-hungry websites. All the time, Google remains unfazed, except occasionally churning it topsy-turvy to keep PR mystery alive.
What would you do
You need not overly bother about PageRank. Do not get me wrong! PageRank is very real. What is not is your ability to alter it any sooner. There should not be any express-effort to ‘acquire’ links. Instead, maintain focus on adding and enriching your web content, for that and that only would create a permanence of interest among your viewers over a period of time.
Emphasis must be on creating value to your viewers’ time, so that there is always something new to learn, something more to know. Along the way if you pick up a good link or two every now and then, that will be more than welcome.
What, if you are in hurry
Not everyone is destined to wait for a hike in PageRank. Then again, even a high PR may not instantly lead to bigger traffic. So pretty soon, you may ponder how long it will be to profit from your web venture. Profit may be to earn publicity (blogs for example), to make your readers giving consent to your paid newsletter, to sell your products or services (or even selling others’ products or services), or suchlike.
If indeed you want to cut short your long wait so as to profit from your web venture, Google has a ready solution. It is about targeted keyword advertising program, called Google AdWords. In sharp contrast with PageRank, Google lets AdWords users to actually control their accounts in order to attain more visibility. But that is another story for another day.
A freelance web designer and content writer, and an avid web watcher, Partha Bhattacharya owns and operates WebInfo, a free hot internet web marketing and webmaster resources. Ideal for both start-ups and regulars alike. Dealing mostly on current topics, Partha’s blog is a good primer to understand tricky issues on search engine marketing.
