You must constantly strive to improve page rank for your website and each web page within it if you want to make serious money online.
There are a number of ways to improve search engine ranking, all more or less aimed at increasing site or page traffic and getting the right sort of traffic.
I examine these ways in more detail below, but all efforts to improve ranking fall under two main headings:
- Paid, such as Pay-Per-Click (PPC), with derivatives such as CPA (Cost Per Acquisition) and CPM (Cost Per Thousand Views)
- Organic, resulting from Search Engine Optimisation (SEO) techniques
There are also some excellent SEO tools available to help improve page rank. I have been using one, Keyword Elite 2.0, successfully for a couple of years and strongly recommend it for any serious efforts to improve Google ranking. You can check it out here.
Before looking at the various ways to improve page rank, we should examine what page rank is and why it is important for successful online marketing. So what is page rank or, more precisely, PageRank?
According to Wikipedia “PageRank is a link analysis algorithm, named after Larry Page and used by Google, that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of “measuring” its relative importance within the set …The numerical weight that it assigns to any given element E is referred to as the PageRank of E and denoted by PR(E)”.
Google goes further: “PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results”.
Thus we can see that PR (PageRank) is only used by Google and is the key to being top of the first page of any search results for a particular keyword. Since Google is likely to be the main search engine for most people looking for something to buy, getting a higher PR is the best way to increase website traffic that is targeted to the product or service you are promoting.
So, what are the ways to improve Google ranking?
Improve Page Rank with PPC
This is the fastest way to increase website traffic. You pay a search engine to insert a small advertisement on a page of search results for a particular keyword phrase. Payment is on the basis of a charge for each click or impression on your ad by the searcher, typically a few cents but it can be much greater depending on the popularity of the keyword.
The search engines are very good at predicting the likely traffic that each keyword will generate for your site so, by balancing your budget against the costs for the keywords you want to use, you can bring targeted traffic to your website or web page almost instantly. This will go some way towards an improved PR.
Personally, I do not like PPC because, unless you know exactly what you are doing, you can lose a lot of money very quickly. The Internet marketing gurus like PPC, but I am happy to let them get on with it.
Improve Page Rank with other paid methods
Apart from PPC, there are some other paid methods to improve search engine ranking. CPM (Cost Per Thousand Views) and CPA (Cost Per Acquisition) are both popular but, again, should be left to the experts in my opinion.
This is traffic that comes to your website or web page without payment on your part. It does this because the search engines know about your website and conclude that it offers the best result for the keyword being searched. The problem is that your page needs to have a good PR before it is likely to get that traffic!
Knowing how to get more traffic is known as SEO (Search Engine Optimization), and the basics of SEO can be found here.
SEO involves both on-page and off-page processes. Full details about on-page SEO can be found here and about off-page SEO here, so they do not need repeating.
The great advantage about SEO is that the search engines love a website that they see growing organically. This translates into improved PR, as far as Google is concerned. The disadvantage is that, almost by definition, ‘organic’ implies ‘slow’.
Google, for instance, tends to be suspicious of any website until it has been operational for at least 6 months. That is not to say that you will not make any sales or conversions within that time, only to say that getting a high PR will be difficult.
Organic SEO is, without doubt, the way to go if you are serious about Internet marketing and are prepared to take the time to do it properly and professionally. Like any business you need to invest time and money in order to make money but, in my own experience as well as many others’, such investment is much lower than for any other type of business.
Remember, if you are looking for a really good tool to help you improve page rank for your site, Keyword Elite 2.0 is well worth a look.