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PageRank (part 3)

The PageRank algorithm is a known formula that computes link equations between page A and page B (the page being linked to, and linked from). The PageRank algorithm is defined as:

PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))

The PageRank algorithm is what displays the “green bar” within the Google toolbar. Whilst this algorithm is still in existence, mainly for the marketing value associated to Google nowadays, the contributable factors it delivered have been abused over the past years, making it of little value for current linking purposes.

Local Rank

This is an area requiring specific attention as this is what delivers the most power to a website through the hyperlink capability. Local Rank is an algorithm that is often confused with “local” business websites, or geo-targeting. The physical or geographical location has nothing to do with Local Rank the algorithm. The Local Rank algorithm is derived to find relevant top ranking websites linking to one another, which are semantically connected.

For example, if your website was a “Real Estate Agency” in New York City, then the Local Rank algorithm would be looking for related top ranking websites linking to your site. Sites such as “mortgage brokers”, “real estate agents”, “New York commercial realty” and such sites would be a good start. The sites don’t have to be in direct competition to you, but more semantically connected to your niche / industry. These sites that are ranking within the top 10 / 20 currently for these related terms are the sites that will provide the most “Local Rank” for your website to also rank highly.

Other Factors

The above four main algorithms are used in combination, or individually, by all three major search engines. PageRank is Google’s algorithm, though all three use semantic algorithms in part to provide rankings. These algorithms and a basic understanding of them will become more apparent further within the article.

When evaluating algorithms, it is easy to lose focus and then forget that these are only one part of the overall scheme. One algorithm may compute certain data, then that data is mixed with a completely different topical algorithm, and mixed again and again. The end result may be vastly different from the expected results based on the first algorithms tested factors. Again, these exact details are only known to the search engines themselves.

The main factors that all three search engines may individually comprise when analysing links, are:

Link text
Image alternate text
Quantity of links pointing towards a page
Themed relevance of a link pointing towards a page
Blockrank algorithm (link location within the page)
Quality of the site/page the link is situated
Outbound links from a page

You’re probably wondering, “Why am I reading basics about algorithms?” Well, the only method to become proficient in link building, is to know exactly what is required from the search engines for a successful campaign. For every link you build, an algorithm is deciding whether that link is relevant or not, and whether or not the link will in actual fact be to your websites benefit or detriment.

Anthony Parsons is a semi-retired profesional SEO consultant and lives happily in Melbourne, Australia. Where he runs a successful network of web directories. Most notably the APN Directory that features quality and hard to find submissions worldwide.

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