It is becoming increasingly common knowledge that what you need to get your site high in the rankings of search engines is lots of links pointing at your site. Links have different values however, some are worth more than others. You could rank higher than a site with 20,000 links pointing at it with just 3000 links pointing at your site if all your links were of a better quality.
There are many things that affect how much a given link is worth but the main one that holds the most weight is the Page Rank or PR that Google has assigned the page you’re receiving the link from.
Google basically gives every page it finds a rank from 0 to 10. This wont happen straight away because Google only reviews Page Rank (PR) every six months or so. The highest rank is of course, 10 and lowest is 0 however there are some pages that simply have no PR (the PR just reads as n/a) and these will probably be new sites that Google hasn’t found yet, or a fairly insignificant page deep in the site, or in the worst case scenario it could mean that Google has blacklisted that site. PR 10 sites are very rarely seen (except google.com) as there are only around 9 in existence.
So what is there to gain from a good PR? Well, if your site receives a link from a high PR site like a PR 7 or 8, then it will massively more beneficial than a link from a PR 1 or 2 site. In essence, what PR is, is how valuable and genuine Google considers the content of your page to be on a scale of 0-10. Each link counts as a vote for the integrity of the page it is linking to, and so if a PR 8 page votes for you then Google concludes that your page must be of high value, because a high value site says it is, and it will therefore push you further up the results rankings.
PR is sometimes misunderstood by webmasters in that they believe that if they have a higher PR, they will rank better in the search engines. This is not true, but a high PR will give you a MUCH better basis for climbing the rankings. Once you start accumulating some reasonably good PR, you will find that lots of people want to get links from you. This will allow you to ask for higher quality links back as the link you will be giving them will be of a high quality.
There is almost a catch 22 situation when you first start trying to get your site some PR in that the main thing you need in order to acquire a good PR is quality links. The problem with this is that before you have any PR, people are going to be unwilling to give you a quality link because you wont be able to offer them one back. There is a way around this, but it takes time.
An ideal way to start your linking campaign is to find sites that are in the same boat as yours in that they are looking to build lots of links to gain PR. If you can get links from as many of these sites as possible, then in 6-12 months all of them should have at least some PR, meaning that if they’re still linking to you, you will have some PR, allowing you to start trading links with sites that have higher and higher PR.
There are other things that are taken into account when Google calculates your PR. Obviously nobody knows all of them except the people who develop the system, otherwise everyone would manipulate it to give them good PR, but what we do know is that sites that are regularly updated with fresh new content hold far more sway with Google and other search engines than sites that are left for long periods of time.
This is because the content will appear to have gone stale after a while; after all, news wouldn’t be news if it was old! Google likes to be able to give its searchers the most up to date and relevant information it can, and so sites that are regularly updated will be given preference.
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