Hogging page rank
Google uses page rank as a way of perceiving how important a web page is from the point of view of the rest of the web. So for example if you have many high quality, high traffic, relevant websites linking to pages within your site then the page rank of those pages should benefit. However on the flip side, googles algorithm shares the earnt page rank of a page with the pages that are linked to, from that page. By using internal linking across your site carefully, this means that you can make sure the most important pages on your site get te most page rank. But because outgoing links leak page rank away from a page you might feel that you want to not include them. This would be a very dangerous tactic to employ as google will recognise this as you trying to hog page rank and will penalise you for it. Their rationale for this is fair enough. As you may have great content on your site but once a user has read it all you are not giving them the opportunity to go off elsewhere to find out more - google will perceive this as giving a poor user experience. The key is to include relevant external links but where possible, to sites that are going to provide you with some reciprocal benefit. So if you link off to the number one authority site in your sector, maybe they will just see you as a small fish and not bother giving you anything in return. Whereas on the other hand, if you link off to growing relevant sites then they are more likely to want to reciprocate the good deed in some way. i.e. be happy to start developing an ongoing business partnership of sorts.
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October 18, 2008, 6:46 pm