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How to use PageRank for ecommerce websites

1 Mins read

30-second summary:

  • The PageRank still exists, and here’s a deeper look at how Google’s Reasonable Surfer Model plays a key role
  • A well thought linking strategy both internally and externally for your ecommerce site can amplify search visibility
  • Google expert Susan Dolan and NOVOS’, Head of SEO, Daniel Cartland guide you ahead of the holiday season

PageRank is a patent Google introduced, which used links to help determine websites rankings in the SERPs. The algorithm was named after Google founder Larry Page.

The original patent has not been renewed and has since been updated by other algorithms, which work to achieve the same goal. However, by understanding the fundamental principles, we can better understand how to position our ecommerce sites to drive traffic and revenue.

PageRank key concepts

PageRank is passed between websites through links and can be distributed through a single website with internal links.

Some pages have a higher PageRank than others and thus can pass on more PageRank to pages they link to. When a page links to another, a dampening factor is applied. The original patent set this as 0.85 – so a page with a PageRank of one link to another page would pass 0.85 PageRank.

Essential update: the Reasonable Surfer Model

Google’s Reasonable Surfer Model indicates that a link that is more likely to be clicked on will pass more PageRank than a link that is less likely to be clicked on. This is determined by a host of factors, including font size, color, and anchor text. However, the position of a link on a page is also something that we often have control over as SEOs and can, therefore, leverage.

Here is a simple, rather crude representation of how certain links will pass more/less PageRank based on the prominence of a connection and how likely it is to be clicked on.

Build external links through to crucial pages

As linking pages pass PageRank, it stands to reason that we want to generate backlinks to critical pages that we want to rank. For most ecommerce sites, the pages that rank for the highest volume and most revenue-driving keywords are category pages.

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About author
Tristan McCue is a 26-year-old junior programmer who enjoys reading, binge-watching boxed sets, and appearing in the background on TV. He is smart and friendly, but can also be very evil and a bit lazy.He is an Australian Christian. He has a post-graduate degree in computing.
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