link building

It's not information that Google makes public, and it's likely that Google uses an even more

sophisticated system internally, for example, one that involves different bases for the different

levels of the scale and decimals.

What seems certain, however, is that the value of a link from a particular page rises

exponentially the greater that page's PR. This means, for example, that the value of a link

from a page with a PR of 4 is several times that of a link from a page with a PR of 3.

It doesn't seem as if Google places any great importance on PR when ranking pages in

search results. There are plenty of examples of sites that achieve high rankings in Google

search results even though they have a low PR. If large numbers of sites link to a website or

if many of the sites linking to it have a high PR then it can easily achieve top ranking.

Google doesn't update PRs very often. Typically updates take place about every 6 months. A

good way of assessing the amount of authority Google accords a site is to note how quickly

new pages are indexed. The pages of a high authority site such as, for example, CNN.com

are indexed almost as quickly as they're published. A medium-high authority site will be

indexed within 12 hours and a medium-low authority site will have its content indexed within

a week. If a site has no Google authority then it can often take more than two weeks for new

content to be indexed, and many pages on a site without any authority will never be indexed.

Keywords:

Google indexes individual web pages using keywords.

When it's time to select the keywords you're going to optimise your pages against it's

important to bear the following four factors in mind.

Are the keywords you have selected relevant to your product or to what you're trying to

communicate?

This is an obvious point but it's worth repeating. The only traffic you should be interested in

getting is people who will benefit from reading your website.

Your bounce rate is the frequency with which visitors only view one page when they visit your

domain.

A low bounce rate means that your pages are relevant to your visitors as they have chosen

to move on to other pages on your domain. A high bounce rate indicates that visitors don't

find your site interesting or relevant.

If you choose to register for Google Analytics, you should be aware that you will be sharing

information about the traffic to your website with Google. If you have a high bounce rate or if

visitors only stay on your site for a brief amount of time then it's not to your advantage to

share this information with Google. If, on the other hand, you have a really well written site

which captures the attention of many of your visitors then sharing this information with

Google can help you achieve a higher ranking.

How much traffic does Google generate for your various keywords?

Google Keyword Tool can help you gain an idea of how many searches are performed each

month for a given keyword.

Google works with two categories: "global monthly searches," and "local monthly searches."

The number of searches for related keywords are also shown.

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