Posted by: Ben Austin
Posted on: November 12, 2012 9:27 am
Google just recently updated Page ranking for all websites and of course many SEO Companies were happy to see their rankings go up and some are actually sad because their rankings went down. On another note there are some who would not care about page ranks and would rather focus more on their SERP or otherwise known as the search engine results page ranking. This therefore started the debate on what is really important increasing Google’s page rank for your website? Or climbing up the rankings for the search engine results page?
What is Page Rank?
Page rank is a patented ranking system from Google, developed by its founder Larry Page, this focuses on evaluating the value of a webpage based on its relevance and authority. The page rank basically ranks websites from zero to ten where ten is the highest value. The page rank of a website relies heavily on the following factors:
1. Link Quality – a website must link to your website in order to gain a page rank but with Google Penguin algorithm there is already a strict requirement that the link going to your website should be of high quality, which means it must be relevant and it must also be an authority site thus the higher the page rank of the site linking to you the better.
2. Structure of the Website – your website must also be structured in a way that it is easily crawled and that the links within your site are connected based on relevance. Every page in your website must be linked properly with each other and no web page in your website must stand alone.
What is SERP
The Search engine results page ranking on the other hand is focused on the ranking of your website on the search result page based on the keyword that you have chosen to optimise your site. As for Google and other search engines the SERP depends on a lot of different factors. For Google specifically, there are said to be more than two hundred ranking factors and every algorithm introduced by Google seeks to refine their ranking of the websites in the SERP. Among the ranking signals or factors for Google is said to be the site’s page rank, site structure, content development quality, loading time and even social media signals such as the plus one from Google Plus.
So which is More Important?
Focusing on your sites’ SERP does give you the advantage of having to drive traffic to your site based on the rankings you have. If you are able to reach rank one on page one of Google for a very difficult keyword then you have a huge advantage of getting traffic, where as we know traffic also equates to your websites’ possible revenue. As for page rank we believe that this is a strong ranking factor which means that in order to push your site further up the SERP ranking for Google it would be necessary to also increase your websites’ page rank, however SERP should be of your primary concern and if you do that you would automatically put your Page Rank into one of your sub-priorities.