PageRank used to be the foundation of Google’s algorithm. Named after Larry Page, it’s a score that is determined by adding up the number of pages that link to your pages, whether those links come from your own site or another site.
Loosely speaking, sites that had more links ranked better. The algorithm now focuses more on content, user experience and click thru rates, but PageRank is still very important. It remains probably anywhere from 20-35% of Google’s algorithm.
Below are mistakes I see companies making all the time when it comes to how they steer PageRank to web pages that they want to rank well. Read below for details and consider working with a Sacramento SEO expert to improve your search traffic today.
Wasteful Links in the Top Level Navigation
The above screenshot shows a top level navigation that is diluting PageRank. Every web page divides the amount of PageRank it has by the number of links it contains. So if the above page had 70 PR points, each tab you see would get 10 points.
What if this company consolidated Careers, News and About? They would now have 70 PR points going 5 different ways, and thus add more PageRank to the pages that matter, like Cloud and 4d Flow. 4D Flow happens to be a key phrase they want to rank for.
If you have excessive links in your top level navigation that are not SEO pages, try to get rid of them. Moz, an industry leader in SEO strategy, recommends a tactic called PageRank consolidation. See the image below.
Excessive Tags and Category Pages
Remember, every link on your pages or blogs gets its fair share of PageRank. So if you have 5-6 tags on a blog, you’ve diluted PageRank and extra 5-6 ways.
What’s worse, these tag pages don’t contain original content, which Google doesn’t like. Tag pages can exponentially increase the number of pages on your site, steering PageRank away from key places.
Using a Subdomain for Your Blog
Subdomains are viewed by Google as completely separate websites. Every link you get to your primary domain helps your domain’s rankings. But it won’t help your blog if your blog is on a subdomain.
By having a subdomain, you’ve essentially added a 2nd website for which you will have to build links. This means twice the work.
Your blog is a weapon that you can use to target all kinds of longtail phrases. But if you’ve been blogging on a subdomain you’ve wasted the ranking potential of all that content.
Check out the difference in link metrics for FitBit’s subdomain. The important metrics are the number of external root domains and Page Authority. Both matter more than total links.