PR could be a live of how ‘vital’ a page is (per Google). For the aim of this text, I will solely discuss PR in the SEO context – what it suggests that and the way to use it.

First things 1st: PR isn’t the cause or the results of high rankings.

PR depends mainly on two things: Incoming links and traffic. Some SEOs create the error of assuming high rankings return as a result of high PR, when after all high PR is one natural outcome of high rankings.

Higher SEO = higher rankings = more traffic = Higher PR

However, the concept behind Google’s PR is crucial when operating with External Links (i.e.: incoming) and Internal Links (i.e.: the website’s structure). Every link from A to B is considered as a ‘vote of confidence/credibility’ from A to B. We have a tendency to will use PR as a physical measurement of how this credibility travels from one URL to the next.

The role of SEO in this case is…

1. Off-web site: to maximise incoming PR by increasing the amount of incoming links and the standard of incoming links.
2. On-website: to harness incoming PR therefore that none of it is wasted (on broken links) and that almost all of it’s channelled to the most necessary pages of the website (i.e.: the homepage, main class pages)

To total up, PR isn’t a factor in SEO, neither is it an immediate result of SEO. However the makings of a high-PR website are terribly like those of a high-ranking website. And as a result of of that, the concept of PR can be used to…

* properly apply linking techniques
* live the effectiveness of those techniques

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