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For those who are not familiar with Google's Page Rank(TM), which is commonly known as PR, it is Google's calculation or score of a web page based on external and internal linking of a site, as well as on-page criteria of the web page being linked to as well as the web page being linked from. The Page Rank calculation is much more detailed and complex, and we go into the calculation in more detail later in the tutorial, as well point out other places that you can read up on how Google calculates a web page's PR.

Before you can begin to develop or increase the PageRank(TM) of your website and individual web pages, you will need to evaluate what the PageRank of your site's pages is currently. To view the PR of your site you will need to download the Google Toolbar.

PageRank is in some ways related to link popularity, but the calculation is dependant on the quality and strength of the links, not just the number of links. So, how does one go about building and increasing their Page Rank. It is not as difficult as some may think.

Internal linking
Internal linking also plays a factor in the Page Rank(TM) of the pages within a site. It is most common to see the homepage, index.htm, to have the highest PR of the website.

The linking structure within the site should follow the themed approach to internal linking, which stresses importance on minimizing linking between 2nd and 3rd level directories and pages. In our article, Surviving the Google Update, we discuss the importance of good internal linking and how to apply this linking structure to your site.

Let's run through an example. The homepage of your site has a PageRank of 6. This usually means that there are a good number of other websites that link to your homepage that also have a PR of 5,6, and above. You link your homepage that has a PR of 6, to your second level pages, which will in turn have a PR of 5. You link all of these second level pages to each other, which will not affect the PageRank of the pages. Now, you link all of the secondary pages that have a PR of 5 to the tertiary pages that will in turn have a PR of 4. If you have quarternary pages, you would link the tertiary pages that have a PR of 4 to the quarternary pages that would in turn have a PR of 3.

Why does this PR reduction take place when digging deeper into the structure of your website? There have been many discussions, theories, and speculations among the search engine optimization professionals in the industry as to why this takes place. Some think that Google does this as a result of the deep structure as it does not prefer it. Others think that this PR reduction takes place as a result of the smaller amount of internal linking that takes place. Instead, why not consider all of the factors? The tertiary and quarternary pages have several different characteristics than the primary and secondary pages. These pages with the lower PR are deeper in the site structure, have less internal linking, and in most cases less external linking. What can be done to make sure that these important pages that are deeper in the site increase their PageRank?

Since the internal linking of your site plays a factor, not in increasing PR, but in sharing the PR of the site, and the dilution of your keyword strength and theme, it is important to review the internal linking structure of your site. If your linking structure follows the example above, then there are modifications that could be made to improve the site's internal linking. Follow this checklist of internal linking questions and comments:

- Make sure that your primary page(s), the index.htm page, links to your secondary pages or secondary levels.
- Make sure that your secondary pages link to each other
- Link your secondary pages to the third level pages within their sub-directory, sub-domain, or level
- Link the third level pages within each specific sub-directory or sub-domain to each other.
- Link the third level pages back to the secondary page that it was linked from
- Make sure that the there is not heavy linking between third level pages
- Link to pages, regardless of level, that are relevant
- Link to pages, regardless of level, where the text on the page being linked from is keyword specific to the page that you are linking to
- If there are fourth level pages, follow the same linking structure that has been laid out in this checklist

Other reminders:

- Only link pages within your site that are relevant to each other
- Use keyword specific link text when linking between pages
- Use standard HREFs in links that are easy for the search engine robots.

These tertiary and quartenary pages are the most important pages as they are the web pages that are targeting the refined keywords within your keyword set. In some cases it would be detrimental to the ranking of these pages if they have a PR of 3 or 4, and not the 5 or 6 that the top-level pages enjoy. In other cases it is possible for a page with a PR of 3 or 4 to rank very well, but this depends on a number of other variables. A good Page Rank is the icing on the cake for the web page that has been fully optimized. When attempting to increase the PR of a web page through the influence of external linking, it is necessary to work on the PageRank of each web page separately and as if the pages are a site in-of-themselves.

We will discuss more on the external links, which is another factor that affects PageRank (TM)

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