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The Roller Coaster Of Link Popularity
By Bill Platt (c) 2007

Most webmasters are in a constant state of confusion about how
to create link popularity and how to rank well in the search
engine results. Three of the top four search engines, Google,
Yahoo and MSN calculate link popularity as one part of their
search algorithms. So, for all intents and purposes, building
link popularity is an important part of getting recognition and
strong placement in the search engine result pages (SERPs).

Link popularity, in essence, is a count of how many web pages
point to one of your web pages.

The Google PageRank Version of Link Popularity

PageRank (PR) is a Google tool that expands on the simplest link
popularity calculation. PageRank is a value given to every web
page on the Internet, with 12 possible rankings.

* The Gray Bar in the PageRank tool indicates that a web page
has not been added to the Google PageRank database, or Google
has banned the website. (If any page on a particular domain has
its own PageRank, or if any pages are shown in the Google search
results when someone searches "site:www.yourdomainurl.com",
then the website in question has not been banned by Google.)

* PR0 to PR10. PR0 indicates that the web page has been added to
the Google database, but it does not yet have any PageRank
assigned to it, generally because there are not any PR value
pages that link to it at this time.

If one is tracking PageRank from the Google toolbar
(http://toolbar.google.com/), then it needs to be understood
that the database that stores PageRank values is only updated
about once every 3-4 months.

While Google does use links to a web page to determine the web
page's PR value, it is impossible these days to utilize Google
to find what links are directed to your pages. Even the Google
webmaster tools (http://www.google.com/webmasters/) interface
will not show you all of the links Google is counting towards
your own Link Popularity or PR value.

Playing Follow-The-Leader

In earlier years, Yahoo and MSN did not employ a link popularity
calculation in their search algorithms. But, when one competitor
is thoroughly kicking their competition, then the underdog
competitor must respond, if they have any desire to remain
relevant.

So, after years of lagging behind the Google powerhouse, Yahoo
and MSN decided it was time to work a link popularity
calculation into their search algorithms.

Both Yahoo and MSN are still struggling to find a way to retake
some market share from Google. Even with Yahoo's Project Panama
rollout and MSN's Live Search rollout, both are still finding
Google to be a difficult 800-pound gorilla to conquer.

Building Link Popularity

In essence, even if search engines did not include link
popularity as a portion of their ranking procedures, one would
still want to develop links to his or her websites.

Links are the roadways that keep Internet users moving from one
website to another. Before the search engines became the
all-powerful providers of Internet traffic, the role of Internet
promotion was to establish links on pages where a website's
target audience is already going.

The goal of course is to get the person reading the page to
click the link to the target website. With every visitor to a
website being a potential customer, it makes good sense to get
as many visitors to the website as possible, and that requires
getting as many links as possible pointing to a website.

Google PageRank 101

Since Google drives the largest portion of search traffic on the
Internet, I am only going to focus on their link popularity
system.

All web pages on the Internet have been assigned a PageRank
value by Google, according to the value of the web pages that
link to them. This number is always in flux as links are made,
lost or change value.

In short, the pages linking to your pages have their own Google
PageRank value, according to who links to them, and the value of
the pages that are linking to their web page. As the web pages
linking to your web pages gain value, then your pages will also
gain value in the Google PageRank algorithms.

As a Webmaster, it should be your goal to create as many links
to your website, as you can muster. Eventually, most of the web
pages with real value will gain their own PageRank, and they
will pass some of their PR value to your web pages.

But, I Tried That Once...

Whatever link building strategy one might recommend, there will
be someone else saying, "But, I tried that once and it did not
work." Some may go a bit further and say that they tried it
once and received initial good results in Google's SERP's, but
then those results shortly dissipated and the previous high
placement in Google evaporated.

A common story I hear is that "we tried" a specific link
building process. Shortly after doing so, our website went from
result 300 in Google's results to page two or three of the
search results. Then a month later, our website dropped to
around 100 in the search results as the link page slipped into
Google's Supplemental results. These people often conclude that
the link building process used was not effective.

They make this statement because they do not understand the
inner-workings of what is happening to their link popularity and
search engine placements.

Several Factors Drive the Roller Coaster

With press releases, it is easy to comprehend the how and why of
the climb and fall. Press Releases are treated as news stories,
and as such, they are more important in real time than they will
be in a month or so. That is why press releases can generate big
results quickly, and it also explains why those results quickly
fade away.

With article marketing, it is common for a new article placement
to help any website mentioned within the article and its
accompanying resource box (about the author information) to rise
in the search rankings early, then to drop away for a time, and
perhaps rise in value again later.

Let me explain how this process works, and it will make more
sense to you.

Google's Main Index and Supplemental Listings

In order for the referenced website to get the PageRank it needs
to climb in the search results, the web pages linking to it must
have their own PageRank. As a single web page gains in link
popularity and PageRank, the web page will also improve in the
search results.

When a new article is placed for the first time, it is always
placed on a "brand new" page on the Internet. New pages on the
Internet, by their very nature, do not have any external links
pointing to them and therefore, they do not have any established
PageRank.

In recognition of this "brand new" status, Google is giving a
pass to those new web pages. As far as the Google algorithm is
concerned, these "brand new" pages might have value, but that
value cannot yet be determined based on the number of links
pointing to the page.

At the end of Google's "pass window", Google checks to see if
this new page has developed any of its own inbound links and
PageRank value. If the new web page has not developed any value
of its own after a window of 30-45 days, then the new page will
be moved from Google's main index to Google's Supplemental
listings. If the new page has developed PageRank, then the page
will remain in Google's main index.

According to Matt Cutts, the Google Guy, "Having urls in the
supplemental results doesn't mean that you have some sort of
penalty at all; the main determinant of whether a url is in our
main web index or in the supplemental index is PageRank."
(http://www.mattcutts.com/blog/infrastructure-status-january-2007)

Many web pages that have slipped into the Supplement listings
will gain their own PageRank over the long term, and as such,
those pages may return to Google's main index in the future. If
articles are valuable resources to their readers, then many
placements of those articles will be given their own inbound
links and therefore PageRank, but it takes time.

As a general rule, it appears that the average web page will
gain a measure of PageRank somewhere in the range of 90 to 180
days from the day the web page was created. While not all pages
will receive inbound links and PageRank, enough of them do to
make the whole process worthwhile.

You Cannot Win If You Do Not Play

As a Webmaster, your website will never gain link popularity if
you do not take actions to increase the number of links pointing
to your website. If the web page never accrues any link
popularity, it will not gain PageRank, and it will not rise in
the search engine rankings.

You are in the driver's seat, so if you fail to accomplish link
popularity and search placement, then it will have been the
fault of your inaction.

Do you remember my sample scenario above, "Shortly after
(completing a link building campaign), our website went from
result 300 in Google's results to page two or three of the
search results. Then a month later, our website dropped to
around 100 in the search results as the link page slipped into
Google's Supplemental results."

These people frequently conclude that a specific link building
activity produced no results, because they did not stay on page
two or three of the results. Surprisingly, these people tell us
that they started out at #300 and ended up at #100, and yet they
claim that the process did not work in their case. How so? They
climbed 200 places in the search results. How is that an
ineffective link building campaign?

So, the next time you hear someone crying about the link
popularity roller coaster, think back on this article, and you
might be able to help him or her to clear the fog of confusion.
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Bill Platt has offered article marketing services at The Phantom
Writers, since 2001. If you are interested in guaranteed link
building (http://www.linksandtraffic.com/) services, utilizing
articles as the foundation for the links, then Bill's team can
help you with that as well. If you have questions that only Bill
can answer, give him a call at (405) 780-7745, between 9am-6pm
CST, Monday through Friday.
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