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The best way to use PageRank for ecommerce web sites

30-second abstract:

  • The PageRank nonetheless exists and right here’s a deeper have a look at how Google’s Cheap Surfer Mannequin performs a key position
  • A effectively thought linking technique each internally and externally in your ecommerce web site can amplify search visibility
  • Google knowledgeable, Susan Dolan and Founding father of main company NOVOS, Samuel Hurley share an ecommerce search engine marketing information forward of the vacation season

PageRank is a patent Google launched, which used hyperlinks to assist decide web sites rankings within the SERPs. The algorithm was named after Google founder Larry Web page.

The unique patent has not been renewed and has since been up to date by different algorithms, which work to realize the identical aim. Nonetheless, by understanding the basic rules, we will higher perceive place our eCom websites to drive site visitors and income.

PageRank key ideas

PageRank is handed between web sites by hyperlinks and will be distributed by a single web site with inner hyperlinks.

Some pages have a better PageRank than others and thus can move on extra PageRank to pages they hyperlink to. When a web page hyperlinks to a different, a dampening issue is utilized. The unique patent set this as 0.85 – so a web page with a PageRank of 1, linking to a different web page would move 0.85 PageRank.

Key replace: the Cheap Surfer Mannequin

Google’s Cheap Surfer Mannequin signifies {that a} hyperlink that’s extra prone to be clicked on will move extra PageRank than a hyperlink that’s much less prone to be clicked on. That is decided by an entire host of things, together with font measurement, colour, and anchor textual content. Nonetheless, the place of a hyperlink on a web page can also be one thing that we regularly have management over as SEOs and that we will, due to this fact, leverage.

Right here is an easy, quite crude illustration of how sure hyperlinks will move extra/much less PageRank primarily based on the prominence of a hyperlink and the way seemingly it’s to be clicked on.

How link prominence determines PageRank value

Construct exterior hyperlinks by to key pages

As linking pages move PageRank, it stands to purpose that we wish to generate backlinks to key pages that we wish to rank. For many ecommerce websites, the pages that rank for the best quantity and most revenue-driving key phrases are class pages.

Wherever attainable, we should always due to this fact look to make use of ways that assist hyperlink constructing by to the pages that drive income, which for many websites appears to be like one thing like:

  • Class pages
  • Product pages
  • Homepage
  • Weblog posts

That is clearly simpler stated than achieved. Working towards these ways with an general intention to drive PageRank to your key pages. This reduces the dampening components at play.

The best way to get previous this

One widespread solution to bypass this problem in constructing hyperlinks to class pages is internally linking to key class pages we wish to push from weblog posts/Digital PR items that then get hyperlinks themselves.

Though the PageRank handed to the web page we ideally wish to rank will endure a dampening issue, this will nonetheless be extra helpful than failing to get any hyperlinks in any respect to your goal web page.

It’s price contemplating how related the class web page is to the weblog/PR piece it’s being included on, in addition to the place the hyperlinks are positioned on the web page, being conscious of the impression the Cheap Surfer dampening impact can have.

1. Construct hyperlinks from pages with excessive PageRank

As any Digital PR will know, excessive authority pages or pages which have plenty of PageRank to move onto your personal web site are a few of the most sought-after hyperlinks to realize.

More often than not, that is really seen at a website degree, nevertheless as is demonstrated on this nice overview of how PageRank works by Majestic, a website that ought to theoretically have a excessive PageRank can really be considerably decreased at a web page degree by its personal inner linking.

One caveat for Digital PR groups on this regard shouldn’t be being too reliant on domain-level metrics as a proxy for hyperlinks that move a variety of PageRank and are thus good for rating. Precisely which pages have excessive PageRank is nigh-on unattainable to know, and though an over-reliance on third-party instruments is rarely optimum, they could be the closest we will get to determining PageRank handed by a particular web page, quite than a website.

2. Construct hyperlinks from related websites

As a part of the Cheap Surfer Mannequin, it suggests {that a} hyperlink is much less prone to be adopted if the hyperlinks are unrelated to the doc:

“This affordable surfer mannequin displays the truth that not the entire hyperlinks related to a doc are equally prone to be adopted. Examples of unlikely adopted hyperlinks could embrace “Phrases of Service” hyperlinks, banner commercials, and hyperlinks unrelated to the doc.”  (Supply)

Consequently, constructing hyperlinks from websites which can be of upper relevance to your personal web site, is prone to move extra PageRank.

3. Keep in mind it isn’t simply in regards to the variety of hyperlinks

As a consequence of how PageRank is calculated, the PageRank worth handed by one web site will be drastically increased than the PageRank handed by the fruits of 1000s of others mixed.

This is the reason the reliance on the general variety of hyperlinks will be deceptive.

Use inner linking to unfold PageRank

We have to think about a number of completely different strategies whereas figuring out pages that may profit probably the most from rating and the way you move PageRank round an ecommerce web site:

  1. Hyperlink to pages you wish to rank from pages which have excessive PageRank themselves
  2. Hyperlink to pages you wish to rank extra ceaselessly all through the positioning
  3. Give hyperlinks to pages you need extra prominently ranked

1. Hyperlink to pages you wish to rank from pages which have excessive PageRank themselves

Pages which have excessive PageRank, from which we will assume to be the pages most linked to from exterior websites, can be utilized to move PageRank to – 

Homepage linking

One of the best instance of how you are able to do that is by the homepage. The homepage for many web sites tends to be one of the crucial, if not probably the most externally linked to web page on a web site.

Because of this by way of PageRank, the homepage has probably the most to move on to different inner pages.

By rigorously deciding on which pages you hyperlink to from the homepage, and due to this fact move the excessive ranges of PageRank to the important thing pages you wish to rank.

2. Hyperlink to pages you wish to rank extra ceaselessly all through the positioning

One other methodology to think about is how ceaselessly you hyperlink to an important pages you wish to rank.

Contemplating that every web page can move PageRank on – this stands to purpose that if a web page is internally linked to extra ceaselessly, it’s prone to move on extra as in comparison with a web page much less internally linked to (though clearly influenced by the PageRank of the linking pages).

Due to this fact, you have to be contemplating the place you may add inner hyperlinks to make sure that essential pages are linked to extra ceaselessly, together with:

World navigation

As a consequence of being exterior of the principle physique content material of the web page, we will moderately assume there’s a dampening issue utilized to hyperlinks within the menu. Nonetheless, given its position in navigation, that is prone to be far lower than within the footer. 

Due to this fact, because the world navigation is, because the title suggests, linked globally from each web page on the positioning, the sheer variety of hyperlinks that shall be passing PageRank is prone to funnel to these pages included within the navigation. These ought to due to this fact be the important thing pages you wish to be rating.


As long-time followers of breadcrumbs at NOVOS, their good thing about passing PageRank to key pages shouldn’t be underestimated, because of the frequency with which completely different ranges of pages are linked to.

The good thing about breadcrumbs on ecommerce websites (exterior of usability advantages for the shoppers) is that they move PageRank as much as the core pages that usually rank for aggressive key phrases. They’re sometimes useful to rank the classes.

Most ecommerce web sites have a pyramid construction with the homepage on the prime, adopted by some core classes, an growing variety of subcategories, and many product pages. By implementing breadcrumbs on the positioning, you utilize the pyramid construction to your benefit (each search engine marketing and CX smart). Since each product web page will hyperlink as much as its related subcategories and class, and each subcategory will hyperlink by to its related class.

On this sense, you distribute inner hyperlinks as an inverse pyramid, concentrating the best quantity (if we disregard the homepage) on the core classes which can be the pages usually focused for top quantity key phrases. On this sense, your ecommerce web site stands an awesome probability of receiving massive quantities of PageRank from inner hyperlinks.

Product pages additionally usually are simpler to construct hyperlinks to and likewise naturally generate them. The upper PageRank product pages can distribute upwards, the larger is the relevance – which means lesser possibilities of struggling considerably from dampening components.

Hierarchy of ecommerce site structure and how PageRank can be transferred


Primarily based on the Cheap Surfer Mannequin we will assume that the PageRank handed by footer hyperlinks is considerably impacted by dampening components. Nonetheless, the truth that these hyperlinks are site-wide could imply that there’s some profit to together with essential pages within the footer for the buildup of PageRank.

3. Give hyperlinks to pages you need extra prominently ranked

Because the Cheap Surfer Mannequin utilized to the chance of a hyperlink being clicked on a web page, it’s due to this fact price contemplating whereabouts on a web page. This might additionally imply contemplating web page templates normally hyperlinks.

For instance, in a content material technique, the place a number of blogs are being written on a given related matter to assist a class web page, linking to the class web page early within the article, with clearly associated anchor textual content, is prone to drive extra PageRank than proper on the finish of an article. On a case-by-case foundation, this distinction could seem trivial, nevertheless, on an ecommerce web site with lots of and hundreds of blogs, the PageRank handed in complete could also be vital.

Susan Dolan is a Search Engine Optimization Advisor first to crack the Google PageRank algorithm as confirmed by Eric Schmidt’s workplace in 2014. 

Samuel Hurley is the Founding father of NOVOS, World search engine marketing Company Of The 12 months 2020 and 2021.

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