It is becoming increasingly common knowledge that what you need to get your site high in the rankings of search engines is lots of links pointing at your site. Links have different values but, some are worth more than others. You could rank higher than a site with 20,000 links pointing at it with just 3000 links pointing at your site if all your links were of a better quality.

There are many things that affect how much a given link is worth but the main one that holds the most weight is the Page Rank or PR that Google has assigned the page you’re receiving the link from.

Google basically gives every page it finds a rank from 0 to 10. This wont happen straight away because Google only reviews Page Rank (PR) every six months or so. The highest rank is of course, 10 and lowest is 0 but there are some pages that simply have no PR (the PR just reads as n/a) and these will probably be new sites that Google hasn’t found yet, or a honestly insignificant page deep in the site, or in the worst case scenario it could mean that Google has blacklisted that site. PR 10 sites are very rarely seen (except google.com) as there are only around 9 in existence.

So what benefits does a high PR present? Well, if you can get a link from a PR 6, 7 or even 8 site, then that will have a much larger effect of your sites results ranking than a link from a PR 1 or 2 site. PR is basically, how valuable, vital, up to date and genuine Google thinks the content of a page is and links basically count as votes to say that a site is worth visiting. So if you’ve got a PR8 site telling Google that your site is worth visiting (i.e. linking to you) then Google will start to favour your site much more.

A common misconception in the SEO world is that Google PR directly helps you get higher in the results rankings. The truth is it doesn’t. It is extremely valuable but because once you start achieving excellent PR, people will want links from you, and because the link you will be giving them is of high quality, you can request a high quality link back.

The catch 22 of the whole PR game is that in order to get excellent PR, the main thing you need, is high quality links, but until you have a high PR page yourself, other high PR sites will be unwilling to link to you, and so that’s where you have to apply a bit of knowledge.

A excellent way to start your campaign for high quality links is to find sites like yours, not necessarily theme related (although this does help) but sites that are relatively new and are keen to get links. These sites will be a excellent starting point for your linking because in six months to a years time these sites will have some PR (probably no more than 2 or 3 but that’s still well worth having) and so in the long term will be highly beneficial to your sites search engine rankings, and your PR, meaning you can start exchanging links with higher and higher PR sites.

There are other things that are taken into account when Google calculates your PR. Obviously nobody knows all of them except the people who develop the system, otherwise everyone would manipulate it to give them excellent PR, but what we do know is that sites that are regularly updated with fresh new content hold far more sway with Google and other search engines than sites that are left for long periods of time.

The reasoning behind this is that if a site has fresh new content every week or every fortnight or so, then the information will be the most up to date and relevant to modern times as opposed to a site that has had the same content on it for a year. Google wants to give people the best, most up to date information related to what they are looking for. If you bear this in mind when starting a PR campaign, along with the right linking methods, you cant go far incorrect.

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