Search engine optimization can be divided into two parts: on-page and off page optimizations. While on-page optimizations are mainly focused on activities to properly emphasize target keywords, off-page optimization means promoting our website and creating backlinks. Backlinks to our site have at least two functions. The first one is obvious. People browsing the web can follow the link to come to our site. The second one is increasing the reputation of the site. Backlinks determine also the famous PageRank--a numerical value which represents the authority of our site.
PageRank is calculated from the PageRank of all backlinks that point to specific web page. More links means higher PageRank, and links on pages with higher PageRank are more important than others. Links can be marked with the nofollow attribute--such links do not contribute to the PageRank calculation. While PageRank is a very convenient way to quickly determine relevancy or authority of the page, the number itself is not so important. This number is important when we choose pages for promotion, when we buy websites or when we would like to determine the page quality or relevancy. But for the SEO purposes it is more important to get top positions on search result pages.
While PageRank is one of the factors used for page ranking, it is only one of many different factors that determine positions on search result pages. From the PageRank we have no immediate benefit, while top positions in search results mean free traffic. Therefore, our activities should not be focused to increase this magic number but to get pages on the top positions in search results. However, good off-page optimization will achieve both goals. With relevant links the PageRank will go up and ranking positions will also improve.
There are many ways how we can get backlinks and promote our site. The best way would be to have quality content that will attract visitors and other webmasters. Good, quality content will cause other web page owners to create links naturally without our intervention. Another important fact is that we should never avoid links with the nofollow attribute. While such links do not contribute to the PageRank they still count. You should always use all link opportunities regardless of where they come from. Another popular ways to get backlinks are forums and blogs. You can easily contribute to the discussion and add a link to your website without being considered as a spammer. Article marketing is also a popular way to promote your site and to create links.
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