Google is trying to encourage search engine optimisation practitioners to stop taking PageRank into consideration.

PageRank is a measure of the authority and credibility of a website – with large, international news sites, such as the BBC, being the mecca of top page ranking.

However, Google now says its search algorithm means tracking PageRank is almost pointless.

Instead, it wants developers to focus on conversions, clickthrough rate and bounces, which provide user-fuelled indicators about the effectiveness of a site.

Obviously conversions mean users have visited a page and decided to buy a product, whilst clickthrough measures how many people click on your links when they turn up in search engine results. Teh bounce rate shows how many people leave a site after visiting.

Bounce rate can be a key indicator of the worth of a site – the higher the bounce rate, the less effective or useful the website.

Conversions clearly show that users value the site, as they commit to buy products.

Google is keen to stress that sites with high PageRank do not necessarily come higher up search results that those with lower PageRanks.

Smaller sites can improve their results but making content more relevant and useful.

News brought to you by ClickThrough – experts in SEO, Pay Per Click Services, Multilingual Search Marketing and Website Conversion Enhancement services.

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