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4.2.1 PageRank When the discussion turns to algorithms the first thing that comes to mind, is PageRank. What is it exactly? What does it do, or why should the marketing personnel know about PageRank? What good does understanding PageRank do for marketing person? These are important questions and important to be answered. PageRank is an algorithm for Google search engine, where websites are ranked on its search results. The higher the PageRank the more important it is considered in search engines. PageRank was developed by Google founders Larry Page and Sergey Brin. According to Google, Page once illustrated the so called perfect search engine as something that “understands exactly what you mean and gives you back exactly what you want” (Google Company “Our products and services”). Google has developed its search engines to correspond to these words and Google‘s goal is to make information finding as easy as possible for the user. This said, Google has taken on the challenge to make search engines smarter and faster. Marziah Karch explains PageRank in her online article “What Is PageRank and How Do I Use It?” in About.com Guide that PageRank is patented by Standford and the name for the algorithm comes from Larry Page’s surname. PageRank differs from previous search engines in that previously keyword density was the most important. According to Karch the previous search engines were possible to cheat by stuffing keywords to the page. PageRank then again, sees the pages that have many links to it as important. PageRank considers links as “votes”; when a page is linked to another page a vote is given to that linked page. Karch points out that PageRank is special also in a way that it ranks the pages that have linked the other page. Pages with low PageRank don’t give as much value for the vote as the higher ranking pages do. Quantity is not the issue in linking. It is the quality of the pages that matter. As nice as PageRank sounds, it is not flawless, Karch reminds in her article. So called “Black Hat” webmasters or marketers have found some ways to raise their page ranking 16PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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