Easy methods 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 function
  • A properly thought linking technique each internally and externally in your ecommerce web site can amplify search visibility
  • Google skilled, Susan Dolan and NOVOS’, Head of web optimization, Daniel Cartland information you 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 objective. Nonetheless, by understanding the basic rules, we will higher perceive how you can place our ecommerce websites to drive site visitors and income.

PageRank key ideas

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

Some pages have a better PageRank than others and thus can go 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 go 0.85 PageRank.

Key replace: the Cheap Surfer Mannequin

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

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

Construct exterior hyperlinks by way of to key pages

As linking pages go PageRank, it stands to motive 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 must always due to this fact look to make use of ways that assist hyperlink constructing by way of to the pages that drive income, which for many websites seems to be one thing like:

  • Class pages
  • Product pages
  • Homepage
  • Weblog posts

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

Easy methods to get previous this

One frequent approach to bypass this issue 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 bear a dampening issue, this will nonetheless be extra useful than failing to get any hyperlinks in any respect to your goal web page.

It’s value 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 influence 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 go onto your personal web site are among the most sought-after hyperlinks to achieve.

More often than not, that is really considered at a website degree, nonetheless as is demonstrated on this nice evaluate 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 just isn’t being too reliant on domain-level metrics as a proxy for hyperlinks that go loads of PageRank and are thus good for rating. Precisely which pages have excessive PageRank is nigh-on not possible to know, and though an over-reliance on third-party instruments isn’t optimum, they could be the closest we will get to determining PageRank handed by a selected web page, somewhat 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 more likely to be adopted if the hyperlinks are unrelated to the doc:

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

Consequently, constructing hyperlinks from websites which are of upper relevance to your personal web site, is more likely to go extra PageRank.

3. Bear in mind it’s not simply in regards to the variety of hyperlinks

Attributable to how PageRank is calculated, the PageRank worth handed by one web site may be drastically increased than the PageRank handed by the end result of 1000s of others mixed.

That is why the reliance on the general variety of hyperlinks may be deceptive.

Use inner linking to unfold PageRank

We have to think about a couple of completely different strategies whereas figuring out pages that can profit probably the most from rating and the way you go 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 continuously all through the location
  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 go PageRank to – 

Homepage linking

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

Because of this when it comes to PageRank, the homepage has probably the most to go on to different inner pages.

By fastidiously choosing which pages you hyperlink to from the homepage, and due to this fact go the excessive ranges of PageRank to the important thing pages you wish to rank.

2. Hyperlink to pages you wish to rank extra continuously all through the location

One other technique to think about is how continuously you hyperlink to crucial pages you wish to rank.

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

Subsequently, you need to be contemplating the place you possibly can add inner hyperlinks to make sure that vital pages are linked to extra continuously, together with:

International navigation

Attributable to being exterior of the primary 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 function in navigation, that is more likely to be far lower than within the footer. 

Subsequently, because the world navigation is, because the title suggests, linked globally from each web page on the location, the sheer variety of hyperlinks that will likely be passing PageRank is more likely 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 advantage of passing PageRank to key pages shouldn’t be underestimated, as a result of frequency with which completely different ranges of pages are linked to.

The advantage of breadcrumbs on ecommerce websites (exterior of usability advantages for the shoppers) is that they go 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 rising variety of subcategories, and many product pages. By implementing breadcrumbs on the location, you employ the pyramid construction to your benefit (each web optimization and CX smart). Since each product web page will hyperlink as much as its related subcategories and class, and each subcategory will hyperlink by way of 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 are the pages usually focused for top quantity key phrases. On this sense, your ecommerce web site stands an ideal likelihood of receiving giant quantities of PageRank from inner hyperlinks.

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

Hierarchy of ecommerce site structure and how PageRank can be transferred


Based mostly 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 vital 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 probability of a hyperlink being clicked on a web page, it’s due to this fact value contemplating whereabouts on a web page. This might additionally imply contemplating web page templates on the whole 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 more likely to drive extra PageRank than proper on the finish of an article. On a case-by-case foundation, this distinction could seem trivial, nonetheless, on an ecommerce web site with a whole bunch and 1000’s of blogs, the PageRank handed in whole could also be important.

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

Daniel Cartland is Head of web optimization at NOVOS, International web optimization Company Of The 12 months 2020 and 2021. A Brighton web optimization speaker, Daniel has a selected curiosity within the quirks of how you can optimize for various CMS. Discover him on Twitter @DanielCartland.

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