Did you know that websites talk to each other?
They’re regular Chatty Cathys. And they throw out recommendations like two old friends discussing the best place for lunch. The only difference? Website communication comes in the form of SEO backlinks. The best conversations and recommendations come with high PageRank.
PageRank is an important metric, created and used by Google, that determines where a webpage should rank in the SERPs. It was once the number one factor used in a search engine’s algorithm, and it still carries a ton of weight in today’s SEO. PageRank is scored on a scale of 1 to 10. Similar to high Domain Authority and other similar metrics of site quality, a site with a higher PageRank (8, 9) is much more SEO-rich than one with a measly lower PageRank (2, 3).
Sites that manage to hit the top-end of the PageRank feel like they’re welcomed into an exclusive Google club. This exclusive club comes with a ton of perks, too. Sites that have a high PageRank have a better chance of ranking well in the Google SERPs. Why? Because in the eyes of a search engine, a higher PageRank equals more importance.
If you were Google, you’d want to be showing more important (and relevant) search results to your audience, right? Let’s face it—we’d be much happier searchers if we landed in SERPs that were dominated by well-known and trustworthy brands, as opposed to spammy websites or scams, where we risk a virus infecting our computers from a two-second visit.
This isn’t here to just sit and look pretty on the page. (If that was a checkbox, though, it definitely would be ticked.) This tells users what to expect when they land on the page. A crucial element to improve user experience on your site, on-site content decreases bounce rates, improves engagement and makes users happy.
It ticks the checkbox of meeting the golden rule of SEO: If your audience is happy, Google is happy too. However, on-site content takes SEO to another level. While it’s beneficial for users, it’s magnetic for search engine spiders that crawl your page to determine the value of the content.
Think of it like the food that these Google spiders eat. They digest every word on the page and then report if it’s good, nutritious and valuable.
What happens then?
The spiders send out a good reputation of your site, sending more people to visit by boosting you up in the SERPs. How does on-site content attract backlinks? On-site content that has been optimized for SEO has a better chance of ranking high in Google SERPs for the keywords you’re targeting. Due to that, you’ll be more visible to other searchers and are naturally in a better position to gain backlinks and link building. It’s a bit like, “if you don’t ask, you don’t get.” Except that, in this case, “ask” is replaced with “rank.”
However, when we discuss backlinks, it’s not just those which point from other sites that are valuable. In fact, your PageRank could see a huge boost when you internally link to pages hosted elsewhere on your own!
In this instance, when your PageRank improves, the quality of these internal links do at the same rate.
So, if you begin internally linking to pages with great on-site content when your PageRank is at 3, they’ll automatically increase in value when the overall PageRank of your site hits 5 or higher.