Scene On The Net

Instant search and the lessons for lovers of PR

By Max Brockbank

Filed under: Clients,Google,Page authority,SEO
Page updated 5:26 pm: June 4, 2010

The mantra of the SEO professional used to be: “give me your site and I’ll get it moving in the right direction in four to six weeks.” That was how long it used to take to get new pages showing up in the SERPs.

Of course all good SEOs knew that about two weeks was the real best guess on a site rhinocort with some authority but when you got things moving four weeks earlier than promised, it certainly did no harm to the reputation.

And when a site was firmly establised — after about six weeks — as long as you published often enough, you knew you’d get the robots back within a few hours of any change to the site.

But it’s all different now. Thanks to microblogging and the rise of social media like Twitter, Wellbutrin SR Online instant search — with results sometimes as recent as 30 seconds — is a fact of life.

Just today, as part of an experiment, I posted some stuff and nonsense on my personal blog — Let’s Talk About Me — and set up a Google search for the headline to refresh once a minute.

Just 14 refreshes later, “All the good addresses have already gone” was there at position 1. Even “All the good addresses” was at p4.

This is not to show how great a copywriter I am, or even how eagerly awaited my post was. The point is that even a rarely-updated blog like mine can appear in the SERPs less than a quarter of an hour after publication. Opinion levitra Google’s army of spiders is very busy indeed.

This has implications for backlinking campaigns which Buy Propecia Online Pharmacy No Prescription Needed are largely based on a steady stream of blog posts, zine articles and the like. The complaint from clients is that these posts are worthless because they don’t have any Page Rank. Levitra venta Butif a new blog post can top the SERPs 14 minutes after publication, by implication it already has some value.

I find it hard to conceal my true feelings about PR: even Google wish they’d never nurtured this troubled child.

PR — or at least what everyone calls PR — is meaningless. It’s as if you read the football scores from six Mondays ago and are now convinced that that team rankings must still be the same today.

“Published” PR, which the vast majority of people fixate on, is “published” every three months or so as a snapshot of how much “authority” a page has. In past years, the interval was often much, much longer. Today, with Google’s public pronouncements of the “death” of PR — they don’t even show it in their toolbar Buy Amoxil Online Pharmacy No Prescription Needed any more — who knows how often it will be updated from here on in?

PR was always a shorthand measure of a page’s worth, but if it was ever the true yardstick, how come searches regulalrly show pages with lower or even no PR higher in the SERPs than big-PR sites? These days it’s a little more complicated, and people wanting to know the true¬† value of a page must dig a little deeper. Levitra efectos secundarios

Simply put, pages with more authority fare better in the SERPs than those with less. Potenzmittel viagra Authority comes from a number of factors, including trustworthiness. That means pages from trustworthy sites are worth more (at birth) than pages from sites with “issues”.

Therefore a new page on bbc.co.uk is worth more than a two-month old post on an obscure blog. This simple truth still seems to confuse the ill-informed majority — often residing at decision-making level — who still fret and worry that because a page has no PR it has no value.

I’m currently investigating ways of actually demonstrating value in a page long before its PR is “published”. I’ll keep you posted.


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