Methods to use PageRank for ecommerce web sites

30-second abstract:

The PageRank nonetheless exists and right here’s a deeper take a look at how Google’s Cheap Surfer Mannequin performs a key position
A nicely thought linking technique each internally and externally to your ecommerce web site can amplify search visibility
Google knowledgeable, Susan Dolan and Founding father of main company NOVOS, Samuel Hurley share an ecommerce website positioning information 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 attain the identical aim. Nonetheless, by understanding the elemental rules, we will higher perceive the way to place our eCom websites to drive 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 inside hyperlinks.

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

Key replace: the Cheap Surfer Mannequin

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

Right here is a straightforward, reasonably crude illustration of how sure hyperlinks will cross extra/much less PageRank primarily based on the prominence of a hyperlink and the way seemingly it’s to be clicked on.

Construct exterior hyperlinks by way of to key pages

As linking pages cross PageRank, it stands to cause 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 potential, 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 appears to be like one thing like:

Class pages
Product pages
Weblog posts

That is clearly simpler mentioned than completed. Practising these ways with an general goal to drive PageRank to your key pages. This reduces the dampening components at play.

Methods to get previous this

One widespread strategy to bypass this problem 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 endure 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 price 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 aware of the affect 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 a number of PageRank to cross onto your individual web site are among the most sought-after hyperlinks to realize.

More often than not, that is truly considered at a site degree, nevertheless as is demonstrated on this nice evaluation of how PageRank works by Majestic, a site that ought to theoretically have a excessive PageRank can truly be considerably decreased at a web page degree by its personal inside linking.

One caveat for Digital PR groups on this regard isn’t being too reliant on domain-level metrics as a proxy for hyperlinks that cross lots of PageRank and are thus good for rating. Precisely which pages have excessive PageRank is nigh-on unimaginable 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 particular web page, reasonably than a site.

2. Construct hyperlinks from related websites

As a part of the Cheap Surfer Mannequin, it suggests {that a} hyperlink is much less prone to be adopted if the hyperlinks are unrelated to the doc:

“This cheap surfer mannequin displays the truth that not the entire hyperlinks related to a doc are equally prone to be adopted. Examples of unlikely adopted hyperlinks could embrace “Phrases of Service” hyperlinks, banner commercials, and hyperlinks unrelated to the doc.”  (Supply)

In consequence, constructing hyperlinks from websites which are of upper relevance to your individual web site, is prone to cross extra PageRank.

3. Keep 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 greater than the PageRank handed by the fruits of 1000s of others mixed.

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

Use inside linking to unfold PageRank

We have to think about a couple of completely different strategies whereas figuring out pages that may profit essentially the most from rating and the way you cross PageRank round an ecommerce web site:

Hyperlink to pages you wish to rank from pages which have excessive PageRank themselves
Hyperlink to pages you wish to rank extra often all through the positioning
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 cross PageRank to – 

Homepage linking

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

Which means that by way of PageRank, the homepage has essentially the most to cross on to different inside pages.

By rigorously deciding on which pages you hyperlink to from the homepage, and due to this fact cross the excessive ranges of PageRank to the important thing pages you wish to rank.

2. Hyperlink to pages you wish to rank extra often all through the positioning

One other methodology to contemplate is how often you hyperlink to an important pages you wish to rank.

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

Due to this fact, try to be contemplating the place you’ll be able to add inside hyperlinks to make sure that vital pages are linked to extra often, together with:

International navigation

Attributable to being outdoors of the primary physique content material of the web page, we will fairly assume there’s a dampening issue utilized to hyperlinks within the menu. Nonetheless, given its position in navigation, that is prone to be far lower than within the footer. 

Due to this fact, for the reason that world navigation is, because the title suggests, linked globally from each web page on the positioning, the sheer variety of hyperlinks that can be passing PageRank is prone 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 (outdoors of usability advantages for the shoppers) is that they cross PageRank as much as the core pages that typically 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 growing variety of subcategories, and many product pages. By implementing breadcrumbs on the positioning, you utilize the pyramid construction to your benefit (each website positioning and CX clever). 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 inside hyperlinks as an inverse pyramid, concentrating the best quantity (if we disregard the homepage) on the core classes which are the pages typically focused for prime quantity key phrases. On this sense, your ecommerce web site stands an ideal likelihood of receiving massive quantities of PageRank from inside hyperlinks.

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


Primarily based 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 chance of a hyperlink being clicked on a web page, it’s due to this fact price contemplating whereabouts on a web page. This might additionally imply contemplating web page templates normally 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 prone to drive extra PageRank than proper on the finish of an article. On a case-by-case foundation, this distinction could seem trivial, nevertheless, on an ecommerce web site with a whole lot and 1000’s of blogs, the PageRank handed in complete could also be important.

Susan Dolan is a Search Engine Optimization Guide first to crack the Google PageRank algorithm as confirmed by Eric Schmidt’s workplace in 2014. 

Samuel Hurley is the Founding father of NOVOS, International website positioning Company Of The 12 months 2020 and 2021.

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