If you want to see how important links are, open your web browser, go to Google, and do a search on "Click Here". The first result is Adobe Acrobat Reader download page. Interesting, no?

Even more interesting is the fact that the words "Click Here" are nowhere on the page. It would be silly to use "Click Here" as keywords because it is not a normal search term, and Adobe did not even include them anywhere on the page text, title, description, or in any metatags at all. So why does Google rank Adobe's download page number one on that term?

The answer is external links. As a convenience to customers and site visitors, just about every web site that has a PDF file available also has a link to Adobe for the Acrobat download. And almost invariably, the link text is something like, "If you need Acrobat Reader, click here." The Adobe example illustrates a key point about links: The search engines use anchor text as a huge hint as to what the target web page is really about. Anchor text, for those who need to know, is the visible link text that you click on in the browser when the page is rendered. In some ways that makes our lives more difficult because we cannot control how others link to us, much less whether they link to us. There are some ways around this that I'll touch cover in the next installment. But first a word about Page Rank. Page Rank values range from 0 to 10 (which is an eleven point scale, oddly enough). The actual components of Google's Page Rank calculation are yet another closely guarded secret, but it doesn't take a genius to see that the number of external links to your page is a huge part of it.

The importance of Page Rank is sometimes overblown since search engines must by definition care more about a page's relevance to search queries. However, Page Rank is definitely one of the factors that will push your page higher in the crowd of equally relevant pages returned as query results. If you have virtually no competitors for your primary keywords, don't worry about Page Rank. The rest of us need to have it on our radar.

There are precious few PR 10 web pages and at the time I'm writing this, Adobe's Acrobat download page does indeed have that coveted PR 10 ranking. It certainly got the bulk of its rank because so many sites provide unreciprocated links to it. Another factor in Page Rank appears to be age: All things being equal, sites that have been around longer tend to have higher Page Rank values.

A hint to those still awake: The age factor as well as the Google sandbox described in part 1 of this series are both powerful arguments for getting web sites up and spidered as soon as possible, even if only as prototypes or proof-of-concepts.

If you were to survey tens of thousands of web sites, I believe you'd find that the most successful private, non-corporate web sites have a PR of 6. There are very, very few PR 7 sites, and if you've managed to achieve a PR 4 or 5 without professional SEO help, you've done pretty well.

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