For Google, links work like an election: a dofollow link from a related website to your website is a vote. The more votes, the higher you get in Google. But not all links are the same and for that there are a number of rankings: Pagerank, Trustrank and MozRank. We look at how you can increase these rankings and the effect on Google's search results.
To explain the rankings just explained:
- Pageank: Google's rating system based on inbound links. Created by Google's Larry Page. Has not been awarded since 2013. 10 is the highest, 0 is the lowest. This is the only Google ranking that is known.
- TrustRank: Developed by Google in 2004 to combat spam sites. By establishing a link, a site passes on 'reliability' (trust) to another site. However, if you link to unreliable, spammy or dodgy sites, your site will also cost TrustRank again. Also gives a score of 0-10.
- MozRank: Conceived by MOZ that gave it its name, with a score of 0-10. The MozRank indicates the popularity score link. You increase this figure by getting links from popular or semi-popular pages.
To display rankings (link metrics) you need a tool in the form of a site or a toolbar. SeoMastering gives a good comparison of PageRank, Real Pagerank and TrustRank. PageRank has not been updated by Google since 2013, so that is why the algorithm has been simulated for a so-called 'Real PageRank'. This is nicely compared to the TrustRank by SeoMastering. In the free Moz Toolbar for Chrome you get to see the MozRank (next to PA, Page Authority and DA, Domain Authority) by clicking on Page Analysis and then Link Metrics. For Amsterdam.nl for example:
Real PageRank, TrustRank and Google Page Rank via SeoMastering:
MozRank via Moz Toolbar:
So Amsterdam.nl has a Google PageRank of 6, Real PageRank of 7.48, TrustRank of 8.45 and a MozRank of 6.34. Now Amsterdam.nl is actually a bad example despite the good figures: everyone knows which site a municipality will have. You do not need Google as a user (even though it is widely used) and you do not need SEO as a municipality. But what if you do have a site that you want to get higher in Google? What insights do these link metrics provide?
Higher in Google - 6 Google PageRank tips
PageRank = quantity
If you want to increase your Google PageRank, it is mainly about getting links. In particular of pages that themselves have a high PageRank and that do not link that much to other pages.
- Internal links: for Google PageRank, the links on your own website to your own website count as fast as links from another website. So place - relevant - links in your texts, use links in your footer menu and organize your navigation menu not only with the user in mind, but also with SEO.
- Ask your partners: suppliers, partners, customers, local charities, sponsors, network organizations ... they all have a site and a reason to link to your website.
- Guest blogging: Sites in your field with a high PageRank do not simply place a link to your site. Value is needed for this, for example in the form of a valuable guest blog.
- Organize an event: a presentation, free demo or meeting is not only good for your PR in the paper media, but also in the online media. A newsworthy event is quickly recorded by sites as an online press release with a link to more information on your website.
- Give a testimonial: Are you happy about a product or service as a company? Write a testimonial (in good Dutch that is a testimony) that this party can place on the site ... with a link.
- Avoid double links: Sometimes the same page is available under different links. For example: www.bloeise.nl and Bloeise.nl (without www), or http://bloeise.nl and https://bloeise.nl (https instead of http). For Google, these are two completely different URLs with duplicate content. Check whether this is the case with you and refer to a page with a 301 on your server. This is how you merge the link value.
Higher in Google - 10 TrustRank tips
TrustRank = quality
Google created TrustRank to ban spammy and unreliable sites. Because the above six tips can also be applied by very bad websites. Google's Penguin update - through which Google also looks at the backlink profile - was primarily meant to filter in reliability. The backlink profile is the total of incoming links, and looks at the domains, pages and anchor texts on which the links arrive. The emphasis is on reliability, not on whether or not keywords often come back. This is how you create trust:
- Link to reliable sites: If you quote a study, for example, take the trouble to find the original source. This blog (http://www.micrositemasters.com/blog/penguin-analysis-seo-isnt-dead-but-you-need-to-act-smarter-and-5-easy-ways-to-do-so /) is the first to describe the Penguin update, creating a misunderstanding about the exact application of Penguin for example. So feel free to link to (real!) News sites and .edu and .gov domains. This also means that your outbound links work and don't end up on a 404 page. And that also means that you regularly check (automatically) your links. You remove links that no longer work. That is why "blog" no longer links to the URL because it no longer works, but I have included it for completeness.
- User interaction: You know them: “He found a secret entrance in his house. You never guess what happened thenClickbait. Everyone has a little brother, especially Google. Google looks at two figures: the time someone spends on a site and the bounce rate. A site where no one clicks through has a bounce rate of 100 percent. If half clicks through, the bounce rate for that page is 50 percent. A contact page with telephone number has a high bounce rate. Look in Google Analytics below Behaviour / Site Content / All Pages to the time on page and Bounce rate. Pages with little time on the page and a high bounce rate, which do have to score in Google, need attention. See if you can make a better match in target audience and content with on page SEO, add extra valuable content and see if you can add a video (on page for a longer period of time). Also make sure there is a follow-up action: download a white paper, request a demo or contact us.
- Name sources: see if you can report the sources and references at the bottom of an article. That shows Google that your article has been well researched. Especially when you refer to real investigations. Like for customer loyalty to this investigation from Smith and Sparks in which the link is made between loyalty and the actual redemption of points saved, for example.
- Be a brand: so do not go for Goedkoop-huis-schilderd.nl but just for BobSchildert.nl. Your domain and title must be a brand. That indicates that you are unique, a real brand.
- About us page: A real brand also has an extensive page about us. Mission, vision, strategy, core values, history, our approach and local involvement are all topics that support your brand. Make an epic story!
- Use social media: A reliable brand is also active on social media. Place links to your social media channels on your website and ensure regular traffic from social media to your website. A handy free tool to schedule posts is Hootsuite.com.
- Be a proud domain owner. Google is a domain provider, but they do not register domains. They use that role to gain insight into the owner behind a website. Your website is considered reliable when your website exists for a longer period of time, when the whois is publicly known and the address is also mentioned. That shows that you are a 'real' company and therefore reliable.
- Get links from reliable websites. A website with a low PageRank and a high TrustRank is more valuable than a website with a high PageRank and a low PageRank. Of course you don't get links from websites with a high TrustRank, you have a real one there link builder necessary for.
- Get links from news sites. An option in Google's search results is news. This is where current messages from 'real' news sites are posted. Just search for a keyword from your industry and then click on the News filter. The sites that you see now have a high TrustRank. You just don't come to a news site that fast. Guest blogging is sometimes a good option, or approach a blogger with a ready-made article that is really informative, well-written and the links you've added actually add value. Such as a link to an investigation on your website.
MozRank is the new PageRank
MozRank = PageRank
What can MozRank - not even from Google itself - add to that? MozRank is updated at all than PageRank and is also more accurate than PageRank. MozRank is the new PageRank, because it also focuses on the link popularity and looks at the quantity of the links and the MozRank that they pass on. The 6 tips for PageRank therefore also work for increasing your MozRank.
Evergreen content - the best tip
The last tip is the best and applies to all types of rankings: take care of it qualitative content that is always current. Americans call that 'evergreen': always fresh. This can be a universal subject such as: people, psychology, pets, networks, behavior, hobbies, sports, activities. Or you can do that by going through your best articles every year and adjusting where necessary. Qualitative, current articles receive relevant links in quantity and quality.
This article was previously on MarketSun.com; that label was lifted from 1 May 2017;