What’s The Deal With Page Rank?

Sep 26, 2013

In a constantly changing digital marketing climate, marketers and business owners alike have begun to wonder just how the transformations endured by search engine optimization really affects the way searchers seek and find solutions and answers on the Internet. Despite constant changes, ranking among competitors has become increasingly difficult, requiring (sometimes slow and painstaking) efforts that may have previously been much easier to perform with much better page rank results. But as changes continue to occur, provoking marketers to constantly change their own game plans, how important is page rank in the grand scheme of one’s marketing plan? Understanding what is occurring in the digital marketing world and among search engine algorithms is the first step to understanding what steps should be taken to make sure one’s business, product, service and information continues to be available to those seeking it.

why pagerank matters

Local Search

Local search has changed the way websites rank in a big way. Search engines have begun to push local sites filled with localized content and with local brick and mortar addresses to the top of some search results sought by local searchers. Searchers seeking a business in a specific area may be shown results that are nearer to them, because search engines are assuming such results may be more relevant, thus offering searchers a better overall search experience. Because of the importance of local businesses on search results, the same search may yield different results for different searchers based on their physical location and the location of related businesses. Searches are becoming increasingly tailored to meet the specific needs of those seeking information.

Increased Mobile Device Use

In addition to more localized searches, mobile devices have burst onto the scene in an even bigger way. Smart phones, tablets and other devices have made it easier for searchers to seek information on the go. Because business information is sought at all times from a multitude of places, whether it be in the car a restaurant or even a park bench, optimizing for mobile devices in addition to traditional websites can have a great effect on the traffic and mobile ranking among other websites. Those sites that are optimized for mobile devices and offer consumers quick glimpses of information on the go may produce more traffic than simply ranking among traditional results, depending on the industry at hand. A website that ranks higher among desktop results may not rank as high among mobile devices. As a result, search engine page rank may b more or less important depending on what type of device is being used by consumers.

The individual experience of each user and searcher is becoming increasingly important to both users and search engines, which have tailored algorithms to meet these needs and desires. Searchers what information that is relevant to their specific situation and their needs. When results yield information and websites that do not coincide with those needs, search engines may because less desired. In order to meet the growing needs of consumers and stay competitive with other search engines, the major giants in the industry are constantly changing the way pages rank in order to keep searchers happy while transforming along their changing needs and desires. As ranking continues to become a more tailored experience, the way businesses and marketers optimize their websites will become more important than simple factors and steps comprised of search engine optimization.