To understand how holistic search marketing calculates, you need to understand how Google assigns a numeric weighting from zero to 10 for each Web page on the Internet. This PageRank denotes a site's importance in the eyes of Google. The scale for PageRank is logarithmic and roughly based upon quantity of inbound links, as well as the importance of the page providing the link.
First, small businesses have to be patient with their site's performance. Although your domain may have been registered for years, avoid the temptation to actively build links to the site. Instead, write articles and/or blog postings to fill the site with relevant information. Also make on-site updates like improving title tags, adding a permanent redirect and adding no-follows to the outgoing links, but nothing that needs a rocket scientist degree to understand.
Blogs and forums are good places to create back-links, which can improve your PageRank. Posting comments on a highly trafficked blog immediately creates a link back to your site. The down side is that blogs are being increasingly used for this purpose so blog administrators could treat your links like spam. So to avoid getting your links deleted, make sure to post relevant and interesting comments on these blogs.
Let's say you want to optimize for the long-tail key term “page rank success.” The first step is to create content that relates to that term. It might be something as simple as an article, blog posting, whitepaper or how-to guide. Step two is to ensure that the URL of that page reflects the term. This might look like this: yoursitename.com/page-rank-success.html. Using hyphens between each word gives you a better chance of being indexed correctly.
If you have a lot of good content on your site, you will also want to have other sites link to the terms that best represent your positioning. Make sure you are not just hyper linking your company name but the term that your customers are most likely to use when searching for you. Also consider whether your content is on a blog or a static page. This is important because the title of an article is more effective when it is published on a blog. The title should be catchy and definitely include terms you want people to associate with you when searching for your business.
Remember, if you are trying to achieve a higher PageRank for your small business, you'll need to be patient. Unfortunately, this will not happen instantly.
by Richard Banfield, CEO, Fresh Tilled Soil
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