One widely debatable subject within the search marketing world, that you are likely to have come across, is Google PageRank (PR).

Google PageRank is a link analysis algorithm that was devised and used by Google. The PR value indicates the importance of a particular page and is devised by a complex algorithm that is based around many factors including the number of links to a page. That is, a link to a page counts as a vote of support. A page that is linked by many pages with high PR values will receive a high PR itself as it has lots of ‘quality votes’. If a page has no sites linking to it then it will receive no ‘votes’ and so there will be no support for that particular page.

Even if you are unfamiliar with the social media world, it is highly likely that you will have heard of Facebook and Twitter. Whilst both are widely known, Facebook is the more dominant form of social media. It is estimated that there will be approximately 1 billion Facebook users compared to an estimation of 500 million for Twitter.

However, if Facebook is significantly more popular than Twitter then why does it have a lower PR?

The highest PR that a site can hold is PR10. Sites that currently hold PR10 include the United Nations website and the US Government website however there is one unusual site that also has such a high PR and that is Twitter. The microblogging site has been awarded the highest PR a site can hold. Facebook currently holds PR9.

A possible reason for the difference in PageRank values could be attributed to the amount of internal and external links. Google PageRank does not reflect the amount of traffic. Rather it takes into account the amount of “votes” a site has through links, as we have previously mentioned.

“Tweeters” are more likely to share interesting content between each other internally on the site and link to content elsewhere on the internet. Twitter users can share pictures from their instagram accounts or videos from Keek, for example, and so they are, in essence, linking to other external sites.

Twitter is renowned for its “hashtags.” It is very rare for a tweet to not contain one. These “hashtags” then go on to form trends and so form internal links. Therefore, the vast majority of users on twitter are constantly creating internal and external links by tweeting.

Facebook, however, does not have such a set up and so users create less internal and external linking.

For more information about the value of internal and external links in a successful search marketing campaign, visit the news section of our website or contact Digital State Marketing today.