The way to use PageRank for ecommerce web sites
12 mins read

The way to use PageRank for ecommerce web sites

30-second abstract:

  • The PageRank nonetheless exists and right here’s a deeper take a look at how Google’s Cheap Surfer Mannequin performs a key position
  • A properly thought linking technique each internally and externally in your ecommerce web site can amplify search visibility
  • Google knowledgeable, Susan Dolan and NOVOS’, Head of website positioning, Daniel Cartland information you forward of the vacation season

PageRank is a patent Google launched, which used hyperlinks to assist decide web sites rankings within the SERPs. The algorithm was named after Google founder Larry Web page.

The unique patent has not been renewed and has since been up to date by different algorithms, which work to attain the identical aim. Nevertheless, by understanding the elemental ideas, we will higher perceive easy methods to place our ecommerce websites to drive visitors and income.

PageRank key ideas

PageRank is handed between web sites via hyperlinks and will be distributed via a single web site with inside hyperlinks.

Some pages have the next PageRank than others and thus can move on extra PageRank to pages they hyperlink to. When a web page hyperlinks to a different, a dampening issue is utilized. The unique patent set this as 0.85 – so a web page with a PageRank of 1, linking to a different web page would move 0.85 PageRank.

Key replace: the Cheap Surfer Mannequin

Google’s Cheap Surfer Mannequin signifies {that a} hyperlink that’s extra prone to be clicked on will move extra PageRank than a hyperlink that’s much less prone to be clicked on. That is decided by a complete host of things, together with font dimension, colour, and anchor textual content. Nevertheless, the place of a hyperlink on a web page can be one thing that we regularly have management over as SEOs and that we will, due to this fact, leverage.

Right here is a straightforward, reasonably crude illustration of how sure hyperlinks will move extra/much less PageRank primarily based on the prominence of a hyperlink and the way seemingly it’s to be clicked on.

How link prominence determines PageRank value

Construct exterior hyperlinks via to key pages

As linking pages move PageRank, it stands to purpose that we wish to generate backlinks to key pages that we wish to rank. For many ecommerce websites, the pages that rank for the best quantity and most revenue-driving key phrases are class pages.

Wherever doable, we must always due to this fact look to make use of ways that help hyperlink constructing via to the pages that drive income, which for many websites seems one thing like:

  • Class pages
  • Product pages
  • Homepage
  • Weblog posts

That is clearly simpler mentioned than finished. Training these ways with an general intention to drive PageRank to your key pages. This reduces the dampening elements at play.

The way to get previous this

One frequent approach to bypass this issue in constructing hyperlinks to class pages is internally linking to key class pages we wish to push from weblog posts/Digital PR items that then get hyperlinks themselves.

Though the PageRank handed to the web page we ideally wish to rank will bear a dampening issue, this will nonetheless be extra useful than failing to get any hyperlinks in any respect to your goal web page.

It’s price contemplating how related the class web page is to the weblog/PR piece it’s being included on, in addition to the place the hyperlinks are positioned on the web page, being conscious of the influence the Cheap Surfer dampening impact can have.

1. Construct hyperlinks from pages with excessive PageRank

As any Digital PR will know, excessive authority pages or pages which have plenty of PageRank to move onto your individual web site are a few of the most sought-after hyperlinks to achieve.

More often than not, that is really considered at a website stage, nonetheless as is demonstrated on this nice overview of how PageRank works by Majestic, a website that ought to theoretically have a excessive PageRank can really be considerably decreased at a web page stage by its personal inside linking.

One caveat for Digital PR groups on this regard isn’t being too reliant on domain-level metrics as a proxy for hyperlinks that move numerous PageRank and are thus good for rating. Precisely which pages have excessive PageRank is nigh-on not possible to know, and though an over-reliance on third-party instruments isn’t optimum, they often is the closest we will get to determining PageRank handed by a selected web page, reasonably than a website.

2. Construct hyperlinks from related websites

As a part of the Cheap Surfer Mannequin, it suggests {that a} hyperlink is much less prone to be adopted if the hyperlinks are unrelated to the doc:

“This affordable surfer mannequin displays the truth that not the entire hyperlinks related to a doc are equally prone to be adopted. Examples of unlikely adopted hyperlinks could embody “Phrases of Service” hyperlinks, banner commercials, and hyperlinks unrelated to the doc.”  (Supply)

In consequence, constructing hyperlinks from websites which can be of upper relevance to your individual web site, is prone to move extra PageRank.

3. Bear in mind it isn’t simply concerning the variety of hyperlinks

Resulting from how PageRank is calculated, the PageRank worth handed by one web site will be drastically increased than the PageRank handed by the fruits of 1000s of others mixed.

This is the reason the reliance on the general variety of hyperlinks will be deceptive.

Use inside linking to unfold PageRank

We have to take into account a number of completely different strategies whereas figuring out pages that can profit essentially the most from rating and the way you move PageRank round an ecommerce web site:

  1. Hyperlink to pages you wish to rank from pages which have excessive PageRank themselves
  2. Hyperlink to pages you wish to rank extra steadily all through the location
  3. Give hyperlinks to pages you need extra prominently ranked

1. Hyperlink to pages you wish to rank from pages which have excessive PageRank themselves

Pages which have excessive PageRank, from which we will assume to be the pages most linked to from exterior websites, can be utilized to move PageRank to – 

Homepage linking

The most effective instance of how you are able to do that is via the homepage. The homepage for many web sites tends to be probably the most, if not essentially the most externally linked to web page on a web site.

Which means that when it comes to PageRank, the homepage has essentially the most to move on to different inside pages.

By fastidiously choosing which pages you hyperlink to from the homepage, and due to this fact move the excessive ranges of PageRank to the important thing pages you wish to rank.

2. Hyperlink to pages you wish to rank extra steadily all through the location

One other technique to contemplate is how steadily you hyperlink to crucial pages you wish to rank.

Contemplating that every web page can move PageRank on – this stands to purpose that if a web page is internally linked to extra steadily, it’s prone to move on extra as in comparison with a web page much less internally linked to (though clearly influenced by the PageRank of the linking pages).

Subsequently, you ought to be contemplating the place you’ll be able to add inside hyperlinks to make sure that vital pages are linked to extra steadily, together with:

International navigation

Resulting from being exterior of the principle physique content material of the web page, we will moderately assume there’s a dampening issue utilized to hyperlinks within the menu. Nevertheless, given its position in navigation, that is prone to be far lower than within the footer. 

Subsequently, because the international navigation is, because the title suggests, linked globally from each web page on the location, the sheer variety of hyperlinks that will probably be passing PageRank is prone to funnel to these pages included within the navigation. These ought to due to this fact be the important thing pages you wish to be rating.


As long-time followers of breadcrumbs at NOVOS, their good thing about passing PageRank to key pages shouldn’t be underestimated, as a result of frequency with which completely different ranges of pages are linked to.

The good thing about breadcrumbs on ecommerce websites (exterior of usability advantages for the shoppers) is that they move PageRank as much as the core pages that typically rank for aggressive key phrases. They’re usually useful to rank the classes.

Most ecommerce web sites have a pyramid construction with the homepage on the prime, adopted by some core classes, an growing variety of subcategories, and many product pages. By implementing breadcrumbs on the location, you employ the pyramid construction to your benefit (each website positioning and CX sensible). Since each product web page will hyperlink as much as its related subcategories and class, and each subcategory will hyperlink via to its related class.

On this sense, you distribute inside hyperlinks as an inverse pyramid, concentrating the best quantity (if we disregard the homepage) on the core classes which can be the pages typically focused for top quantity key phrases. On this sense, your ecommerce web site stands a terrific likelihood of receiving massive quantities of PageRank from inside hyperlinks.

Product pages additionally typically are simpler to construct hyperlinks to and likewise naturally generate them. The upper PageRank product pages can distribute upwards, the larger is the relevance – which suggests lesser possibilities of struggling considerably from dampening elements.

Hierarchy of ecommerce site structure and how PageRank can be transferred


Primarily based on the Cheap Surfer Mannequin we will assume that the PageRank handed by footer hyperlinks is considerably impacted by dampening elements. Nevertheless, the truth that these hyperlinks are site-wide could imply that there’s some profit to together with vital pages within the footer for the buildup of PageRank.

3. Give hyperlinks to pages you need extra prominently ranked

Because the Cheap Surfer Mannequin utilized to the chance of a hyperlink being clicked on a web page, it’s due to this fact price contemplating whereabouts on a web page. This might additionally imply contemplating web page templates on the whole hyperlinks.

For instance, in a content material technique, the place a number of blogs are being written on a given related subject to help a class web page, linking to the class web page early within the article, with clearly associated anchor textual content, is prone to drive extra PageRank than proper on the finish of an article. On a case-by-case foundation, this distinction could seem trivial, nonetheless, on an ecommerce web site with lots of and 1000’s of blogs, the PageRank handed in whole could also be important.

Susan Dolan is a Search Engine Optimization Advisor first to crack the Google PageRank algorithm as confirmed by Eric Schmidt’s workplace in 2014. Discover her on Twitter @GoogleExpertUK.

Daniel Cartland is Head of website positioning at NOVOS, International website positioning Company Of The Yr 2020 and 2021. A Brighton website positioning speaker, Daniel has a specific curiosity within the quirks of easy methods to optimize for various CMS. Discover him on Twitter @DanielCartland.

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