Part 2: Increase your page rank using internal linking.

Internal linking is an important part of your internet marketing and  internal linking is a system of  creating links between the web pages of your site.  Ensuring that the pages flow from one another well  makes the users experience of navigating your site better. I explained in part one when talking about external linking how these links are confirmation to Google from other websites, of  votes for what pages within your site are of quality and worth reading, internal linking is a chance to let your website have a vote too.  If  your internal linking is done properly it can ensure that the page rank your site receives flows through your pages.

When Google looks at your site to asses what page rank it will receive, they calculate the amount and quality of back links that are present and as explained in part 1 the external links play a very important part in this and the sources of these links need to be of good quality and have a page rank themselves.

When a websites page rank is calculated, internal links, are also taken into consideration by Google too so its important to ensure that these are not something that is forgotten about or equally that they are not created without the system I will explain here into consideration.

Most websites are built in a hierarchical design with the index page being at the top of the hierarchy. Next would be the second level pages, then the third level and fourth level depending on how large the website is and how deep your structure goes.

Most external links point to the index page and as the index page has the most authority in a website it has the highest page rank out of the pages of a site.

This page rank and the strength of it can then be harnessed through the rest of the site if the internal linking is structured properly. Care and consideration however needs to be taken when doing so as not to produce a negative impact on the page rank of the index page.

For example a website which has an index page with a Page Rank (PR) 5 will, if the linking has been done properly have this PR filter down to the second level of pages giving them a PR4. This PR will gradually dilute as it is filtered down the levels of the website, so level 3 will have a PR3 and Level 4 a PR 2.

Deeper level pages within a website can often be seen by Google as less important but with this structure you can ensure that the PR reaches these other pages too making Google take more notice of them and your website overall. The way to achieve such a concise flow of page rank is by ensuring the correct levels of your site link to the correct other levels of your site in the right manner.

• Index page should link to your second level pages.
• Second level pages should link back to the index page and link to each other to ensure they all receive an equal share of the passed on page rank . In addition you should link these pages to the third level sub pages that come from these second level pages.
• Third Level Pages should link back to the second level page they where linked from and if there is more than one page in their sub domain these can in addition be linked to each other. Only do this  if they provide a relevant, similar themed link to each other. Do try to keep this linking to a minimum on the third level.
• Fourth Level and deeper pages should follow the third level method.

In addition to this it is important to internally link to pages of similar subject and theme. When you create your link ensure that the text you use within your links are your main keywords for each page you are linking to.

A websites maximum page rank it can achieve is determined by the number of pages it has and as the amount of pages increase the amount of total website PR potential increases. This PR is distributed across the site to boost the whole site making its overall PR strength grow. The way to then increase this further is by adding more external PR from a constant program of external linking from sites with good PR .

Google states that it only indexes pages that have a minimum of one external link pointing towards it, so for the internal links you build to have maximum effect, you need to structure your linking program to give each page you want to use to make the page rank flow, at least one external link.

You should also bear in mind that all links you have pointing out of your site can reduce the page rank you have built if you are not careful by passing your page rank to external sites. To avoid this common mistake you need to ensure that your outbound links have the rel=”no follow” attribute included in the link text within the coding of your site.

Link building for a website is something that needs to be a constant thing and if you ensure that your internal linking system is correct then your can concentrate on your external linking knowing that the internal flow of page rank will continue to grow in a balanced concise manner.

Script

Jenny – Hi, and welcome to our third and final video blog on press releases.
Today we will discuss how you can distribute your press release successfully online to improve your listings in the Search Engines.

Danii – So, now you have written your press release with SEO in mind it is important to distribute it to places that will reach your target audience.

Sarah – Coverage is the main aspect so look for those press releases that have three elements;
High page rank
relevant categories
Opportunity to include links.

Jenny – We advise that for coverage of your press release you should distribute to three reputable Press Release sites. One of which goes to Google news and two others to gain the interest you desire.

Danii – One your press release has been submitted. You should then socially book mark your Press Release.
Again, submit your work on reputable social bookmarking sites that have a good page rank, and if possible, are industry specific.

Sarah – Once you have social bookmarked your press release it is important to reach your audience through social networking sites. Set up a Twitter and Facebook and promote your press release on there.
This will get the coverage you need and will help you listings.

Jenny – Although there is vast exposure form press release submitted on Google news, it is important that you promote it in other ways. Put your hard work out there and make sure it reaches to those who are most important – your consumers.

Danii – So now you have written, optimised and distributed your press release, you should find with this continuous effort comes the reward reflected in your listings.

Sarah – Next week we will be discussing how you can promote yourself through Article Marketing, a technique similar to those of Press Releases. Join us then. Thanks for listening.

Script

Jenny - Hi, and welcome to the second instalment of our Press Release Video blog. Last week we informed you how to write a successful press release, and today we will discuss how to make your written work SEO friendly.

Danii – So one of the most important things to remember when devising your press release for SEO purposes, is to keep your key words in mind.
These should be present in – The Title, Sub headline and main body.

Sarah – Your key words should be incorporated in a variety of ways including the relevant tags. To do this you need to make sure your press release sites allow links and tags of this sort, as it is essential your key words are apparent.

Jenny – Remembering to incorporate your key words when writing your Press Release makes it so much easier when it comes to distribution. You do not have to edit your work upon distribution.

Danii – Distributing your press release will be covered in the next, and final video on press releases. However it is important for SEO purposes to know where to distribute them to target your consumers.

Sarah – When distributing your press release, remember to always use your keywords to attract your target audience. This will help your listings as well as your press release being found in the search engines.

Jenny – Thanks for listening to our second instalment of how to make the most of your Press Release, we look forward to seeing you next week.

Script

Jenny - Hi I’m Jenny, this is Danii and this is Sarah, and we are the Content Writing Team at Creare.
Over the next few weeks we will be discussing the purposes of writing and distributing Press Releases. This will include How To Write A Successful Press Release, How To Incorporate SEO Into Your Press Release and lastly How To Distribute Your Press Release for successful online marketing.
We will begin by discussing how to get the most out of your online content marketing with How To Write A Successful Press Release.
Firstly, the two main reasons for writing a press release are to expand your presence online and improve your brand through online communication.

Danii – So, what is a press release? Well, many people know it is an industry specific piece of writing that is newsworthy and promotional.
A press release considers the following points:
Industry Specifics – This applies to your company or your industry as a whole.
Newsworthy - Your release can take two approaches:
Current events that are relevant to your companies promotions, products or services.
And current affairs. Look at what is recent in the press that applies to your industry and explain how you can provide solutions to these current situations.
Following these points, you can research and write your press release, with what you want to achieve in mind.

Sarah - So, now that Danii has covered what a press release is, I will inform you how to kick start writing your press release starting with one of the most important aspects for attracting your readers; your title and sub headline.
There are three things to remember when devising your title;

1. Must be attention grabbing and concise. More people are proven to read headlines that are short and snappy than those that contain too much information.
2. It must be relevant.  This is particularly important for releases to receive good responses. Readers dislike being deceived so make sure you give in your main body what you promise in your title.
3. Make it key word rich. This is vital for SEO purposes for both the title and main body and we will cover this more in our next blog.

Jenny - Thanks Sarah,
So, the bulk of your Press Release will be incorporated into the main body. When planning the structure of your press release there are a few things to need to consider.
Starting with the first paragraph, you need to lay down your 5 W’s – what, where, when, who, why.
Next, give a concise overview of the products and services you offer and how this is beneficial to your consumers.
Finally make your release punchy. Avoid any jargon that may not be understood by people out of your industry, being careful not to sound patronising.  It is important to cater for a whole range of audiences.
By following a structure you will never miss important factors that come together to make a successful press release.

Danii -Other elements to add into your Press release are quotes and statistics.
These can give you more authority when people read your press release. Readers will see that you have taken the time to gather facts and figures BUT ensure these are from relevant sources not just opinions from blogs.
Quotes also add a human element that readers can relate too. Ensure you have quoted someone in a senior position or someone that is a specialist in the subject you’re referring to.
Quotes and statistics give more substance to your Press Release and often make it seem more credible than simply an article that is trying to pass for something more.

Sarah - So, if you put together everything we’ve discussed today, you will not only find your press releases easier to write, but should find they receive the recognition they deserve.
Next week we will advise you on how to make your written press release SEO friendly to help you get to the top of the search engines.

When considering SEO, a link building strategy is one of the many options that should be considered.

When deciding on the ranking of a website, the amount of links coming into a site is a major factor that influences the decision that Google makes.
So, how does this work in practice? When Google uses its robots to check through the websites on the internet, it recognises links on the sites pointing to other web pages. As an example, say you put a link on your website to www.crearecommunications.co.uk .

When Google checks the sites it would notice this link and would see this link as a “vote” for this site. Simply put, the more “votes” a site has, the more relevant it is seen as, and the higher the page ranking. This is a fairly simplistic view, as there are other factors to consider, but it still holds true.
So, are all these “votes” given the same weight by Google? The simple answer is no. Links from sites that have a high ranking are deemed to have more influence. A link from www.e-commercewebdesign.co.uk (a page rank of 4) to www.crearecommunications.co.uk  would not be given as much weight as a link from www.bbc.co.uk (a page rank of 9) for example.

From this you can see that the link system does have to take vote strength into account. The number of links coming into a site can still be a good indicator of the relevance of a particular page, but its important to consider that one hundred low quality links to a site may not have the same influence as one or two very high quality ones.

So, when embarking upon a programme of search engine optimisation, take these factors into account if you wish to give your site the best start possible.