PageRank, named after Larry Page, is a measure of the “authority” of a webpage and is a key factor in Google’s ranking algorithm. It operates on the principle that inbound links are a strong indicator of a webpage’s importance or authority, similar to citation-based criteria for assessing the significance of academic research.
Unlike a simple count of inbound links, PageRank is a recursive algorithm that takes into account the importance of the page containing the link. As shown in Exhibit 25.24, links from pages with higher PageRank carry more weight than those from pages with lower PageRank, giving rise to the concept of link equity. Link equity is a function of PageRank and other factors specific to the link, such as the relevance of the page, the amount of traffic through the link, and the independence of the source.
Link equity is the force or charge a link imparts in raising the webpage’s authority. With reference to Exhibit 25.25, it is a function of:
Use the Search Bar to find content on MarketingMind.
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Two-day hands-on training on Digital Marketing, conducted at the NUS Business School. Designed to make you more effective in developing and executing digital marketing strategies. You learn to use Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.
Is marketing education fluffy too?
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.