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If you've ever used Google's toolbar, you probably have wondered about the little green bar that changes each time you visit a new website. It's called Google "Page Rank," and it's designed to rank websites on a scale of 1-10. Rank is determined by the quantity and quality of the links that are pointed to a particular site. An easy way to gain points in the Page Rank system is to trade links with other sites who have an equal or greater Page Rank. Unfortunately, too much time is devoted to this "little green bar." Most people assume that a website's search engine results are determined by it's Page Rank, but in fact, the two have nothing to do with one another.
Search engine results (commonly reffered to as "SERPS") are determined by a wide variety of factors. Talk to any Search Engine Optimization (SEO) professional and your head will spin with the amount of information involved. But if you ever come across an SEO professional who tells you that Page Rank will guarantee higher listings, beware! Just do a few searches in Google, and you'll discover that listings aren't ranked according to Page Rank. For example, a website with a Page Rank of 7 can easily be listed lower than a website with a Page Rank of 4.
Unfortunately, webmasters spend hours and hours trading links with each other, hoping to raise their Page Rank, when additional and alternative SEO methods should be employed instead. For instance, a quality one-way link is much more effective when it comes to search engine listings, and on-page optimization, which is the strategic coding of your website, is also an important factor.
But what are webmasters who've been focussing on Page Rank all along to do?