Most people use Google Page Rank as a calculation of the quality of a link target usually derived from the little green bar that you see when you download the Google toolbar.

This is a fault. The score that is shown on the toolbar does not symbolize the real Page Rank that Google assigns to the page. It is disreputably inaccurate almost to the point of being meaningless: it should only be taken as a very uneven guide and in my opinion should be marked 'for amusement only'.

So if the Page Rank scores Google shares with us are meaningless, how can we measure the quality of a potential link target? Here are some suggestions:

The target website is somewhere you'd like to be seen.

The target website must be relevant to your business.

The website should be able to drive appropriate traffic.

The website should perform well on Google.

The links must be visible to the search engines.

The website embeds the links in the body copy or editorial.

The page on which the links will sit should not be too far from the home page.

The target website allows you to use your own linking text.

The target website links to specific content.

Labels: Link Building

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