Rank leak is an often speculated, rarely proven concept within the search engine optimization community. The premise is that if you load a page with too many outgoing links you will lower the PageRank of that page. It is a reasonable conclusion given that the more incoming links you have to a page the higher the PageRank (in general), so the reverse, more outgoing links, should have a negative effect. Of course we should never believe anything we read until we see proof right?
I’ve been confronted with this question a few times and I have no problems stating that I don’t believe rank leak exists. As with any time I discuss search engines and/or PageRank (or should I say obsess with…) I can never offer concrete proof because only the powers that be, the engineers building the search engines, know how they work. I’m even beginning to wonder if the engineers know what is going on given the complexity and amount of variables in search engine ranking algorithms. It’s probably just a bunch of trained monkeys clicking mouses in a dark room somewhere determining which sites are popular and which are not. Regardless of the possible involvement of primates, because we have the tools - the search engines and our websites - we can form hypotheses and then test them to reach at least some form of loosely verified conclusion. It was with this hope in mind that I headed out into cyberspace to locate someone somewhere that had tested and proven the existence of rank leak.
Rank Leak Myth
My conclusion after reading forums and searching the web is that the general consensus agrees - rank leak does not exist. While there are a few cases of rank leak type effects none where conclusive and almost always erred on the speculative side. Certainly the quantity of outgoing links and the type of link (the relevancy in particular) leaving a page may have “some” effect but no one person I noted reported a direct correlation between outgoing links reducing the ranking of a page.
It should be noted that any page that has excessive outbound links and little content will be flagged as a link page or link directory and unless you are DMOZ no directory is ever going to wheel a lot of power in search engines (incidentally try this post if you want a list of good directories that do wield some power). While the quantity of outbound links may not affect the PageRank of a given page it certainly does effect the amount of PageRank that page passes on to the linked sites since it is divided amongst all the outgoing links. This is why linking your site in directories is not a super effective SEO practice, and it shouldn’t be, because directories are relatively easy to get listed in. Directories are okay if you just want to get noticed and get the search engine spiders to visit your site, but if you want valuable links you are going to have to work harder.
Quick SEO Tip: I just mentioned that the number of outbound links reduces the PageRank value that each link passes on. Remember that Google looks at each page individually and not as a whole site so your intra-linking - your link structure within your site - is very important. You don’t want to pass PageRank to pages that don’t need it (such as disclaimer and privacy policy pages). Your PageRank should be divided between and passed to only your most important pages so don’t place links to less important pages on every page of your site. Footer links are a good example where people often waste links - only put your most important links in your site footer if it’s on every page.
PageRank Paranoia
I believe speculation on things like rank leak is symptomatic of a problem within the SEO industry, and I certainly exhibit signs of the illness myself. I call this problem PageRank Paranoia - an obsessive compulsive disorder where webmasters pay so much attention to their PageRank and search engine optimization practices that they become paranoid and overwhelmed, paralysing their decision process. I understand there is a need for anti-SPAM measures and we all know that good SEO practices lead to a better performing website, but when people start to question every little link placed on a page I think there is a problem. Campaigns like the no nofollow and Problogger Darren’s recent discussion of signatures in blog comments are further evidence of this potential epidemic. I’m not saying that we shouldn’t be discussing the matters, but perhaps taking a step back and evaluating how much time we spend on certain activities is in order.
I advise anyone undertaking SEO for their website to remember two important things -
- Keep it simple
- Patience is a virtue
Sound SEO is not hard and can be kept reasonably simple. Having a solid but basic understanding of what search engines like (keywords in the right places and backlinks) will, over time, lead to a successful website. Once you know the basics of good SEO you can apply them without thinking about it too much. A little keyword research here, a little tweaking there and you will eventually have success. Spend more time working on creating new content and spreading the word about your site on a day-in and day-out basis and you will have achieve your goals, avoid the analysis-is-paralysis trap and stay PageRank Paranoid free.
Yaro Starak
Search Engine Marketer
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Yeah, I’m with you on the PageRank issue. I think we’ve all become to conscious of it and it’s making us waste our time and neglect real things we could be doing to make our sites better.
The only benefit I get from my Pagerank (PR5) is that when I approach other bigger bloggers/websites and seek introductions I usually get a better foot in the door because they see my pagerank and assume I must be a doing something right (and I’ve asked around after developing a relationship with them and this was a factor).It’s sad but true.
I’ve seen absolutely awesome (and financial successful) sites and blogs with pageranks of 1 and 2. I think if we’ve not all be fooled by Google’s PageRank then it’s pretty close to being - I even know from Google insiders … namedropping here
that they want to make major changes to pagerank (if not dump it all together) as they’re not happy how it’s developed over time.
Hmm, I sure suffer from Pagerank Paranoia. I was highly dissapointed to see Google not increasing the PR of my main page. It did however increase the PR of my register page to the same as the main page! That was rather suprising and confusing.
Nevertheless a PR of 4, and having been online for only 5 months isn’t so bad I think. It will take time, but I am trying to get its PR up to a 5 hopefully by the end of the year.
I find the patience factor a huge problem. I can’t stand having to wait 4 months for each PR update. They need todo it weekly
or like, have this system where they send you updates whenever a page you have claimed is updated. Yeah a PR newsletter, can you imagine the amount of money they can make having a PR newsletter. Subscribe to PR newsletter from Google and learn how to increase you PR! Yeah, I’d pay for that.
I think the subject of ‘does PR matter anyway’ should also be addressed - thus eliminating any paranoia at all! Google search results are full of low PR sites ranking higher in the results than ones with a high PR.
I stopped religiously tracking my pagerank across various sites a while ago. I realised that good sites can still rank well, and often my content pages have a higher PR than the homepage.
PR is good for credibility though, and I still believe high PR sites get crawled more often.
[…] Re: settings for a higher PR Not exactly. It sounds like you’ve fallen for the "PageRank Leak" myth and mixed it with a slightly different definition of "authority site" than what I’d use. Some people mistakenly think that linking to other sites will have a net negative effect on their seo efforts. While linking to the wrong sites can hurt you (as Michael mentioned above), Google includes outbound links in your overall scoring. From a conceptual standpoint, think about how useful it would be for a SE to consider what sites you link to in determining your relevance to a particular keyword. If Google sees that you link to:USFlag.orgUS History.orgAmerican Flag Forum at USA Flag Sitethen they can make a pretty good guess that your page is relevant to the American Flag. If it was me, I’d also consider the anchor text that your page used to link to thse sites in determining your page’s scoring. You can’t become an authority site (in Google’s eyes) by simply limiting your outbound links. That’s way too simplistic as that would lead to an unlimited number of authority sites on any given topic and would be ripe for manipulation by guys like me (and you ). My guess is that authority sites (again, in the eyes of Google) are few and far between. It’s probably a combination of stable links from a wide range of other high quality sites (with an emphasis on your certain topic) plus what you’ve got on your site in terms of content, site structure, activity (or lack of changes)… So from my perspective, outbound links to useful sites are a good thing. Rel nofollow the spammy links but you’re hurting yourself if you rel nofollow good links. Good luck, Ross __________________ GoTeamsGo Sports Forum […]
[…] PageRank paranoia is an issue that every webmaster may fall victim to. There are rumours that Google will be changing the PageRank system because they are not happy with how it is being manipulated and interpreted. As a rule of thumb, watch the green bar with interest but don’t take it too seriously or spend too much time trying to force it to increase (staring and yelling at it will do you no good, trust me on that one). […]
This is the first that I’ve heard of the “pagerank leak” issue and I am fascinated by the concern. I did some poking around and found this clarificationon the Google Webmaster’s blog: http://googlewebmastercentral.blogspot.com/2007/03/blogher-2007-building-your-audience.html where they clearly dispute the concept. MY understanding is that pagerank is a page valuation determined by the number of links going TO a page and does not factor the number of links going FROM a page. That valuation might be part of the whole Authority model of relevance ranking. It is possible that Google has configured its algorithm to discount “nonsense” links, i.e. those that come from the junk drawer, catch all, Resources pages used for reciprocal linking policies. I do not see how/why they would diminish the pagerank of the destination page for something like then but, then, stranger things have happened with Google.
[…] SEO Myth Number 5 The SEO Myth SEO Myths Three SEO Myths Debunked Busting Google Indexation Myths Are We Suffering from Pagerank Paranoia There are No Secrets and Other SEO […]