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Ever wonder why some of your internal site pages have less PageRank (PR) than your homepage? Ever wonder who searches for a keyphrase you may be interested and adds about us at the end? I will help you out then.
Firstly, it is important to realise that this is pretty new ground and subject to change at any time so talk to a pro before doing anything rash. Seriously, I warned you!
I have been working in the internet marketing industry as a stand alone profession for nearly six years now, so the epiphanies that I used to experience on a daily basis are becoming more seldom. But I had a great one about six months ago. Why do I care if a contact us page ranks in the search engines? As a consumer who visits many websites every I really don't care how to contact any given website, unless I really need to, then I know where the contact us link is. The point is I do not really care at Google level.
Well the reason your internal pages have lower PR is because PR itself is derived from pages which other people link to directly, which for most people is their home page. The PR is passed from the home page to each page it is linked to. So for example; if your home page has a PR 6 (to determine your PageRank download and install the goolge toolbar and enable the PageRank feature in the options menu) and it links to 10 other pages on the site, you are actually passing a piece of that PR to each of those linked pages. Which means you are actually taking away a piece of power from your homepage (the one that normally ranks higher than all other pages).
Instead of just linking to each page normally, decide which pages are most important to you (if you site has been around for awhile go into Google Analytics and check out your "top content pages" the ones that people view the most as a guideline. For ones that are not important on your site navigation and in your footer add a piece of code to the link rel="nofollow". This instructs search engines not to follow it off of your navigation, so in essence telling them that it is not important. This will place emphasis on the correct pages you want to list, people can still see them just the search engines lose track. If you still want the search engines to know about the pages, just not promoted as an important page, simply link to them normally within the content of one of the pages which is followed off of the home page by the search engines, this way they will see it, but realise it is not a crucial page.
This is a pretty advanced technique, consult your search engine marketing professional of choice before undertaking this.
May vary, but this has the potential to take you from page 2 in the results to page one on its own depending on the competativeness of the keyphrase.