Increasing PageRank through Smart Internal Linking

By Josh Spaulding | Search Engine Optimisation

Dec 05

With so many people obsessing over PageRank (PR,) it’s often a bit funny to see many of the same people letting the PR of their own pages leak like it’s nothing.

What is Pagerank (PR?)

Before I provide some tips on improving the internal linking of your own site/blog in order to not only increase the “indexibility” (I know, that’s not a word, I like it though) of your own site/blog, but also to increase the PR of your “money pages,” I’ll explain the basics of PR for those who don’t already know.

Every page that is found on the World Wide Web (WWW) is given a set authority. Google calls this authority “PageRank,” while other Search Engines (SE’s) give it their own title.

This authority, or “link juice” is normally calculated by the authority of the page(s) in which it is linked and by the number links on that page in particular. For instance, page.html is assigned a Google PR of 6. This page contains 20 links. Each of the 20 pages that have been linked to will receive a small portion of that PR6. In other words, the higher the PR of the page linking to your page and the fewer the links, the more authority your page will receive.

It’s also important to understand the difference between Google Toolbar PageRank and the actual PageRank that is assigned to each page since Google is the biggest player in the SE game. Toolbar PR is the reading (usually false) that is shown to us via the Google Toolbar or any other tool that draws this data from the Google API, while the actual Google PR is not shown to anyone, outside a select few at Google, and does directly contribute to your pages Search Engine Result Pages (SERPS) positions.

So, although many will say PageRank doesn’t matter, it actually does matter! Next time someone tells you “PageRank doesn’t mean anything,” do me a favor and tell them that they need to understand what PageRank is before they make a statement like that. 😉 Google toolbar PR doesn’t mean anything these days, but the actual PR that we can’t see does in fact mean quite a bit!

How to Improve your Internal Linking Structure

As I stated before, authority is passed through to each link on each page of the WWW that has been indexed by any given SE. With that being said, consider all the different types of links you harbor on your own site/blog. Most likely you have one or more of the following:

1. Affiliate links
2. Contact us links
3. About us links
4. Social media links
5. Links to sites that don’t need your help ie. Google, Wikipedia etc.
6. Links to other internal pages that contain the same content as your “money pages” ie. archives and navigation etc.

None of these links deserve any authority, yet they get it on many sites across the net. There are 3 ways to prevent this.

1. robots.txt
2. META nofollow
3. rel=”nofollow” attribute

The robots.txt option is the best for restricting internal pages, as outlined in #2,3 and 6 above. The nofollow META tag is useless, as you can do the same thing with robots.txt, which is honored by more major SE’s and the rel=”nofollow”, which unfortunately is only honored by Google and a few other SE’s, is what you should be using to restrict affiliate links, social network links etc. from being assigned authority or “PR.”

To restrict links from being indexed and assigned authority via the robots.txt method, just insert the following in your robots.txt file (replacing “page.php” and “directory/” with your own pages and/or directories:)

user-agent: Googlebot
disallow: /page.php
disallow: /directory/

You can also use a wildcard to restrict everything after a certain parameter ie.


To restrict SE’s from indexing and/or assigning authority to links via the rel=”nofollow” (some SE’s treat it differently) just insert the following into the link(s) you want to restrict:


To restrict SE’s from indexing and/or assigning authority to pages via the META nofollow option, just insert the following META tag into the page you want to restrict:

By using one or all of the above options you will be increasing the PR of your site/blog by taking the authority that was once assigned to these pages that should have been ignored in the first place and letting it flow to the pages that you want to rise in the SE’s.

Once you’ve loaded up your robots.txt file and restricted all the static pages on your site/blog it is relatively easy to continue this positive trend. Also keep it in mind and remember to insert a rel=”nofollow” into every link you publish that doesn’t need to receive any authority.

About the Author

I'm a 27 y.o. Husband and Father from Evansville, Indiana (US.) I've been marketing online for just over 3 years. I deal mostly in Article Marketing, SEO, Product Creation and Marketing and Blogging, but I toy with just about everything.

Steven Snell December 5, 2007

Good advice. I had some nice results recently, in terms of search engine rankings, by making some changes to internal link structure and adding more internal links to specific pages.

Pinny Cohen December 27, 2007

Great post. I have to agree, contact links generally get a ton of value in SE's, but aren't nearly as useful as say a product page.

jonh December 30, 2007

great post but i think backlink from site high pagerank will help full

Andrew January 15, 2008

Thanks for this post! I agree that leaking out the PR is not a good idea.

mra January 29, 2008

Great post, will look at pages and change some things.

unTECHy February 11, 2008

Great info. Especially like the nofollow info.

Hye March 21, 2008

Hi. I got one problem. Hope you can help me. I already got my Pagerank from 0 to 3 last update (I think on the first week of March), but the problem is I lost it now. Why? What should I do? Hope you can help me. Thanks a lot.

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ken-G May 4, 2008

good advice :) specially for beginners , thnx a lot :)

Get It From Boy! May 17, 2008

funny because my blog is PR4 in just 2 months without me knowing anything about all this SEO. :smile:

Warung Digital August 16, 2008

I have owned my website, but i never got satisfy in seeing the page rank.

by the way thank you for the tips, :smile:

Claudia August 25, 2008

I have been fighting with Google for some time now. It´s a tie so far. I will try your method and see what happens.

Ryan W. September 26, 2008

Great advice. Thanks!

Jeff October 17, 2008

Good info, thanks

Praha Expert - Pragu November 1, 2008

Very useful article!

I'll start tomorrow on which is my trial project in practical SEO for Dummies :mrgreen:

Peter SEO November 8, 2008

Nice post. Good tips, thanks.

krishna karki November 24, 2008

its to beutiful

D Price December 16, 2008

Great info cheers Josh!

Elle December 26, 2010

Hi Josh,
Excellent article. I am new to a lot of this and have been working to increase traffic and page rank to my new site. Thanks for being thorough and explaining the content clearly. I will be trying your techniques today.
My recent post Happy Holidays!!!

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