“Why, I feel all thin, sort of stretched, if you know what I mean: like butter that has been scraped over too much bread. That can’t be right. I need a change, or something.”
-Bilbo Baggins, The Fellowship of the Ring
Pagerank is indeed like butter (hmm delicious butter). The problem is that most people spread their Pagerank far too thin to be effective. They chose niches that are too broad or attempt to spread their Pagerank across too many pages, diluting the overall effectiveness of the pages in the search results. This was a common tactic a few years ago to cover long tail keywords in the search results on a single site. Xaosearch.com was site we did that did that by using Amazon content. It’s no longer a viable tactic yet I still people stretching their Pagerank too thin.
There are some simple things that you can do to avoid spreading your Pagerank too thinly.
Pay attention to your internal link structure
Make sure your internal link structure on your site is solid and your layout passes Pagerank back to your home page. If your content is interesting you are going to attract outside links and these need to gather and pass the Page Rank back to your home page.
Don’t let your ambition overreach your PageRank.
As high paying as some of the more competitive categories such as mortgage, debt consolidation, and insurance are, the likelihood of you being able to succeed with such competitive terms is slim to ZILCH. Pick a topic you are truly passionate about (or at least interested in) and stick with it. When in doubt localize the topic. It’s very tempting to try to do a massive long tail play like Early Miser or Best Buys UK. It’s a mistake. As Keith Richards is famous for saying when a young rock and roll writer tried to match his heroin intake, “Now what you got to remember is that you aren’t me.” I have done a lot of long tail plays so I know how to drive traffic to them. It’s not the same as going long.
It’s far better to go with a set of long tail keywords and topics. If you stay focused and build your incoming links and you can succeed with a niche site. For example I recently relaunched Bobby Orr’s Locker which is a site dedicated to Bobby Orr memorabilia and hockey collectibles. I can focus on a specific set of long tail keywords for Bobby Orr and the Boston Bruins. It’s not too competitive and since I have built the site around collectibles, the average sale is going to be pretty high. For example you can get Bobby Orr’s signed jersey which typically has a price of $600.
Stay with it.
It’s going to take you a few quarters to get indexed properly. I would suggest that you plan on at least two quarters to get properly indexed. So plan on spending some time in the sandbox and avoid any schemes to get “out of the sandbox”.
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