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We have multiple indications that the relative importance of a page on a site influences the rank Google assigns it. Whether we’re talking about internal linking case studies, link juice transfer, PageRank, or even site organization strategies like category and pillar pages, it’s clear that some pages on your site are better candidates than others for top ranks in Google.
Your website might bring back memories of high school. On one hand, you have groups of pages that are the quarterbacks and the cheerleaders of your site. On the other hand, some groups are more like the chess team. Sometimes there are groups with a lot of popularity, but you really wish that wasn’t the case.
Your job as an SEO is to find the groups of pages that need more popularity, the groups of pages that have too much popularity, and make them talk to one another. But how can you visualize–and control–popularity within your site? OnCrawl has the answer.
The effect of popularity: it’s better to be part of the green group than the blue group on this site, even through at a depth of 2, you can’t tell the difference between the two!
OnCrawl uses a metric, called Inrank, to measure the popularity your site attributes to each page. We calculate this similarly to PageRank. Inrank is based on two main factors:
We use a chart called the Inrank Flow to show you how popularity is transferred among groups of pages. You can also use this chart to test what happens to popularity when you take certain groups out of the picture.
This chart shows the flow of popularity into and out of each group.
This works best if you segment your pages in a meaningful way. Your page groups should represent real sets of pages on your site, and allow you to differentiate between supporting pages, landing pages, and money pages. If you’re running an e-commerce site, for instance, you should be able to tell your category pages from your product pages.
An example of a meaningful segmentation that could be improved. The pages with an Inrank of 8 in the “other” category are worth looking into: they were unimportant to this site’s manager, who didn’t place them in a key page group–but the site’s popularity distribution says otherwise!
First, find the group of pages that need a boost from SEO. If you’re working with an e-commerce site, these will most likely be your category pages. Remember: product pages are too prone to modification and too numerous to be an effective target for certain SEO optimizations. What’s more, Google usually finds and ranks them reasonably well without an extra boost. And supporting pages, like blog posts, are great at driving traffic, but they aren’t part of the funnel driving purchases on your site.
You can see how popularity flows to and from category pages by hovering over the group in the Inrank flow graph’s legend. Here, we’ve hovered over the orange group called “categorie”:
Then, look at where the category pages’ popularity is coming from:
Hovering over an arc reveals additional information. The most popular group (“produits”) sends almost 40% of its popularity to the group we want to boost (“categorie”), which constitutes about a third of the popularity for the group “categorie”.
Now, look at the supporting groups of pages, like blogs, whose job is to gain traffic to increase your site’s authority and visibility:
This is exactly what we expect to see.
This looks ok. “Produits” has popularity to spare.
Even when on-page optimization and content quality are about the same, the difference in page popularity on your site can translate to a big difference in rankings. Using the Inrank flow diagram in OnCrawl, you will always know which page groups dominate the social scene on your site, and which groups they share their popularity with.
Not an OnCrawl user yet? It’s a perfect time to start your free trial, gain insights from real data from your website, and benefit from expert help from the Customer Success Managers at OnCrawl.