PraxisNow, an Internet marketing consultancy, surveyed more than 300 business websites located in the greater Dublin area and found a lack of awareness of how to use the sites to bring more revenue to the companies that maintain them.
A massive 95pc of the sites surveyed were estimated to have 10 visitors per day or less on a rolling average. Close to 70pc of the sites had less than the required amount of content for Google to deem them ‘substantial’, so that they are being penalised for having insubstantial content.
Fewer than 23pc had a Google Page Rank of five or better thus further limiting the sites’ placement when search results are presented. In addition, more than 90pc of the sites did not have an opt-in facility for visitors on the home page.
Most of the sites covered for the survey had no meaningful statistics collection, which PraxisNow claimed would prevent them from knowing if the sites had lots of visitors.
First off, I think these are useful statistics. I am not in the least surprised by the findings of this survey.
But one piece of this story really stuck out:
Fewer than 23pc had a Google Page Rank of five or better thus further limiting the sites’ placement when search results are presented.
As any good search engine optimisation engineer (what a name?) will tell you, a websites position in the SERPs is determined by a number of factors, amongst the most important of which (in my opinion) are the PageRank and topic/theme of that site’s IBL’s (In Bound Links) relative to the search term. Yes on-site content counts also, but a sites PageRank is relatively unimportant in relation to its position on the SERPs.
You can perform countless searches on Google and find the top SERPs having lower PageRank than subsequent results. Many searches on Google return #1 spots with PR2’s and PR3’s. (I had a client with a PR1 site that ranked #1 for ‘bbq dublin’ for many months out of the 1.1m results returned by Google. Suffice to say they did very nicely from this search term.)
Looking at the Praxis Now website they have a Toolbar PageRank of 2 (yep, who am I to talk but give me 8-12 weeks and the next Google update 😉 ). Now, I have no reason to doubt that Praxis Now have excellent marketing knowledge and know-how. I also have no reason to doubt that their seminars may be beneficial for marketers wishing to learn new techniques.
But, being honest, I do have to question their knowledge of PageRank, SERPs and Search Engine Optimisation based on the language quoted above.