The IREA-AII has invested heavily in Internet marketing, so that each and every franchise website has the best possible chance of standing out in the crowd.
Internet marketing, sometimes also referred to as e-marketing, is the process of promoting products and services over the Internet. The principal aim is to encourage traffic to a website, which can be achieved in various ways. The two most common methods are so-called ‘pay-per-click’ adverts, where the website being marketed only pays for advertising if it yields results; and ‘natural positioning’, whereby skilled professionals can ensure a high placement in search results by optimising the website content and gaining many incoming links from other reputable websites. It is this latter method that the IREA-AII occupies to great success, ensuring that the majority of our websites have a PageRank of 4, 5 or 6 – and some even higher.
PageRank is named after its developer Larry Page, one of the co-founders of Google. PageRank or PR is Google’s way of assigning a numerical value to a web page, thereby indicating its relative importance. PR ranks a page on a scale of zero to 10, where zero usually indicates a penalty to sites that use questionable search engine optimisation tactics, and 10 is achieved only by the likes of the US Government and CNN. Google describes PR in the following way:
“PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyses the page that casts the vote. Votes cast by pages that are themselves ‘important’ weigh more heavily and help to make other pages ‘important’.”
Generally speaking, PR can be divided into the following categories:
PR n/a – The page in question lacks inbound links with an sufficiently high PageRank to register on the scale.
PR 0 – often a penalty, although in some cases indicates a page with insufficient incoming links.
PR 1-3 – Low reputation websites, though with some incoming links from recognised websites.
PR 4-5 – Many incoming links from other pages that Google considers important, indicating a page of high reputation.
PR 6-7 – Indicates web pages of very high reputation, with thousands of incoming links from other high reputation websites.
PR 8-10 – Achieved only by major newspapers, US Government websites and the like. Google.com and Facebook.com are both PR 10 websites.