I notice that a lot of webmasters are obsessed with Google PageRank (Entire sections of SEO forums are even devoted to PR). Web sites do not live and die by their PageRank. A PR 6 web site may rank lower than a site with a PR 5 due to other Search Engine Optimization factors. Search engine results are not prroportional to a web site`s PageRank value.

The PageRank value is a representation of a web site`s internal and external link structure. Internally, your web site`s pages should be easily accessible from each other and use anchor text relevant to the theme of the web site. Externally speaking, outbound links should be good quality and/or relevant to your web site`s content. And finally, it is widely known that incoming links also contribute quite a bit to PageRank. There is obviously much more to achieving good search engine rankings that the above linking strategies.

With that being said, many webmasters become obsessed withh the PageRank of their web sites and consider it to be the bottom line of any search engine marketing campaign. This type of thinking can cloud a much more important issue of whether or not the client has seen an improvement in search engine placement and web site traffic. Always base your achievements on specific rankings for keywords that have been well-researched. If you go parading around about achieving a PageRank of 6 for your client, he or she won`t care if they aren`t seeing a return on their investment, now will they?