pPR is a measure of how ‘important’ a page is (according to Google). For the purpose of this article, I will only discuss PR in the SEO context – what it means and how to use it./p p/p pFirst things first: PR is not the cause or the result of high rankings./p p/p pPR depends mainly on 2 things: Incoming links and traffic. Some SEOs make the mistake of assuming high rankings come as a result of high PR, when in fact high PR is one natural outcome of high rankings./p p/p p style="text-align: center;" align="center"Better SEO = higher rankings = more traffic = Higher PR /p p/p pHowever, the concept behind Google’s PR is crucial when working with External Links (i.e.: incoming) and Internal Links (i.e.: the website’s structure). Every link from A to B is considered as a ‘vote of confidence/credibility’ from A to B. We can use PR as a physical measurement of how this credibility travels from one URL to the next./p p/p pThe role of SEO in this case is…/p ol style="margin-top: 0cm;" start="1" type="1" liOff-site: to maximise incoming PR by increasing the number of incoming links and the quality of incoming links./li liOn-site: to harness incoming PR so that none of it is wasted (on broken links) and that most of it is channelled to the most important pages of the website (i.e.: the homepage, main category pages)/li /ol p/p pTo sum up, PR isn’t a factor in SEO, neither is it a direct result of SEO. But the makings of a high-PR website are very similar to those of a high-ranking website. And because of that, the concept of PR can be used to.../p ul style="margin-top: 0cm;" type="disc" liproperly apply linking techniques /li limeasure the effectiveness of these techniques/li/ul