6 ways to Increase Cost per Click (CPC) in Google AdSense

AdSense works by AdWords advertisers bidding for how much they're willing to pay per click on their ads. You as an AdSense publisher could get as little as $0.10 or more that $10 per click.

These are a few tips on how to get paid more per click in AdSense.

1) Target high paying keywords

Some keywords pay more than the other, and sometimes by a very huge margin. Make sure that your website targets the high paying keywords to enjoy the benefit.


2) Display relevant ads

There's no point in having a website targeting high paying keywords if Google AdSense couldn't figure out what your website/page is all about. It'll be displaying irrelevant ads which might not pay well or even PSA (Public Service Advertisements) which pays nothing. You could make use of section targeting feature in AdSense combined with some basic on-page SEO for your website.

3) Target high paying regions

As with keywords, ads targeted for certain regions could pay more than the others. Local ads for Denmark and Netherlands could pay more than local ads in Vietnam.

4) Display less ads

Google will display the highest paying ad on your first ad slot, with lesser paying ads displayed on the subsequent slots. It could be better in general to show less ads but each with high CPC rather than a lot of ads but the lower paying ones placed more strategically and gets the click.

5) Display both text and image ads

You have the option to only display text or image/media for your every ad unit, or you could also choose to display both types. Google will display the highest paying ad regardless of the type, so limiting the ad type will only limit the amount you will get per click.

6) Avoid smart pricing

Google will pay you significantly lower than the amount the advertisers bid for a particular ad if it thinks the click that come from your site does not give good conversion for the advertisers. This is called smart pricing and you should not let your website be affected by it.

http://www.seohub.co.in

Dynamic Search Ads

Dynamically create and show ads for pages on your website without using keywords. Dynamic Search Ads complement your existing keyword-based campaigns to deliver more clicks and conversions with less effort. During pilot testing, most advertisers saw 5-10% more clicks and conversions.

What it does?

Dynamic Search Ads target relevant searches with ads generated directly from your web site -- dynamically. With Dynamic Search Ads, we keep a fresh index of your inventory using Google's organic web crawling technology. When a relevant search occurs, we dynamically generate an ad with a headline based on the query, and the text based on your most relevant landing page. The ad enters the auction and competes normally -- but we'll hold it back for any search where you also have an eligible keyword-targeted ad. So you get better results from broader exposure for more of your in-stock inventory, without making any changes to your existing keyword campaigns.

Why you’d use it?

Dynamic Search Ads complement your existing keyword-based campaigns to deliver more clicks and conversions with less effort. During pilot testing, most advertisers saw 5-10% more clicks and conversions with satisfactory ROI. Even well-managed AdWords campaigns containing thousands of keywords can miss relevant searches, experience delays getting ads written for new products, or get out of sync with what's actually available on your website. And user search behavior can be a moving target. Every day, 16% of the searches that occur are ones that Google has never seen before. Dynamic Search Ads keep your AdWords campaigns in sync with what you’re selling and what users are searching for right now. You’re still in control and can optimize Dynamic Search Ads with transparent reporting, multiple targeting options including negatives and exclusions, and bid and budget settings.

SEO vs. PPC

SEO vs. PPC - Which Provides You the Better Value?

Organizations of all sizes are realizing the importance of online marketing, especially through search engines. Nowadays, people are more likely to end up on your website via a search engine than going directly to it. In fact, according to Jupiter Research, a Forrester Research company, 81% of users find their desired destination through a search engine.

This research makes it clear that it's very important for your brand to have a strong presence in the search engines, ensuring that you're in front of your target audience. However, there's still a big decision to make - whether to use SEO (Search Engine Optimization, or naturally ranking high in the organic results) or PPC (Pay-Per-Click ads, the Sponsored Links and purchased ads on a Google search) to get in front of your target?

Done correctly, both can get you on the front page of the search engines for targeted terms and in front of your desired audience. However, each has its respective benefits and costs. SEOmoz, a great SEO resource, recently published an article by the team at Enquisite quantifying the effectiveness of SEO vs. PPC.

The article details that organic results are 8.5x more likely to be clicked on than paid search results! That's a large disparity and is likely attributed to searchers gradually learning the difference between organic and sponsored results, and recognizing that organic results are typically the more respected resource. Also, researchers have used heat maps to show that searchers' eyes focus on the top organic results, with people barely noticing the ads to the right.

However, PPC holds a slight edge in conversion rates, as paid search results are 1.5x more likely to convert click thrus from the search engine. The SEOmoz article attributes, to the fact that the paid search result's "text and landing page is custom optimized by the advertiser."

So, looking at both of these numbers, it can be concluded that "the opportunity from organic search is 5.66x that of paid search."

So, given the flat out choice of ranking high organically or having great PPC ads - the overwhelmingly logical choice is organic. However, we all know it's not that easy or else those "Rank #1 in Google TOMORROW" robo calls would be much more effective. True SEO takes time, not get rich quick schemes.

PPC's true strengths are its speed and expansiveness. With a PPC campaign, you can be on the first page for a multitude of targeted terms within a day. However, the terms can cost anywhere from pennies to many dollars per click; also, for a PPC campaign to be done correctly, it's usually best to hire a firm that can manage it full time. This can mean that PPC campaigns can get very expensive, very quickly - especially when done correctly.

SEMPO, the Search Engine Marketing Professionals Organization, estimates that 87% of search engine dollars are spent on PPC vs. 11% spent on SEO efforts. That's more than $10 billion spent on PPC vs. just $1 billion spent on SEO. That means the strategy that's over 5x more effective, SEO, is only receiving 1/8 the media spend in the market! It's hard to justify the expense of a PPC campaign, knowing that SEO is more successful and the overall better longterm value.

Don't get me wrong, there are certainly times to use PPC - when you're first launching your company, it's a great way to get your name out there and build brand awareness. For a limited time offer or special event, PPC is an effective way to get exposure that SEO wouldn't have time to contribute to.

Also, PPC is more effective for products than it is for service companies; for example, we focus SEO efforts on terms such as Raleigh web design and Content Management Software; however, we do not engage in PPC advertising for these terms, because they're usually a waste of money for a services firm like ours. Yet we have an electronic payments client that runs a PPC campaign focused around its specific product offerings, and this strategy makes sense for their market.

However, when it comes to the long term lifeline of your internet marketing, the result is clear - SEO offers the better value in search marketing. You won't rank #1 overnight, but SEO is more affordable and the longterm benefits have been proven. All of these facts demonstrate that your company should spend more of its time and resources focusing on SEO vs. PPC.

What are other people's experiences in this realm? Anyone think that PPC is the more value-driven choice than SEO? Let us know your thoughts!

SEO(Search Engine Optimization) vs SEM(Search Engine Marketing)

There are many ways to drive traffic to a site but basically the two most important are SEO (Search Engine Optimization) and SEM (Search Engine Marketing). While there are some similarities between the two ‐ i.e. they both revolve around keywords, they are fundamentally different.

In order to learn how to use them successfully, here are some tips about when it is best to use free SEO and when SEM is the better choice. However, before we move to the tips themselves, it is more than necessary to clarify first what we include on the free SEO list and what goes in the SEM category.

What Is Free SEO and What Is Paid SEM?
There are multiple definitions of what SEO and SEM are. In some cases they are even used as synonyms, which is not precise because they are very different, or SEO is included as a subcategory of the broader SEM umbrella, which is also somehow confusing.

Therefore, to avoid confusion, here is how we define SEO. SEO involves all the link building and onpage optimization activities the purpose of which is to achieve good rankings in organic search, while SEM is everything else you pay for, such as PPC traffic. You might ask if this means that paid links belong to SEM. No, they don't ‐ they are simply black hat and they belong neither to SEO, nor to SEM.

When to Use Free SEO
Free SEO might not involve spending money but it isn't the cheaper alternative. When you consider how much time you spend for onpage optimization and for link building, you don't regard it as free anymore ‐ time is money and these free SEO activities have wasted you so much time that you already know how expensive 'free' can be. Nevertheless, there are cases when you just need SEO. These cases include:

Less competitive keywords, especially long-tail keywords. For less competitive words, your investment in SEO is more likely to pay off because you don't need that much time and effort to achieve good rankings. This is especially true for long-tail keywords because even if you bid on them, you will hardly get many clicks. For long-tail keywords it is possible to rank well even without any special SEO activities ‐ just include the long-tail keyword a couple of times on the page and it's not unlikely to get to the top of search results even without many (or even any) backlinks.

When you are on a tight budget. The second case when SEO is not only the better but the only option is when you are on a tight budget and ideally you have all the time in the world. When your budget is too limited, you might be able to buy some cheap PPC clicks but basically 100 or 200 clicks won't make a huge difference anyway. In this case, you just invest your time in SEO and when your budget allows it, move to PPC.

It might look like SEO isn't very useful, when the cases it's the better option are that few but this isn't so. SEO is useful and even if you can afford to spend tons of money on PPC, never ditch organic rankings completely.

When to Use Paid SEM
Sooner or later you see that free SEO alone doesn't deliver the results you want. This feeling is especially strong after another update to the search algorithm, such as the Panda update, when your sites that used to rank well for your keywords get buried down the search results. At times like these, almost everybody will turn to PPC and paid search. However, even when the times aren't drastic, SEM is a good alternative. For instance, it works best in the following cases:

For competitive keywords. Competitive keywords are too hard to conquer organically. If you have in mind how much time free SEO takes, for competitive keywords PPC is much cheaper than organic. Of course, if you start with Adwords and $3-4 dollar clicks, the costs will be huge but if you try competitive keywords on some of the Adwords alternatives first, most likely you will achieve better results for a fraction of the money you would spend on Adwords.

When you need lots of traffic in a short period of time. Free SEO takes lots time to see some effects. If you are under time constraints ‐ i.e. you need traffic on some occasion, you will hardly want to wait. For instance, if you sell Christmas stuff and your keywords are too competitive, you might end ranking well organically but it's no use to rank well for Christmas-related keywords in February, for example. Therefore, in November and December you might want to drive huge traffic with PPC. If you want to start SEO at that time, it's just in time for next year's Christmas, so basically in this case PPC is your only alternative.

For better exposure. Most experts think that it is Top 5, or even Top 3 for a particular keyword that matters. In other words, if you manage to make it to the 7th or 10th place, for example, this won't be as good as getting into the Top 5 and still you will have invested a lot in free SEO. If you want to get better exposure, you need to consider paid listings. Paid listings for a given keyword are displayed above organic ones, so you are getting more exposure, but you also must have in mind that generally users are more likely to click on organic results than on paid listings because they feel organic listings are more authentic.

To find keywords that convert well. Paid SEM is a great source of keyword ideas for free SEO. After you launch a campaign, you will see that some of the competitive keywords you thought would do great for you, if you ranked well for them in Google, actually don't convert. It's quite logical that if a keyword is competitive, this doesn't necessarily mean it will convert well for you and it's best not to learn it the hard way.
The wisest you can do is spend some dollars on a PPC campaign and see if this particular keyword converts well. If it does, then increase your free SEO efforts and your PPC budget for it.

Free SEO and paid SEM complement each other brilliantly. Each of them has its strengths and weaknesses and for best results, the winning approach is to use both. You just need to experiment a bit till you find the right combination for you and do ongoing monitoring of the effect but once you find the perfect formula, you won't believe how much traffic you'll be getting.

WordPress Search Engine Optimization Server Side

WordPress is ready and willing to be your partner in search engine optimization. This new series will focus on the best ways to optimize your WordPress installations. It is going to be broken down into 2 parts:
Server Side WordPress Search Engine Optimization – these articles will deal with the backend, management dashboard, plugins and themes. We will be exploring the proper use of the robots.txt file with WordPress as well as other server-side technology to best optimize your blog and feeds. We will also look at the installation of analytics tracking, setting up specific blog oriented goals and getting your blog ready for submissions and planting.
Front End WordPress Search Engine Optimization – these articles will deal with how to optimize your content, obtain trackbacks, submit your blog, submit your feed and plant your articles. We will also be looking at the front end of Google Analytics, Google Webmaster Center, Yahoo Site Explorer, FeedBurner and powerful services such as Technorati, Del.iso.us and mag.nol.ia.
I know that there are more blogging platforms than WordPress, and that the backend articles are not going to help people running TypePad, but the front end posts will help anybody with a blog. I use WordPress and am an expert at customizing and marketing that platform. As every professional blogger will tell you: “write about what you know”!
Getting Started With WordPress and SEO
We are going to assume you have hosting that either offers WordPress with their packages, or that you have control over your servers and can install whatever you want. I host with Rackspace Managed Hosting and have 4 servers, 3 of which are Linux. If you are ready to get a blog going and either have hosting that doesn’t offer WordPress or want to upgrade, call me at (813) 907-7688 and I can hook you up with all kinds of different hosting. My Social Network Marketing packages all include hosting if you don’t have a blog and want one.
Once you have installed WordPress and chosen your theme, the fun stuff begins! It helps for you to have a theme that is optimized. A search for WordPress SEO themes will show you a ton of excellent themes that are ready for SEO. While it is true that you have hundreds of choices, you want to keep it simple. Themes that are 100% CSS driven are hard to modify if you aren’t a serious coder.
The theme is extremely important since it dictates how your blog is presented to the search engines. Things like meta descriptions and post headers are extremely important, and are usually within the index.php, single.php and page.php. The page is extremely critical if you use them as well as posts. Standard page code has the title of the blog appear as the primary meta title, I usually remove that line of code so that only the actual title that you input into the visual editor is the title of the page, not the complete title of the blog THEN the page title. Most search engines don’t read meta titles past 85 characters.
If you are unsure of anything I said in the last paragraph, please leave a comment with your question and I will answer it.
Once your blog is installed and you have chosen and installed a theme, there is still a lot of work that needs to be done. For search engine optimized WordPress installs you will need several plugins to help the search engines help you. My next post in this series will list all of the plugins I use, where to download them and how to configure them.

The 7 Most Important Digital Marketing KPI's to Track

The 7 Most Important Digital Marketing KPI's to Track

1. Engagement on website
Your website is your face to your customers, what your customers recognize about your product, service, and values. Your goal is to get increasing numbers of prospects to embrace your brand/website. These KPIs provide valuable metrics on how your website is working:

Number of unique site visitors. How many first-time prospects are discovering your website? Modify your digital marketing plan to increase brand visibility.

Opt-in registrations. How many are signing up? Offer a compelling reason for site visitors to give you their contact information, such as a free e-book, white paper, or newsfeed subscription.

Return visits to website. How often do your prospects come back to your site? Increase return visits by providing valuable information and updating it regularly.

Time spent on website. How long do prospects stay on your site? Ensure your pages load quickly and make your site interesting so they’ll stay longer.

Popular pages and navigation paths.  Applications such as Google Analytics can track visitor traffic patterns and tell you which site pages are most popular.

2. Traffic Sources
Understand which traffic sources are driving visitors to your website.

The Traffic Sources metric measures which traffic sources are driving visitors to your website, and provides a comparison of each of those sources. The three main traffic sources are direct, referral, and search, although your website may also have traffic from campaigns such as banner ads or paid search. In addition to measuring the number of visitors from each traffic source, consider analyzing the number of goal completions from each source.

Terms to remember –

Direct traffic: Visitors that visit your site by typing your URL into their browser, or through an undefined channel.

Referral traffic: Visitors that visit your site by clicking on a URL on another website.

Organic traffic: Visitors that discover your website by entering searching a keyword in a search engine (Google, Bing, Yahoo) and that click on your listing.

Campaign traffic: Visitors that visit your website through a dedicated campaign or clicking on a link with certain tracking parameters.

Bounce Rate : The bounce rate shows you what percentage of visitors leaves your website before further exploring your website. For example, if a potential visitor finds your homepage after searching for you and leaves the page before clicking any other links, they will be considered to have “bounced.”

Total Conversions.: Total conversions are one of the most important metrics for measuring the profitability of your overall marketing efforts. While it’s possible to define a conversion in many ways (such as filling out a lead form, completing a checkout on an e-commerce site, etc.)

Success indicators-

An increase in volume from any traffic source, while maintaining consistent traffic from other channels.
A high or improving goal conversion rate related to any traffic source.
 3. Online Campaigns – CPM, CPC, CTR, CPA
Measuring the performance for your online Campaign
CPM (Cost Per Mille) Also called cost per thousand (CPT) (in Latin mille means thousand), is a common measurement used across all major forms of advertising including: Radio, television, newspaper, magazine, out-of-home advertising, and online advertising. Ad space is purchased on the basis of showing the ad to one thousand viewers. In online advertising, this view is called an impression.

 When buying ad space on specific popular high quality, high traffic websites CPM is the most common form of purchase. The number of impressions will be based on the advertisers’ needs, the campaign time frame and the websites traffic volume. This is a good option for brand awareness in key ad positions and although it does not guarantee clicks it can be comparably effective with other buy types.

CPC (Cost Per Click): Or Pay-per-click (PPC) is a buying model in which advertisers pay the publisher only when the ad is clicked.

 This method is most popular with search engine advertising (Google, Yahoo & Bing) for keyword bidding however is also available across other display networks. The cost paid is either an agreed flat rate or bid based, meaning advertisers compete against other advertisers for the ad space.

CTR (Click Through Rate) CTR is a way of measuring the success of an online advertising campaign by analyzing the number of clicks that an ad received versus the number of impressions that were delivered.

The higher the click through rate, likely indicates the more engaging and relevant the ad has been. The CTR is calculated as follows:

Clicks/Impressions x100

CPA (Cost Per Acquisition): Also known as Cost Per Action, Pay Per Action (PPA), or Cost Per Conversion is an online buying method, where the advertiser pays only for a specified action. This may be an online purchase or a form submission.

 This buy type is less risky for the advertiser however the environments available to run this activity are generally less targeted can be of lower quality and costs can be high.

 Cost per Lead: The number of leads alone does not designate a successful digital campaign. You want to keep lead acquisition costs low so that you can maintain healthy margins and see meaningful growth. By measuring cost per lead for different web sources, you can focus on digital activities that will be the most profitable for your business and reinvest your marketing dollars accordingly.

How to Measure Cost Per Lead:(Total Spent on Campaign)/(Total number of Leads)

4. Social Interactions
Measure the engagement levels of your social media campaigns

You might be wondering what your social media reach and engagement have to do with your marketing KPI's. Well, social media is a huge component of your inbound marketing strategy, allowing you to engage and share content with users. The Social Interaction KPI measures the effectiveness of your social media campaigns at fostering positive engagement. Key interactions can play a pivotal role in a post or story going viral, so it is very important to ensure that you are nourishing the right types of interactions. As well, a strong social media measurement strategy will map these interactions to other marketing goals, such as website conversions or new wins.

Terms to remember-

Interaction: A communication between an audience member and your brand's social profile. This may take the form of platform specific interactions such as Mentions on Twitter, Likes on Facebook, or +1's on Google+.

Success indicators-

A high level of engagement that corresponds to the completion of key marketing objectives.
Viral posts that require little or no nurturing on your behalf.
Sustained engagement over a long period of time.
 5. Landing Page Conversion Rates
Is your content generating conversions? A great well to tell if your landing pages are converting visitors is to see how many people are visiting each landing page and identifying how many of those visitors are actually completing your lead capture forms. One reason people might not be converting is your content. Are you creating remarkable content that will make your visitors convert into leads? If your conversion rates are hovering around 10% or under, you'll want to revisit the page and learn how to write more persuasive landing page content as it relates to your audience.

Another great way to increase conversions would be to optimize your landing pages and call to actions by performing A/B tests.

6 . Organic Searches
What percentage of your traffic is from organic searches?

The traffic to your site generated by organic searches can be directly correlated with your search engine optimization strategy. Some great metrics to help you identify where you organic search traffic is coming from include:

Number of lead conversions assisted by organic search
Number of customer conversions assisted by organic search
Percentage of traffic associated with branded keywords
Percentage of traffic associated with unbranded keywords
Those are four really great metrics to help your company gain a better understanding of your brand awareness, content marketing effectiveness, as well as the impact of your SEO strategy.
7. Mobile Traffic
You cannot forget the increasing amount of traffic, leads and customers being produced through mobile devices like Smartphones and tablets. Is your website effectively optimized for mobile? One way you can tell if your company is generating traffic and leads through mobile is to calculate the following metrics:

Number of lead conversions from mobile devices
Bounce rates from mobile devices
Conversion rates from mobile optimized landing pages
You don't only want to see how many visitors are converting through mobile but you also want some indication of how effective your mobile presence is.

The Effect of Outbound Links

The Effect of Outbound Links

Since PageRank is based on the linking structure of the whole web, it is inescapable that if the inbound links of a page influence its PageRank, its outbound links do also have some impact. To illustrate the effects of outbound links, we take a look at a simple example.

We regard a web consisting of to websites, each having two web pages. One site consists of pages A and B, the other constists of pages C and D. Initially, both pages of each site solely link to each other. It is obvious that each page then has a PageRank of one. Now we add a link which points from page A to page C. At a damping factor of 0.75, we therefore get the following equations for the single pages' PageRank values:



PR(A) = 0.25 + 0.75 PR(B)
PR(B) = 0.25 + 0.375 PR(A)
PR(C) = 0.25 + 0.75 PR(D) + 0.375 PR(A)
PR(D) = 0.25 + 0.75 PR(C)
Solving the equations gives us the following PageRank values for the first site:
PR(A) = 14/23
PR(B) = 11/23
We therefore get an accumulated PageRank of 25/23 for the first site. The PageRank values of the second site are given by
PR(C) = 35/23
PR(D) = 32/23
So, the accumulated PageRank of the second site is 67/23. The total PageRank for both sites is 92/23 = 4. Hence, adding a link has no effect on the total PageRank of the web. Additionally, the PageRank benefit for one site equals the PageRank loss of the other.
The Actual Effect of Outbound Links
As it has already been shown, the PageRank benefit for a closed system of web pages by an additional inbound link is given by
(d / (1-d)) � (PR(X) / C(X)),
where X is the linking page, PR(X) is its PageRank and C(X) is the number of its outbound links. Hence, this value also represents the PageRank loss of a formerly closed system of web pages, when a page X within this system of pages now points by a link to an external page.
The validity of the above formula requires that the page which receives the link from the formerly closed system of pages does not link back to that system, since it otherwise gains back some of the lost PageRank. Of course, this effect may also occur when not the page that receives the link from the formerly closed system of pages links back directly, but another page which has an inbound link from that page. Indeed, this effect may be disregarded because of the damping factor, if there are enough other web pages in-between the link-recursion. The validity of the formula also requires that the linking site has no other external outbound links. If it has other external outbound links, the loss of PageRank of the regarded site diminishes and the pages already receiving a link from that page lose PageRank accordingly.
Even if the actual PageRank values for the pages of an existing web site were known, it would not be possible to calculate to which extend an added outbound link diminishes the PageRank loss of the site, since the above presented formula regards the status after adding the link.
Intuitive Justification of the Effect of Outbound Links
The intuitive justification for the loss of PageRank by an additional external outbound link according to the Random Surfer Modell is that by adding an external outbound link to one page the surfer will less likely follow an internal link on that page. So, the probability for the surfer reaching other pages within a site diminishes. If those other pages of the site have links back to the page to which the external outbound link has been added, also this page's PageRank will deplete.
We can conclude that external outbound links diminish the totalized PageRank of a site and probably also the PageRank of each single page of a site. But, since links between web sites are the fundament of PageRank and indespensable for its functioning, there is the possibility that outbound links have positive effects within other parts of Google's ranking criteria. Lastly, relevant outbound links do constitute the quality of a web page and a webmaster who points to other pages integrates their content in some way into his own site.
Dangling Links
An important aspect of outbound links is the lack of them on web pages. When a web page has no outbound links, its PageRank cannot be distributed to other pages. Lawrence Page and Sergey Brin characterise links to those pages as dangling links.

The effect of dangling links shall be illustrated by a small example website. We take a look at a site consisting of three pages A, B and C. In our example, the pages A and B link to each other. Additionally, page A links to page C. Page C itself has no outbound links to other pages. At a damping factor of 0.75, we get the following equations for the single pages' PageRank values:




PR(A) = 0.25 + 0.75 PR(B)
PR(B) = 0.25 + 0.375 PR(A)
PR(C) = 0.25 + 0.375 PR(A)
Solving the equations gives us the following PageRank values:
PR(A) = 14/23
PR(B) = 11/23
PR(C) = 11/23
So, the accumulated PageRank of all three pages is 36/23 which is just over half the value that we could have expected if page A had links to one of the other pages. According to Page and Brin, the number of dangling links in Google's index is fairly high. A reason therefore is that many linked pages are not indexed by Google, for example because indexing is disallowed by a robots.txt file. Additionally, Google meanwhile indexes several file types and not HTML only. PDF or Word files do not really have outbound links and, hence, dangling links could have major impacts on PageRank.

In order to prevent PageRank from the negative effects of dangling links, pages wihout outbound links have to be removed from the database until the PageRank values are computed. According to Page and Brin, the number of outbound links on pages with dangling links is thereby normalised. As shown in our illustration, removing one page can cause new dangling links and, hence, removing pages has to be an iterative process. After the PageRank calculation is finished, PageRank can be assigned to the formerly removed pages based on the PageRank algorithm. Therefore, as many iterations are needed as for removing the pages. Regarding our illustration, page C could be processed before page B. At that point, page B has no PageRank yet and, so, page C will not receive any either. Then, page B receives PageRank from page A and during the second iteration, also page C gets its PageRank.
Regarding our example website for dangling links, removing page C from the database results in page A and B each having a PageRank of 1. After the calculations, page C is assigned a PageRank of 0.25 + 0.375 PR(A) = 0.625. So, the accumulated PageRank does not equal the number of pages, but at least all pages which have outbound links are not harmed from the danging links problem.
By removing dangling links from the database, they do not have any negative effects on the PageRank of the rest of the web. Since PDF files are dangling links, links to PDF files do not diminish the PageRank of the linking page or site. So, PDF files can be a good means of search engine optimisation for Google.