The other day I was reading a research paper on Link popularity from MarketingSherpa titled :How to (Really) Gain Link Popularity: 5 Mistakes & 3 Proven Tactics.

Everyone seems to know the importance of Link popularity and are obsessed with getting better PR every time Google updates its Backlinks once in a while.

I’ve seem such a varied personal reaction to the Google’s Backlink latest updates last weeks. One of the reaction was- “I hate Google. My PR dropped from PR5 to PR3″. :(

But has anyone wondered for the real reason why the PR rankings dropped from PR5 to PR3. Surely Google doesn’t have any personal grudge against your website or for that matter for anyone’s website.

Google is very choosy about attaching any importance to links on a given website. It doesn’t pass on the importance straight away to a given link adding to a site’s PR rankings. It passes on a percentage of importance to a link and keeps the link on hold for a while till the link matures and then finally passing on the full importance.