Avoiding Link Dilution in Search Marketing
Hardly anyone pays any attention to link dilution anymore when it comes to improving a web site's search marketing. They should, however.
Link Dilution is the effect that comes from increasing the amount of less desirable links that appear on a page. This is because the potential amount of PageRank to be passed via a link from a web page is equal to the total PageRank of the page divided by the number of links on the page.
Thus, all other factors being equal (which they never are), if there are ten links on a page, and the PageRank of that page is 100, each link potentially can pass 10 points of PageRank to the page it links to. Sure, there are legions of other factors involved, most of which are not known to anyone outside the exalted inner circles of search departments at Google and Bing. That goes without saying. Still, it's also clear that link dilution can be a serious problem.
For instance, if a page has 20 links on it, and 10 of them are less than desirable for one reason or another, that means that the available PageRank that can potentially be passed to the 10 remaining "good" pages is only one-half of the total available. The risk of link dilution is one of the factors to which we pay close attention when we decide what links to place on a page.
Wherever possible, we make it a point to link to each page only once, just in case the amount of PageRank available to pass to other pages does get affected by the First Link Priority rule.
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