PR<-->Pr Web presence.

To determine the current state of a Public Relations effort on the Web, examine Page ranks for that particular effort. Just that simple.

Actively involved in this "Web thing" for 10 plus years, I consider myself well exposed, and reasonably well versed in most discussions of the Web. Then eZ bragging up a Page rank of 9, piqued an interest in better understanding the implications of Page rank.

A log scale from 0 to 10 ranking the importance of a page to the Web is the single line explanation of Page rank. Big P, little r, named after Google founder Larry "Page". Pr is my shorthand notation. Wikipedia for a whole lot more info. Wikipedia has a Page rank of 9, Google a 10. A log scale, so a big range at 9, but all 9's are at least in the same discussion. Congratulations to eZ developers who have worked so diligently over the past decade to reach 9.

Anyone heavily invested in the Web, understands Page ranks at the gut feeling / intuition level. The revelation is that Page rank is not just another obscure set of formulas for theorizing. It is a deadly accurate way to figure out who is moving their cause forward the fastest on the Web. The first time I tried it, interesting correlations. The second study, OMG. Third study, this is it. The formula that substantiates the intuition.

Public Relations equals Page rank, the Revelation.

The importance of a making a good first impression is universally understood. Explaining to clients how to position themselves to make a memorable first impression on the Web, nearly impossible.

"I could tell you everything I know, but not one in a 100 of you would know what I am talking about."

--Guido Hibdon, long time professional angler during a fishing symposium at Bass Pro Shops Outdoor World, Springfield, MO.

The context was fishing, but the phrase applies to most expertise. Long time developers, if you are not already ahead of me on the importance of Page rank, install the Firefox Page rank extension. Study past and future efforts in light of Page rank results. At that point, you will "get it". The value for cutting to the chase when clients are having difficulty following along, is immediately apparent. The implications for advertising, both on the Web, and in traditional media outlets, huge.

Everything I Need to Know, I Learned in Studies of Page ranks.

At Bass Pro, after the uncomfortable silence of many, combined with a few laughing out loud, Guido continued the discussion. He related key points he hoped would help everyone, regardless of skill level, catch more fish. Here is my version of what everyone needs to know about Public Relations and Web presence as evidenced by Page rank studies.

• Waiting does not work.

--There will never be a better time to start

--Clients and customers waiting, potentially someone elses clients and customers.

--Real-time updates, real-time results, characterizes the best of the best on the Web

• Simple works best.

--Simple adapts easily to the constant change that is Web reality

--Netizens love simple, Google simple, Twitter simple.

--Confuse site visitors, lose site visitors.

• Advertising budgets are mostly wasted on the Web

--Spam was the original web advertising

--Do you search the internet for Ads?

--Web Advertisements are for the sole viewing pleasure of Web Advertisers

--Conventional advertising into a space, without content that captures interest in that space, totally wasted.

• Control your own content and space

--Great investments of time and money have vanished in an instant on the Web

--Sole possession of the space is the only way to assure continued positive direct interactions that are the lifeblood of a vibrant Web community.

--The Web was built by a community for community communications. It is a level playing field for all. What you do with it, is up to you.

• Plan and prepare

--Know where you are, easily defined by Page rank

--Know your competition, easily defined by Page rank

--Know where you want to be in relation to competing forces, in terms of Page rank numbers

--Have a plan in place, with metrics to gauge progress, Page rank is a core gauge.