Video transcription

Hi, welcome to this how-to video on how to use the Inrank metric.

Inrank is a way to measure the on-site popularity of a site's pages, based on the Google PageRank algorithm. It calculates the probability that a visitor will visit the page thanks to the site structure created by internal links. This is expressed on a scale of 0 (really unpopular pages) to 10 (the most visitable pages).

This influences Googlebot visits as well as human visitors, and Google has stated that it can be used as a ranking factor.

You can find Inrank in your Crawl Report, under Link Flow > Internal Popularity.

Make sure you're using a segmentation that groups your pages in a meaningful way.

This first graph shows how deep your site is in terms of number of clicks required to reach the page from your start URL.

The red line shows the average inrank per depth. This is not probably not what you want your site to look like. See how the average inrank falls very sharply between 2 and 3 clicks deep, before we get to most of the site's pages?

Use this next graph to see which pages are concerned by this drop. Most of my key pages, in yellow, look like they're high enough in the site structure.

But site structure is not the same as PageRank. These key pages in yellow at levels 4, 3 and 2 are something to take a closer look at by clicking on the graph to see the list of pages.

The Inrank Flow is extremely useful to see which groups of pages send popularity to others, and to test what happens if you remove groups from the structure.

For example, these technical SEO pages support the landing pages: this arc is colored blue. But it's such a small portion of the yellow that we can't see its influence. And these money pages actually give away their popularity to less-important pages.

And a lot of the yellow popularity is redirected to the other type of key pages in orange. Hmm.

You can also see how the Inrank within each group of pages changes as you navigate deeper into the site.

If you have other sources of data connected, you can also cross-analyze using the inlink metric. For example, based on data from Google Search Console, you can see how strongly Inrank correlates with how the page ranks on Google.

Your turn to see what insights you can gain from Inrank! Ready? Set? Go!

See you next time!

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