OPR is an acronym for OnPage Rank and represents the strength of a page within a web architecture.

General Information[edit]

Search engines assess individual pages of a domain using many different factors. There are more than 200 criteria from Google based on their own statements. One of them is the PageRank, a Google internal value, which draws on the number and quality of external references for the evaluation of sites.

This value has been supplemented with many other ranking factors that are again and again the object of a lively debate in search engine optimization. Various analysis tools are supposed to provide clarity and give website operators insight with which to assess their individual web pages or top pages. The OnPage Rank is one of those important values that highlight the performance of a website and is evaluated using various KPIs. Subpages are the focus of the OnPage Rank and can be optimized according to internal ranking.

Importance for SEO[edit]

The home page of a website is not always the page that gets clicked the most, whether in organic search or paid search or within the website architecture. Certain subpages can serve as landing pages, especially when it comes to major categories that make up the major part of the portfolio. The internal linking structure is a large factor because it is the way certain pages are singled out to be referred to. Concurrently, the link juice flow is controlled.

Internal links should always be designed in such a way as to serve the user and allow perfect navigation. At the same time, you do not want to hinder the flow of link juice which also applies to search engine crawlers. Depending on where you are currently in the information architecture, relevant pages should be accessible. In other words, pages that are on-topic or useful with respect to where you are currently at.

The Onpage rank determines the strength of such a website, among other things, by taking internal links into account. Therefore, other ways and means can be used to increase this value within the structure effectively. In the organic search, site links, rich snippets and other micro awards can ensure that a subpage is stronger, i.e. gets accessed more frequently. General distinctions with title tags, URLs and metadata should also not be neglected.

In paid searches, the click-through rate can be increased through advertisements for subpages or special keywords. Landing pages that refer to subpages are likewise suitable for such a website. And of course, many other factors like good content and SEO-friendly distinctions or the frequency of keywords in terms of your own and other websites (see TF*IDF) play an important role. When subpages get external links, a lot more opportunities open up. The OnPage rank or OPR can assist you in identifying subpages that have potential for optimization.