PageRank is one of the principle criteria according to which Google ranks Web pages. PageRank can be interpreted as a frequency of visiting a Web page by a random surfer and thus it reflects the popularity of a Web page. We study the effect of newly created links on Google PageRank. We discuss to what extend a page can control its PageRank. Using the asymptotic analysis we provide simple conditions that show if new links bring benefits to a Web page and its neighbors in terms of PageRank or they do not. Furthermore, we show that there exists an optimal linking strategy. We conclude that a Web page benefits from links inside its Web community and on the other hand irrelevant links penalize the Web pages and their Web communities.