An effective search engine optimization (SEO) strategy, is the linchpin of any effort to get your website ranked well in Google’s SERPs.
That is where Google PageRank, an important ranking signal, comes into play.
What is Google PageRank?
PageRank is an algorithmic measurement represented as a “score”, originally created by Google founders Larry Page and Sergey Brin in the late 1990s. The basis of which originated from research about the linking relationships between web pages of one website to another. Thus, Google wanted to use the number and quality of inbound links or backlinks, as votes to figure out which web pages should be deemed more important and trustworthy. The higher a web page’s PageRank score, the more important and trustworthy it was considered by Google’s algorithm. This approach was considered quite innovative at the time because it focused on inbound links, not just keywords.
How PageRank Works
PageRank looks at the quantity and quality of inbound links (e.g. link popularity) to a web page to help determine how much authority they carry. Think of each link as a vote of confidence.
Here is an analogy I like to use to explain how backlinks might inform Google about the importance and trustworthiness of the website receiving those inbound links.
Let’s say you are at your favorite restaurant, where you see Jeff Bezos, Mark Zuckerberg and another person sitting together at a table, having lunch. You recognize that Jeff Bezos and Mark Zuckerberg, are among the most successful tech entrepreneurs in the world, and thus, are considered by many, to be very important persons.
But, what about the other gentleman who is sharing the table with Jeff Bezos and Mark Zuckerberg? You do not know who this person is, but because that person is sharing a table with Jeff Bezos and Mark Zuckerberg, you likely assume that such a person must also be important.
So, when a high-quality (high-authority) website links to your website, it indicates to Google, that your website must also be important to some degree. Moreover, if a number of high-authority websites link to your website, this not only tells Google that your website must be important, but it should also increase your website’s PageRank.
How Does PageRank Scoring Work?
Google’s algorithm assigns a number score, usually between 0 and 10, to each web page. A higher number means greater importance in their SERPs. Google uses this score to help rank web pages, such that, all other things being equal, the most authoritative ones should appear first.
The Significance of Link Equity
In SEO, we call this passing of value from one website to another, “link juice” or “link equity.” That said, not all backlinks are considered equal. For instance, if an internationally recognized news agency website with a PageRank score of 9 (PR9), links to your article, that gives your website a big boost in importance and trust. A spammy website with a PR0? That can lower your PageRank. When your website attracts high-quality backlinks from reputable websites, this helps your website earn more link equity, improving your rankings in Google’s SERPs.
Impact of Google PageRank on Search Rankings
As mentioned earlier, higher PageRank often translates into higher rankings in Google’s SERPs. When your website has a great number of high-quality backlinks, Google sees your website as more important and trustworthy. Studies show that top-ranking websites generally have higher PageRank scores. Therefore, improving your link popularity can lead to more visitors and better visibility in Google’s SERPs.
SEO Strategies to Improve PageRank
Since 2016, Google no longer displays PageRank scores publicly. It used to be visible as a small toolbar add-on, but Google removed it over concerns of manipulation. That said, Google still uses PageRank internally and it remains a vital part of Google’s ranking algorithm. As an alternative, you can check out Moz’s Domain Authority metric.
Ways you may be able to improve your PageRank
- Build high-quality backlinks from authoritative websites related to your industry
- Create content that people want to share…useful, interesting and unique.
- Use internal links to guide visitors to important web pages within your website.
- Avoid shady, black hat tactics such as buying backlinks or using spammy practices, that can harm your website’s reputation.
Google PageRank remains an important, though less visible, part of their algorithm. While it is not the only factor influencing search rankings, a strong PageRank can give your website a significant boost. Focus on earning high-quality backlinks and creating valuable content.
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