PageRank

PageRank is an algorithm used by Google to measure the importance and authority of web pages based on the links pointing to them. It was developed by Google’s founders, Larry Page and Sergey Brin, and became one of the core foundations of Google Search.

At its core, PageRank is based on a simple idea:
👉 A page is important if other important pages link to it.

How PageRank Works

PageRank evaluates links as votes of trust. However, not all votes are equal.

The algorithm considers:

• The number of links pointing to a page
• The quality and authority of the linking pages
• How PageRank is distributed through links

If a high-authority page links to you, that link passes more value than a link from a low-quality page.

PageRank Flow (Link Equity)

PageRank flows through links across the web, often referred to as link equity.

Here’s how it works:

• Each page has a certain amount of PageRank
• When it links to another page, it passes a portion of that PageRank
• The more outbound links a page has, the more its PageRank is divided

This is why:

• Links from authoritative pages matter more
• Excessive outbound links can dilute value

The Damping Factor Explained

PageRank includes a concept called the damping factor, which represents the likelihood that a user continues clicking links instead of starting a new search.

In practice, this:

• Prevents infinite link loops
• Reduces the value passed at each step
• Makes PageRank more realistic

Not all PageRank flows endlessly some value naturally “decays” along the way.

Why PageRank Is Important for SEO

Even though Google no longer shows public PageRank scores, the concept is still deeply embedded in modern SEO.

PageRank matters because it:

• Influences how authority is distributed
• Rewards high-quality backlinks
• Helps determine page importance
• Supports ranking decisions
• Makes internal linking critical

Modern algorithms are more complex, but PageRank principles still apply.

PageRank vs Modern Ranking Factors

PageRank is not the only ranking factor anymore.

Today, rankings also depend on:

• Content quality
• Search intent
• User experience
• Page speed
• Mobile usability
• E-A-T signals

However, links and authority remain foundational, and PageRank is the reason why.

Internal Linking and PageRank

PageRank doesn’t only come from external backlinks it also flows through internal links.

Smart internal linking helps:

• Pass authority to important pages
• Improve crawlability
• Strengthen topical relevance
• Boost underperforming pages

Poor internal linking can trap or waste PageRank.

PageRank and Nofollow Links

Links with attributes like nofollow, sponsored, or ugc affect how PageRank flows.

• Follow links → Pass PageRank
• Nofollow links → Typically don’t pass PageRank

These attributes help search engines understand link intent and reduce manipulation.

Common PageRank Myths

Let’s clear up some misconceptions:

• ❌ PageRank is dead
• ❌ More links always mean higher rankings
• ❌ Toolbar PageRank still exists
• ❌ You can easily “sculpt” PageRank

✅ PageRank still exists just not publicly visible.

How to Improve PageRank (Safely)

You can’t optimize PageRank directly, but you can influence it by:

• Earning high-quality, relevant backlinks
• Improving internal linking structure
• Removing or fixing broken links
• Avoiding spammy link schemes
• Creating content worth linking to

Natural link growth is the safest path.

PageRank and Link Building

Effective link building aligns perfectly with PageRank principles.

Good links:

• Come from authoritative sites
• Are contextually relevant
• Are editorially placed
• Add real value

Bad links try to manipulate PageRank and usually fail long-term.

Is PageRank Still Used by Google?

Yes. Google has confirmed multiple times that PageRank is still part of its ranking systems, even though it’s no longer shown as a public metric.

Think of it as:
👉 A hidden authority signal working behind the scenes.

Final Thoughts

PageRank is one of the most important concepts in SEO history and it still shapes how search engines evaluate authority today. While SEO has evolved far beyond a single algorithm, PageRank’s core idea remains unchanged: links matter because trust matters.

If you understand PageRank, you understand why backlinks, internal linking, and authority are still at the heart of SEO success.

Frequently Asked Questions (FAQs)