Pagerank
Estimates the relative importance of a web page by analysing the quantity and quality of links pointing to it, using a link-based algorithm developed by Google.
If you have ever assumed a high PageRank score guarantees a top ranking, you already know the metric is only one signal among many.
Key points
- PageRank is not a standalone ranking score; it is one of hundreds of signals in Google's system.
- The old toolbar PageRank (0–10) is obsolete; do not use it as a live SEO metric.
- Links from authoritative pages with few outbound links pass more value than links from low-authority pages with many outbound links.
- Internal linking shapes how PageRank flows through your site; pages you link to from important pages gain more equity.
- Not all backlinks are equal; evaluate source quality, relevance, and outbound link count before building backlinks.
Two pages, same site, different link profiles
Page A receives 50 backlinks from low-authority directories. Page B receives 5 backlinks from high-authority industry sites. Despite fewer links, Page B ranks higher for its target keyword because each link passes more PageRank. The site's internal linking further boosts Page B by linking from the homepage, while Page A is buried three clicks deep.
Three misconceptions about PageRank
- All backlinks are equal A link from a page with 200 outbound links passes less value than one from a page with 5 outbound links. Quality and context matter more than sheer quantity.
- Internal links do not matter Internal links distribute PageRank across your site. Pages linked from your homepage or top-level pages receive more equity than orphaned pages.
- PageRank is the only ranking factor Google uses hundreds of signals including content relevance, user experience, and mobile-friendliness. PageRank is foundational but not decisive alone.
Four ways PageRank changes your link-building decisions
- Backlink quality over quantity A single link from a trusted industry site can outweigh dozens of low-authority links. Focus on earning links from pages with high domain authority and few outbound links.
- Anchor text relevance The anchor text of a backlink signals topic relevance. A link with descriptive anchor text passes more contextual value than a generic 'click here' link.
- Crawlability and link flow Search bots must be able to crawl the linking page for PageRank to flow. If a page is blocked by robots.txt or noindexed, its links pass no equity.
- Free backlink opportunities Earning free backlinks through guest posts, resource pages, or broken link building can improve PageRank without cost, but only if the linking page itself has authority.
Three things to check before acting on link equity
- Is the linking page indexed? If the linking page is not in Google's index, its outbound links cannot pass PageRank. Check index status before counting a backlink as valuable.
- Relevant context matters Links from pages topically related to your content carry more weight. A link from a gardening site to a tech page may pass less equity than a link from a tech blog.
- Site structure and siloing Organising related content into silos helps concentrate PageRank on key pages. A flat structure dilutes equity across many pages.
Common questions
Does Google still use PageRank?
Yes, Google still uses PageRank as one of many ranking signals, but the public toolbar score is obsolete and no longer updated.
How can you check a page's PageRank?
You cannot check Google's internal PageRank. The old toolbar score is gone. Instead, use metrics like domain authority or backlink analysis tools.
Sources
- Google Search Central Official documentation on crawling, indexing, and link best practices.
- The Anatomy of a Large-Scale Hypertextual Web Search Engine Original 1998 paper by Brin and Page describing the PageRank algorithm.
- Google Search Central Blog: Beyond PageRank 2011 blog post explaining how Google's ranking evolved beyond PageRank.