Pagerank

How it works

PageRank was developed by Google founders Larry Page and Sergey Brin to measure web page importance from link structure. The core idea is that a page is more important if it is linked to by other important pages. The algorithm weighs both the number of links and the authority of the linking pages, using a damping factor and a random-surfer probability model to simulate how a user might navigate the web.

Links from pages with fewer outbound links can pass more value because PageRank is divided across all outgoing links on a page. This means a single link from a page with only a few outbound links carries more weight than a link from a page with hundreds. SEO professionals often refer to this transfer of value as link juice, though the term is informal. When building backlinks, it is important to consider the anchor text used in those links, as it provides context about the linked page.

Internal links also affect PageRank distribution within a site. Pages can pass authority to other pages they link to, so a well-structured internal linking strategy helps important pages gain more visibility in search. For example, linking from a high-authority page to a deeper page can improve that deeper page's perceived importance. Good crawlability ensures that search engines can follow these internal links and discover all pages on the site.

Where it changes your decision

• When evaluating backlink opportunities, prioritise links from authoritative pages with few outbound links over links from low-authority pages with many outbound links.
• When planning internal linking, ensure that important pages receive links from high-authority pages on the same site to distribute PageRank effectively.
• When assessing link-building strategies, consider that guest posting on a reputable site with limited outbound links can pass more value than a link from a link farm or directory.

What it is not

• PageRank is not a standalone ranking score; it is one signal among many in Google's ranking system.
• The old public toolbar PageRank score (0–10) is not the same as Google's internal PageRank calculations and is now obsolete.
• Not all backlinks are equally valuable; source quality and outbound-link context matter significantly.
• PageRank is not the only factor that determines rankings; modern ranking systems include hundreds of signals beyond link analysis.

Common mistakes

• Treating PageRank as a standalone ranking score: This leads to overestimating its influence and ignoring other ranking factors.
• Confusing the old toolbar PageRank score with Google's internal calculations: This results in relying on outdated metrics that no longer reflect current ranking signals.
• Assuming any backlink is equally valuable: This causes wasted effort on low-quality links that pass little or no authority.
• Ignoring internal linking: This misses opportunities to shape how PageRank flows to important pages on a site, reducing their visibility.