Google’s PageRank system has more or less dominated the conversations of webmasters and online marketers for many years. Naturally, everyone seems to have a different opinion on how the PageRank process works and how much effect it has on a site’s popularity. As controversial as it is in some circles, there is also some common ground on the system.
A Look Back At PageRank And Backlinks
Just a few years ago, having high PageRank was extremely important. It meant that a website was popular, thanks in part to incoming links (commonly referred to as backlinks) and a variety of other algorithm calculations and probabilities. The thing is, webmasters and online marketers became so obsessed with building their PageRank, that they began to resort to unnatural and unethical means to trick their way to a higher score. Because the trickery more or less defeated the purpose of the PageRank score, the model quickly adapted.
Actual PageRank Versus PageRank Displayed
While the precise details are proprietary information, Google’s internal PageRank system is now reputed to be completely separate from the displayed indicator available as part of the Google Toolbar or via other browser plug-ins and add-ons. This means that Google likely uses a totally unique internal page ranking system as part of its search ranking algorithm. The PageRank indicator available to the public is not even nearly as accurate or robust as the actual ranking algorithm.
Is PageRank Still Important?
The answer in one word – yes. While it’s difficult to determine how exactly the PageRank system is used to factor a site’s search rankings, the publicly available PageRank indicator still reflects a site’s popularity and reputation in many ways. A large portion of web savvy visitors rely on the PageRank score for a certain site as a way to gauge the site’s trustworthiness. They assume that because Google has placed confidence in a site through a good PageRank, that they can confide their own personal confidence in the site as well. People have become conditioned to the system.
How Can A Site’s PageRank Be Improved?
Simple – by providing value to visitors and building relevant, quality incoming links. In other words, the best way to improve PageRank is to be a good steward on the web and attract natural links and traffic. Buying high PageRank external backlinks from other sites for the purpose of improving a site’s own PageRank might have been popular in the past, but today the same tactic is very frowned upon. This is considered to be tricking the PageRank process by playing unfairly.
In a nutshell, it’s still a great idea to keep a close eye on the PageRank indicator for a site. After all, it can help reveal is something has gone awry, and many visitors certainly place their trust in higher ranked websites. That said, trying to trick or manipulate the process is just a really bad idea. Win in the long run by always being ethical and playing fairly.
George Chaney
President/CEO
SEO King, Inc.
