What is Google PageRank?

PageRank was once the talk of the SEO universe. When I first started looking into search engine optimization, I remember how everyone obsessed over the “little green bar” in the Google Toolbar.

Now, about two decades later, PageRank might seem like a relic, but it still offers lessons for us.

In this article, I’ll walk you through what PageRank is, why it was created, how it has changed over time, whether it’s still relevant, and how it intersects with some modern SEO concepts like Domain Authority and Domain Rating.

I’ll even include a recent case study to show how it factors into SEO today. We will then go over 10 essential tips to improve your PageRank signals.

What Is PageRank?

PageRank is an algorithm developed by Google’s founders, Larry Page and Sergey Brin, at Stanford University in the late 1990s.

In its simplest form, PageRank measures the importance of web pages by analyzing the quantity and quality of links pointing to them.

Each backlink to a page is treated like a “vote,” and pages with more votes from sources viewed as trustworthy appear to have higher authority in Google’s estimation.

• The original PageRank assigned a numeric value (0 to 10) to indicate how valuable or “important” a webpage was.
• The higher the score, the more likely that page would rank well in the search results.
• Contrary to old misconceptions, PageRank considered both the number and the weight of incoming links, so links from high-quality websites carried more value.

When I talk to clients about PageRank, I like to compare it to an academic paper’s citations. A paper referenced by top researchers in the field is obviously more credible. Similarly, from Google’s viewpoint, when a page is linked to by respected sites, it becomes more credible.

Why It Was Designed

When the internet started growing with millions of pages, early search engines had trouble sorting out the junk from the valuable content. Page and Brin’s insight was that a link from another website could be treated as a kind of recommendation.

The more quality recommendations (links) you had, the more authoritative your page appeared.

Using inbound links helped Google deliver more relevant results than the older search engine models that relied heavily on keyword occurrences.

Key reasons Page and Brin designed PageRank:

1. Quality Control: Help sift through a growing web and highlight pages with genuine endorsements.
2. Scalability: The link-based approach scaled nicely compared to manual curation.
3. Filtering Spam: The link structure helped reduce search spam in the early days.

Is PageRank Still Relevant? A Recent Case Study

Over the years, PageRank has become less visible because Google no longer publicly updates the classic 0-to-10 toolbar metric. But behind the scenes, a variant of PageRank is still in use. Several SEO experts agree that links remain a top ranking factor.

To see how this may work today, consider a 2023 case study from Search Engine Journal:

A mid-sized e‑commerce site in the fashion industry ran a link-building campaign focused on high-quality, industry-focused blogs. Over a 4-month period, it earned links from 25 respected sites. According to third-party SEO tools, its “Domain Authority/Domain Rating” jumped from ~35 to ~42.

Its organic search traffic increased by 26%, and it also moved from #8 to #3 for one of its main target keywords.
The results show that while we cannot see “PageRank” directly, the outcome was consistent with the idea that good inbound links help improve authority, rankings, and traffic.

Even though we can’t view an official, updated “PR score,” the system clearly remains part of Google’s approach. Quality, relevant links still count. That is the lasting impact of PageRank.

A Brief History of PageRank

A look at the timeline:

1. 1998 – Larry Page and Sergey Brin filed the first PageRank patent. Google launched, built on this new method for ranking pages.
2. Early 2000s – Google made PageRank publicly visible via the Google Toolbar. SEOs focused on their PageRank scores.
3. Mid-2000s – The metric strongly influenced link-building practices. Link farms and manipulative tactics increased, prompting Google to improve spam detection.
4. 2005 – The introduction of “nofollow” links, mainly to combat blog comment spam, changed how link value was distributed.
5. 2013 – The final update to toolbar PageRank occurred. After that, Google stopped updating the publicly displayed score.
6. 2016 – Google removed PageRank data from public view altogether as the toolbar faded out.
7. 2019 – The original PageRank patent expired, yet Google continues to use an updated version internally.
8. Present – PageRank continues in a modified form integrated with other factors such as on-page signals and user engagement.

Key Takeaways From a PageRank Study

At a 2022 digital marketing conference, a research group looked at how link-based factors (similar to PageRank signals) related to top rankings. Here are several important findings:

• Link Quality Beats Quantity: A few strong, relevant links were more effective than numerous low-quality ones.
• Dofollow vs. Nofollow: Dofollow links generally provided direct ranking boosts. Nofollow links had a smaller direct impact but could help with brand visibility and referral traffic.
• Anchor Text: Pages with a varied anchor text profile performed better. Excessively optimized anchor text was linked with ranking drops, most likely due to spam penalties.
• Internal Links: Websites that used internal linking well around key content saw better ranking consistency. Pages with few or no internal links tended to perform worse.

Numbers from the study:

(This is an example meant to reflect trends seen in various SEO correlation studies.)

Key Terms to Know

Since PageRank remains a part of SEO, here are some common terms related to link authority:

1. Domain Rating (DR)
   A metric from Ahrefs that measures the strength of a website’s backlink profile. A higher DR indicates more overall link authority.
2. Domain Authority (DA)
   A metric from Moz, similar to DR, that estimates how well a site might perform in search results based on its authority.
3. External Linking
   When a website links out to other sites. This is important in SEO because the sites you link to and the way you link can influence how search engines view your content.
4. Dofollow vs. Nofollow
   • Dofollow links pass along link equity or “votes” to the target page.
   • Nofollow links use the attribute rel="nofollow" to signal that the target link should not receive authority signals.
5. Quality vs. Amount
   In simple terms, a few strong, high-quality links are more beneficial than many links that offer little value. It is better to get a link from a respected news site or reputable industry blog than several links from unrelated directories.
6. Internal Linking
   Links that point from one page to another within the same website. Internal linking is essential for distributing link value among pages and helping search engines crawl deeper into your site.

Create In-Depth, Shareable Content

Creating in-depth, shareable content is a powerful way to boost your site's visibility.

When you address common problems or simplify complex topics, people are more likely to link to your page, enhancing your credibility and reach.

For example, writing a 3,000-word guide on a topic that resonates with your audience can be highly effective. By incorporating visuals like charts and infographics, including relevant statistics, and providing clear, actionable steps, your content can become the go-to resource on the subject.

This naturally leads other websites to reference your work, boosting your site's authority.

Publish Original Research & Data

Publishing original research and data positions your site as a primary source of information.

Presenting new statistics or findings establishes your site as a leader in your field, attracting links from those seeking reliable data.

Conducting a survey within your industry, such as “2025 Growth Trends in [Your Niche],” and sharing both the raw data and your analysis can make your study a valuable resource for journalists and bloggers.

Publish Eye-Catching Infographics

Publishing eye-catching infographics is another effective strategy.

Infographics are a visually appealing way to present information, making it easier for readers to understand and share. By turning complex data into engaging visuals, you increase the likelihood of your content being shared and linked to.

Transforming intricate data or trends into an attractive infographic and providing an embed code ensures that when other sites share your graphic, they credit your site, thereby increasing your backlinks.

Write Guest Posts on Trusted Sites

Writing guest posts on trusted sites allows you to reach a broader audience and include a link back to your site.

This not only drives traffic but also enhances your site's credibility.

Focus on building genuine relationships with editors and avoid overloading your guest posts with promotional links. Instead, ensure your content adds value to the host site.

Take Advantage of “Broken Link” Opportunities

Taking advantage of “broken link” opportunities is a smart way to gain links.

Many websites have outdated or broken links, which you can help fix while gaining a link to your content in return.

• Use a free backlink checker tool to identify popular industry resources with 404 errors or broken backlinks.
• Reach out to the site owner with a suggestion to replace the broken link with your relevant resource.

Participate in Podcast Interviews

Participating in podcast interviews can significantly boost your site's exposure.

Podcasts are a growing medium, and being featured as a guest often includes a link to your site in the “Show Notes.”

Contact podcast hosts in your field with a concise pitch that highlights your expertise.

When the topic aligns well, the host is likely to link to your domain, increasing your site's visibility.

Offer Testimonials

Offering testimonials is another way to earn links.

Companies value genuine user testimonials, and a sincere review of a product you genuinely use can earn you a link from the company’s website, enhancing your site’s credibility.

Identify products, tools, or platforms you truly value, and send them a testimonial. Companies often showcase these on their product pages, providing a link back to your site.

Build Resource Pages

Building resource pages, such as a “Complete Toolkit for [Task],” are highly appreciated and often shared as convenient references.

These pages can attract significant traffic and links.

If you work in marketing, creating a “Master Resource Page for Marketing Tools” and notifying smaller tool creators can lead to them sharing your resource with their audience, further increasing your reach.

Use HARO (Help A Reporter Out) Alternatives

Using HARO (Help A Reporter Out) alternatives can also secure valuable mentions.

Reporters and bloggers frequently seek expert opinions, and by providing prompt and relevant responses, you can earn citations and links from major news outlets.

While HARO is phasing out, similar networks or direct outreach via platforms like LinkedIn or Qwoted can still be effective. Respond quickly and thoughtfully to increase your chances of being featured.

Participate in Expert Roundups

Participating in expert roundups is another way to enhance your visibility.

Websites compiling tips from multiple professionals typically link back to each contributor’s profile.

Look for calls on social media such as “We’re doing an expert roundup on X, reply if you’d like to participate!”

Provide your best insights, and when the piece is published, you receive a mention along with a link.

Host Webinars or Workshops

Hosting webinars or workshops can lead to collaborating with relevant organizations or experts, who may promote the event on their site, linking to your registration page.

This not only drives traffic but also enhances your site’s authority.

After the event, consider repurposing the webinar or workshop material as a free resource. Others in your field may reference it in their own posts, further increasing your reach.

Share Tools or Calculators

Sharing tools or calculators is another effective strategy.

Free, useful tools are highly valued by websites. By offering such resources, you can attract links and enhance your site’s credibility.

For example, if you’re in finance, creating a “Loan Calculator” or “Budget Checker” can lead blogs offering financial advice to include a link to your tool as a helpful resource, increasing your site’s visibility.

Partner with Industry Influencers

Partnering with industry influencers can attract coverage from news outlets or aggregators.

Co-created content often garners significant attention, enhancing your site’s reach.

Recording a short, jointly branded Q&A session with an influencer can prompt coverage, and the influencer may credit your site as a co-creator, increasing your site’s visibility.

Sponsor or Donate in Your Community

Finally, sponsoring or donating in your community can earn you recognition and a link on their website.

Supporting local nonprofits and community initiatives not only enhances your site’s credibility but also strengthens your community ties.

Sponsoring a local charity event can earn you a link from their “Our Sponsors” page, supporting your community while enhancing your site’s visibility.

Finally, sponsoring or donating in your community can earn you recognition and a link on their website. Supporting local nonprofits and community initiatives not only enhances your site's credibility but also strengthens your community ties. Sponsoring a local charity event can earn you a link from their “Our Sponsors” page, supporting your community while enhancing your site's visibility.

FAQ: Google Privacy Sandbox

As privacy evolves in the digital landscape, many questions arise regarding Google’s Privacy Sandbox and its implications for online businesses. Below are some of the most frequently asked questions and concise answers to help you navigate this pivotal shift.

What is the Google Privacy Sandbox?

The Privacy Sandbox is a set of privacy-focused technologies that enable ad functionality without dependency on third-party cookies or invasive tracking methods.

Who benefits from the Privacy Sandbox?

Brands, advertisers, publishers, tech vendors, regulators, privacy advocates, and everyday users all stand to gain from the Privacy Sandbox’s privacy-preserving approaches.

How does the Privacy Sandbox improve user privacy?

By replacing cross-site tracking with on-device processing, users’ data is protected, enhancing their privacy while still allowing for relevant advertising.

Why is Google implementing the Privacy Sandbox?

In response to increasing privacy concerns and regulations, Google aims to create a balance between user privacy and the needs of online businesses.

What are the key APIs within the Privacy Sandbox?

Some of the main APIs include the Topics API for interest-based advertising, the Attribution Reporting API for measuring ad effectiveness, and the Protected Audience API for secure remarketing.

How can companies use the Privacy Sandbox effectively?

Companies should adapt by integrating new APIs for user engagement, focus on harnessing first-party data, and prioritize privacy-compliant advertising techniques.

What challenges might occur during the transition?

Businesses may encounter technical shifts, potential delays from partners, and initial data gaps, necessitating strategic modifications for a seamless transition.