Google Still Uses PageRank. Here’s What It Is & How They Use It

Article Title: “An In-Depth Analysis on PageRank: How Google Continues to Utilize it in the Modern Age”


In the spectrum of SEO, ‘PageRank’, a term first coined by Google’s co-founders Larry Page and Sergey Brin, has become a cornerstone of understanding how web pages are ranked in search engines. Despite being developed over 20 years ago, PageRank remains an active ranking signal for Google, profoundly influencing modern SEO practices. In this article, we will delve deep into the concept of PageRank, its continued relevance in Google’s intricate algorithms, and how SEO professionals can effectively use it to bolster their website ranking.

Understanding PageRank:

PageRank denotes an algorithm used by Google to rank websites in their search engine results. The fundamental purpose is to determine the importance of a webpage based on the quality and the number of webpages that link to it, known as backlinks. It operates on the principality that a link to a webpage exhibits a vote of confidence for that page. This doesn’t stop at just the quantity; the significance of a backlink depends on the PageRank of the page providing the link.

How Google Uses PageRank:

While the era when websites could manipulate their ranking by mass-producing low-quality backlinks has passed, PageRank still remains part of Google’s core ranking algorithm. Today, it is one among over 200 signals that Google takes into consideration when ranking web pages. In fact, the importance of PageRank was reiterated during a recent Webmaster Central Hangout when Google’s John Mueller said, “We do use PageRank internally in our systems.”

Modern Relevance of PageRank:

PageRank is not publicly accessible as it was before, and Google now employs a more complex set of algorithms. Despite this, the fundamental principle of quality over quantity remains the same. Today, SEO requires a rich blend of organic content, strategic keywords, and community engagement. However, understanding the concept and relevance of PageRank still provides valuable insights into how Google views backlinks and page importance.

Using PageRank in Modern SEO:

In the contemporary perspective, SEO approach should be focused more on developing high-quality content that earns relevant and authoritative backlinks, rather than just amassing links. Earning organic, authoritative backlinks is as important as ever, especially due to Google’s latest ranking factor updates, like Google Core Web Vitals. The PageRank concept also emphasizes the importance of internal linking, enabling even the lower ranked pages to benefit from the overall site’s high PageRank.


PageRank continues to remain a complex, yet significant, part of Google’s search ranking algorithm. Understanding the concept of PageRank, its evolution, and its role in modern SEO practices offers insightful knowledge for website owners and SEO professionals alike. It provides a better perspective on how to effectively strategize SEO practices and optimize page visibility in Google’s search engine rankings.

Ultimately, the now-aged, but still active PageRank, encapsulates the essence of the Google search engine – recognizing and rewarding quality above everything else. In the ever-evolving world of SEO, this basic principle stands unwavering, guiding us back to focusing on what matters the most – creating quality content that provides genuine value to users.

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