PageRank is an algorithm originally developed to measure the relative importance of web pages based on the links pointing to them. It evaluates how authority flows across the web by treating links as signals of trust or endorsement. Pages that receive links from other authoritative pages are considered more important and are more likely to rank well.
PageRank operates on the principle that not all links carry equal value. A link from a well established and trusted page passes more authority than a link from a weak or obscure source. Internal links also influence how PageRank is distributed within a website, shaping which pages are prioritised.
Although PageRank is no longer visible as a public metric, it remains a foundational concept in search ranking systems. Its influence persists through modern link evaluation methods that assess authority, relevance, and trust.
Advanced
PageRank is calculated through iterative analysis of link relationships across the web. Each page passes a portion of its authority through outgoing links, which is then redistributed through the network. Factors such as link quantity, link quality, and internal structure affect how authority accumulates.
Modern search systems use PageRank concepts alongside additional signals such as relevance, intent, and quality. Internal linking, crawl accessibility, and link attributes influence how PageRank flows. Poor architecture can trap authority, while intentional linking improves distribution efficiency.
Relevance
- Influences how authority is assigned to pages.
- Reinforces the value of quality backlinks.
- Supports internal linking strategy design.
- Affects crawl prioritisation and indexation.
- Remains foundational to link based ranking logic.
Applications
- Internal linking optimisation.
- Backlink strategy development.
- Site architecture planning.
- Authority consolidation projects.
- SEO education and modelling.
Metrics
- Relative authority distribution across pages.
- Backlink quality and source strength.
- Internal link flow patterns.
- Ranking improvements after restructuring.
- Crawl behaviour on high authority pages.
Issues
- Poor linking traps authority on low value pages.
- Excessive outbound links dilute authority.
- Orphan pages receive little or no value.
- Misuse of nofollow disrupts flow.
- Over focus on quantity ignores quality.
Example
A content site earned strong backlinks to blog posts but key service pages underperformed. By improving internal linking from high authority articles to commercial pages, PageRank flow improved and service page rankings increased.