PageRank

What is PageRank?

PageRank is an evaluation method that assesses the importance of a webpage based on its links. It was the original algorithm on which the Google search engine was built and is considered one of the most important foundational ideas in search engine optimization. The basic principle: The more and the higher-quality links point to a page, the more important and trustworthy it is considered.

A common misconception: The name is not derived from the English word "page," but from Larry Page, one of the two Google founders who developed the method together with Sergey Brin in the late 1990s at Stanford University.

The Basic Idea: Links as Votes

PageRank views every link from one webpage to another as a vote or recommendation. A page that receives many votes is considered more significant. However, what is crucial is not just the number of votes but also their origin: A link from a highly linked, important page counts significantly more than a link from an insignificant page.

Put simply: The recommendation of a respected trade journal carries more weight than the recommendation of an arbitrary, unknown source. This creates a system in which authority is distributed across the entire linking network of the internet.

How Does PageRank Work Technically?

PageRank conceptually describes the behavior of a "random surfer" who clicks from page to page via links. The probability of this surfer landing on a particular page corresponds to its PageRank. Pages that are accessible via many paths have a higher probability and thus a higher value.

The calculation also includes a so-called damping factor (usually 0.85). This accounts for the fact that a user does not click endlessly but eventually jumps to a random new page. It is also important to note: A page passes its PageRank on to the pages it links to. If a page has many outgoing links, this distributed power is spread across more targets accordingly.

The Public PageRank Value is History

For a long time, Google displayed a public PageRank value on a scale from 0 to 10 via the Google Toolbar. This value was closely monitored in the SEO community. However, Google has not updated it since 2013 and completely discontinued it in 2016. A publicly viewable PageRank no longer exists. Tools that show a "PageRank" or similar authority values today come from third-party providers and are their own calculations, not the actual value from Google.

Does PageRank Still Play a Role Today?

Yes, but differently than before. Google has confirmed that PageRank is still part of the algorithm internally. However, it is now just one of many hundreds of signals that factor into the evaluation of a page. In the early days, PageRank was a dominant factor, but today it stands on equal footing with content quality, search intent, technical performance, and many other aspects.

In practice, this means: The core idea behind PageRank—that high-quality links strengthen a page's authority—remains valid. This is precisely why backlinks are still an important component of off-page optimization today.

PageRank and Internal Linking

The principle applies not only between different websites but also within one's own. Through internal linking, it is possible to control how link equity is distributed on one's own site. Important pages that are frequently linked internally receive more weight as a result. Understanding PageRank thus helps in structuring one's own website sensibly.

Conclusion

PageRank is the historical foundation of the Google search engine and is named after Larry Page, not the word "page." It evaluates the importance of a webpage based on the number and quality of its incoming links. The previously publicly visible PageRank value no longer exists, but the underlying principle remains part of the algorithm to this day and explains why high-quality backlinks and a well-thought-out internal linking structure are still important. PageRank is thus a good example of how an early SEO fundamental continues to have an impact to this day, even if it is now just one factor among many.