PageRank
Google's original algorithm for measuring page importance based on the quantity and quality of links pointing to it. Still a factor, though Google's algorithm is now far more complex.
Why It Matters
PageRank was Google's founding innovation - the idea that links between pages could be used like academic citations to determine importance. A page linked to by many important pages is itself important. While Google's algorithm now uses hundreds of signals, the core concept of PageRank still underlies how link equity flows.
Google stopped publicly sharing PageRank scores in 2016, but the algorithm is still used internally. Understanding PageRank concepts helps you think about link building and site architecture strategically.
In Practice
Think of PageRank as a flow of authority through links. Your homepage typically has the most PageRank (it gets the most external links). Authority flows from the homepage through navigation and internal links to deeper pages.
This is why site architecture matters. Pages that are 5+ clicks from the homepage receive less PageRank than pages 1-2 clicks deep. Keep your most important pages close to the homepage in your navigation structure.
Don't try to hoard PageRank by nofollowing internal links or creating PageRank sculpting schemes. Google addressed these tactics years ago. Focus on a logical site structure with generous internal linking.
Related Terms
Glossary
Backlink
A link from another site to yours - still one of Google's top ranking factors.
Glossary
Link Equity
The ranking value passed through links from one page to another - also called link juice.
Glossary
Internal Link
Links between pages on your own site - the most underrated SEO lever available.
Glossary
Domain Authority (DA)
Moz's third-party metric predicting ranking potential - useful, but not a Google factor.
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