Oct 9, 2023

Mastering Page Rank: A Deep Dive into Google's Algorithm

Suman Samal, Asst. Marketing Manager
Suman Samal
Mastering Page Rank: A Deep Dive into Google's Algorithm
Suman Samal, Asst. Marketing Manager
Suman Samal
Oct 9, 2023

Mastering Page Rank: A Deep Dive into Google's Algorithm

Discover all you need to know about Google PageRank with our comprehensive guide. Get insights, tips, and techniques for optimizing your Page Rank.
Mastering Page Rank: A Deep Dive into Google's Algorithm

Table of contents

What is PageRank? 

PageRank is an algorithm developed by Google to measure the importance of a web page by looking at the number of links directed to it from other authoritative web pages. 

The name "PageRank" mixes Larry Page's name and the idea of ranking web pages.

The fundamental essence was that authoritative sites got more links, so citation and using outbound links are essential in improving domain authority. Thus resulting in scoring higher ranks in search results.

Moreover, if the links directed are from authoritative sites with high PageRank scores, then it was a cherry on the cake. However, it is essential to note that the accuracy of the PageRank score is not always guaranteed, as it is based on an algorithmic approximation rather than a theoretical actual value.

In the past, SEO experts could see how important a webpage was by checking its PageRank value using the Google Toolbar. The PageRank score ranged from 0 to 10, with 10 being the theoretical actual value of the most authoritative pages and 0 being the lowest quality. The original form of PageRank is still used as a basis for Google's ranking algorithm, although it has evolved significantly over the years. The importance of a given page can now be determined by various factors, including content quality, relevance, and user engagement.

The exciting thing about PageRank computations is that it works on a logarithmic scale, not a regular one. It's like a special kind of math where each increase in the score is much more significant than before. This is why getting high-quality backlinks from authoritative websites is essential for SEO, as it can pass valuable link juice to your website.

Some SEOs believe that the base of this logarithmic scale is five, which means that each time the score goes up by one, the page's importance increases five times. 

In simple terms, Google PageRank measures a page's importance based on the links it receives from other important pages. This underlying assumption, which played a significant role in the history of Google's search algorithm, was the foundation of Google's for ranking web pages. However, with the rise of link spam, Google has had to adapt its algorithm to ensure that only high-quality links are considered in page ranking.

A brief background to Google PageRank 

1996: PageRank was developed by Larry Page and Sergey Brin while they were PhD students at Stanford University.

1998: Google was officially founded, and PageRank, as described in the original paper, became a fundamental part of their search engine technology. Also, Larry Page and Sergey Brin applied for the first PageRank patent.

2000: Google launched the Google Toolbar, which allowed users to see the PageRank score of web pages. The Google Directory was also launched the same year, providing a categorized directory of websites.

2013: The last confirmed update to the Google Toolbar's visible PageRank score was done in September 2013. It is important to note that this visible score only represents a small portion of the pages that Google indexes and ranks.

2016: Google officially retired the Google Toolbar, and PageRank scores were no longer publicly visible.

Screenshot of PageRank Score on Google Toolbar

How was the concept of PageRank born?

  • Before PageRank, the internet was smaller but getting more chaotic each day, making it challenging to find relevant information.
  • Search engines primarily relied on keywords to rank pages, leading to keyword-stuffed content and less satisfactory results.
  • Human-curated web directories provided more accurate results but couldn't keep up with the growing number of websites.
  • The solution came with the realization that automated systems were needed to handle the expanding web, and links were identified as valuable metrics.
  • PageRank was created, using links to measure a page's importance and authority by considering pages linking to it.
  • In 2000, Google introduced the Google Toolbar, which became a significant milestone in the history of PageRank. With this toolbar, users could view the PageRank score of any webpage, leading to a strong focus among SEOs on increasing PageRank to enhance search rankings.
  • The original formula of PageRank was developed to rank pages based on their link structure.
  • People aimed to get as many links as possible from high PageRank web pages, leading to manipulation and unnatural link placements.
  • After nearly 15 years, Google ceased updating the Google Toolbar, with the last confirmed update in December 2013. Eventually, in 2016, the company retired the toolbar ultimately. However, Google continues to use PageRank as part of its algorithm, even though it is no longer publicly visible.

How does the Google PageRank work? 

PageRank is a way of measuring the importance of web pages on the internet. It starts by assigning an estimated score to every page. This score can be any number. It doesn't have to be between 0 and 10, as traditionally presented.

Each page's initial score is then divided by the number of links from that page, resulting in a smaller fraction.

Next, this PageRank score is distributed to the pages linked to the original page. The same process is done for all other pages on the internet.

For the next iteration of the algorithm, the new estimate for each page's PageRank is calculated by summing up the fractions of PageRank from all the pages that link to it.

The formula includes a "damping factor," which represents the probability that a person browsing the web might stop clicking on links.

Before each iteration starts, the damping factor reduces the proposed new PageRank for each page.

This process is repeated until the PageRank scores reach a stable state. The resulting numbers are usually scaled to a range between 0 and 10 for easier understanding.

Mathematically, PageRank can be represented as:

PR(j) = (1 - d) + d * (PR(i)/L(i) + PR(i)/L(i) + ... + PR(i)/L(i))


PR(j) is the PageRank score of a page in the next iteration of the algorithm.

d is the damping factor.

PR(i) is the PageRank score of a page in the current iteration.

L(i) is the number of outgoing links from page i.

The formula can also be expressed in matrix form.

Factors that boost PageRank and improve SEO

Linking to high-quality sites: Linking to reputable and excellent websites enhances your brand's reputation and improves your Google PageRank. Connecting to authoritative sites can significantly impact your website's overall ranking.

Anchor text: The anchor text of a link is the clickable text displayed in a hyperlink. It plays a crucial role in determining the relevance and context of the linked page. Pages linked with relevant and descriptive anchor text tend to have a higher impact on their PageRank for specific keywords. 

Probability of link clicks: Google considers user behavior, including the click-through rate (CTR), when assessing the importance of a link. If a particular link is frequently clicked by users in search results, it signals to Google that the page is likely relevant and valuable, leading to a positive influence on PageRank.

Internal links: Internal links are links that connect one page of a website to another page within the same website. A strong internal linking structure can improve the accessibility of different pages on a site and distribute PageRank more effectively. It thereby positively affects the ranking of individual pages.

Nofollow links: Nofollow is an attribute added to a hyperlink that tells search engines not to pass PageRank to the linked page. While nofollow links do not directly influence PageRank, they can still contribute to traffic and exposure, which might indirectly impact the overall SEO performance.

Backlink diversity: Variety is essential when it comes to backlinks. Avoid repeatedly linking to the same or similar sites, as this can make your webpage look spammy and decrease your PageRank authority. Using different types of backlinks, such as guest blog posts and contextual links, helps establish a positive online reputation. Read more about what is guest posting

On-page link building: Placing links within the main content of your articles is more beneficial for your website's PageRank compared to links in the footer, sidebar, or byline. However, avoid overloading a single page with too many links, as search engines prioritize the first link to the same destination.

Unique and engaging content: Google aims to promote relevant and interesting websites in its search results. Creating high-quality and informative content is crucial for higher rankings. Tailor your content to include the targeted keywords and keep visitors engaged. You can use tools like Scalenut's Cruise Mode AI writer to improve your content quality. It helps you with your long-form SEO content writing needs. It helps you scale the production of your content needs. Scalenut's AI writer gives you the first draft of your piece in only a few minutes based on minor context details (title and context) added.

Screenshot of Scalenut’s Cruise Mode AI writer

Avoid cloaking and IP delivery: Dishonest practices like cloaking, where the displayed link is different from the actual destination, can harm your PageRank. Stick to honest SEO practices to maintain your website's reputation. Learn how to create an effective SEO strategy for your website.

Choose specific and unique keywords: Selecting specific and unique keywords related to your business helps improve your PageRank. Avoid overused keywords and focus on phrases that accurately represent your offerings. Explore how to do keyword research for SEO

Leverage social media: Active engagement on social media platforms like Facebook and Twitter can positively impact your search results and PageRank authority. Encourage discussions and interactions with your audience to build a strong online presence.

Consider page age: Fresh content can attract more clicks, so adding a blog to your website can be beneficial. Regularly updating your content can help improve your website's ranking over time.

Why is PageRank still important today?

PageRank is crucial for determining where your website appears in Google's search results. Even though you can't see the actual PageRank score publicly, it's a valuable part of Google's internal algorithm. Out of over 200 factors that Google considers, PageRank is still one of the most significant for ranking websites on the search results page.

While Google has become more complex over time, PageRank remains at the core of how websites are ranked. In simple terms, if you understand PageRank and how links work, you can help a website rank higher in the search results.

Is there a new metric to replace PageRank?

Google has not officially announced a direct replacement for the original PageRank metric. However, it's important to note that Google's search algorithm has evolved significantly since PageRank was first introduced, and it now uses a complex combination of various ranking signals and algorithms to determine the relevance and ranking of web pages.

While the original PageRank algorithm based its ranking on the quantity and quality of incoming links to a webpage, the current Google algorithm incorporates numerous other factors, such as:

Content relevance: Google analyzes the content of web pages to understand their topic and relevance to specific search queries.

User experience: Factors like page loading speed, mobile-friendliness, and overall user experience on a website influence rankings.

User intent: Google aims to understand the intent behind search queries and provide results that best match the user's needs.

Semantic search: Google's algorithm can identify related terms and concepts to provide more comprehensive and relevant search results.

Social signals: The popularity and engagement of content on social media platforms can also impact its visibility in search results.

User behavior: Click-through rates and user engagement with search results can influence future rankings.

While PageRank's influence might not be as dominant as it once was, the underlying principles of link analysis and the importance of authoritative backlinks remain relevant. In recent years, some SEO experts and researchers have developed alternative metrics and algorithms to evaluate the importance and influence of web pages, but none of them have gained the same level of widespread adoption as the original PageRank.

Tips to improve your website's PageRank

  • Create Unique, SEO-Optimized Content: Focus on producing high-quality, original content that is regularly updated. Search engines love fresh and valuable content, and it attracts other websites to link to yours. Share your content on social media to increase its reach.
  • Use heading tags and keywords: Optimize your content for specific keywords by using heading tags (H1, H2, H3) effectively. Pay attention to keyword placement and density. Utilize tools like SEO writing assistants for better optimization. You can use tools like Scalenut's content optimizer to get on-page SEO suggestions. It helps you optimize your content and offers suggestions on covering on-page SEO factors such as NLP optimization, keyword density, content depth, feature snippets, URL optimization, outbound linking, and more. There is also an AI-powered auto-content optimization feature called "Fix it," which fixes these suggestions for you, making your life much easier.
Screenshot of Scalenut’s Content Optimizer
  • Build quality backlinks: Inbound links from relevant and high PR sites are crucial for boosting your PageRank. Engage in guest posting, forum participation, broken link building, and email outreach to gain valuable backlinks. Check this ultimate guide to backlink building in 2023.
  • Submit articles to directories: Write high-quality articles and submit them to popular article directories with a link back to your site. While guest posting is preferred, article directories can still provide valuable backlinks.
  • Submit your blog to web directories: Increase your chances of ranking higher in Google by submitting your blog to high-ranking web directories.
  • Request backlinks from other bloggers: Inform other bloggers about your well-researched articles and ask for backlinks. Getting mentioned on reputable sites can lead to more backlinks from readers. 
  • Check site structure and indexing: Ensure proper site structure and indexation are searchable and indexed by Google. Use free tools like Google Search Console to fix issues. You can explore 5 best website indexing tools to boost your online visibility and search rankings
  • Fix broken links: Regularly check and fix broken links on your website. Use plugins or online tools to identify and correct broken links. Explore the best broken link checker tools for help.
  • Implement strong internal linking: Create a strong internal linking structure, linking to older posts from new ones using proper anchor text. This helps in better indexing and improves SEO rankings for target keywords. Check the top internal linking tools to improve your internal linking.

By following these practices consistently, you can work towards improving your website's PageRank and overall search engine visibility.


PageRank remains a significant aspect of website ranking and search engine optimization. While Google's algorithm has evolved to incorporate a multitude of factors, PageRank's foundation of link analysis and the importance of authoritative backlinks still hold relevance. To improve PageRank and overall search visibility, webmasters should focus on creating unique, high-quality content, building quality backlinks, optimizing for relevant keywords, and ensuring a user-friendly website experience. By employing these strategies and staying up-to-date with evolving SEO practices, website owners can enhance their PageRank and increase their chances of achieving better search engine rankings. You can also sign up for a free trial with Scalenut to explore the SEO tools it offers to bring organic traffic to your website.


Can I see my website's PageRank?

No, Google no longer displays PageRank scores to the public. However, you can use various SEO tools to get an idea of your website's link profile and authority.

Is PageRank the only factor for ranking on Google?

No, PageRank is just one of many factors used by Google's algorithm to rank web pages. Nowadays, Google considers hundreds of signals, including content quality, relevance, user behavior, and mobile-friendliness, to deliver more accurate search results.

Is a higher PageRank always better?

Generally, yes, a higher PageRank indicates a more authoritative page. However, it's essential to focus on other aspects, like relevant content and user experience, as they contribute to better search rankings.

How often does Google update PageRank?

Google used to update PageRank regularly, but it stopped publicly updating it in 2013. Since then, Google's focus has shifted to other ranking factors.

Does PageRank affect paid search or advertising?

No, PageRank doesn't directly influence paid search or advertising. It primarily relates to organic search results and how Google ranks web pages for non-paid searches.

Is PageRank the same as my website's position in search results?

No, PageRank and search result positions are different. PageRank measures a page's authority, while the position in search results depends on various factors, including PageRank, content relevance, and user behavior.

About Scalenut 

Scalenut is an AI-powered SEO and content marketing platform made for marketers, SMBs, SEO professionals and business founders to help them manage their entire content lifecycle and build a sustainable brand. Do sign up for a 7-day free trial and explore all the features that Scalenut has to offer.

Suman Samal
Asst. Marketing Manager
ABout the AUTHOR
Suman Samal
Asst. Marketing Manager

Suman Samal is a Asst. Marketing Manager at Scalenut. She is a technology enthusiast with a keen interest in content marketing and SEO. She truly believes that with the right set of tools every organization can improve the ROI of their content marketing campaigns. She spends her time managing content operations at Scalenut and ensuring that everything we publish is of the highest quality.

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