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Posted on September 13, 2018 by Kendall Jarboe

Understanding SEO: How to Adapt to PageRank ChangesIf you have done research on Search Engine Optimization, then you’ve probably come across mentions of Google’s elusive algorithm. You won’t find a ton of detailed information about it, however, because Google keeps the specifics of their algorithm a secret and uses pretty vague language when they release updates.

PageRank contributes to the algorithm and it is one of the processes for how Google sorts the pages on their SERPs. This article will cover the recent changes made to PageRank and how to utilize it.

How PageRank Works

Google’s founders Larry Page and Sergey Brin created PageRank at Stanford University. PageRank gives websites a score that measures their quality in relation to other websites. Spam-free and high-quality websites receive a higher score on PageRank. PageRank used to be widely accessible through Google’s Toolbar. After 2013, however, the metric was no longer updated. This is because the system was too easily manipulated. Since the old page ranking system was based off of the sheer quantity of outbound links to any given website, spam systems would generate fake links to boost their PageRank by forming “link farms.”

The new PageRank, whose patent was released in April 2018, bases their ranking score on a different foundation. PageRank takes trusted websites, also called seed websites, and tracks how far away other websites are from the trusted one. Trusted sites are authoritative and spam-free web sites that serve as the starting point. The shortest length from a trusted website to your website determines what your PageRank score is. Ever played Six Degrees of Kevin Bacon? The concept is the same but with websites.

Increasing Your PageRank

PageRank doesn’t have as much weight in Google’s algorithm as it used to, but that doesn’t mean the principles of PageRank are irrelevant. One of the reasons why Google keeps their algorithm a secret is to guard against manipulation. If Google’s methods for bringing up websites on their SERPs were public, then they would be taken advantage of more often.

At the end of the day, focus on good and ethical brand building, which is the goal of all of Google’s efforts anyway. Google pays attention to who the trusted and legitimate websites are. Those websites earned their status by investing time, energy, and monetary resources into their online presence.

Want to increase your PageRank? Don’t try to cheat the system. Produce quality content on a regular basis in order to help those in your niche market. This will get you noticed and people will start linking to you. That is ethical link building. That is how to become an authoritative site. Once you become a trusted site the honest way, then you’ll stay on top despite any changes to the algorithm.

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