The Rise and Fall of Google PageRank (PR)

The Rise and Fall of Google PageRank (PR)

What is PageRank

Google’s PageRank metric has been the talk of the town for some years now. Any SEO provider will scream at you, “I can get you link from PR 7 or PR 8 domains!!!” Throwing the phrase around like it’s magic. Well let me be, potentially, the first to tell you that Google PageRank has fallen! And here is why.
First let me mention that the Google PageRank metric is accessible via a Google toolbar under the same name. Once this toolbar is installed, anybody can see the PR of any website they are browsing through on Google.
PageRank was measured on a scale of 0-10 (not 1-10) with ten being the highest and almost impossible to achieve. Sites like Huffington Post and Buzzfeed hangout at around 8 or 9 PR.

So What Happened?

The reason the once-hailed metric is completely obsolete now is that it has not been updated since December 2013. As stated by Google’s own John Muller, “We will probably not going to be updating it [PageRank] going forward, at least in the Toolbar PageRank.”
The reason I bring up PageRank, on a blog sponsored by an SEO provider, is to tell all the people in the market for SEO services and link building what to look for in an SEO agency. You do not have to choose Silent SEO Ninja if you choose not to (although I don’t know why you wouldn’t want to), but at least you will be aware of this.
When shopping for SEO, go ahead and ask your potential provider what they know about PageRank and how much of a part it will play in your campaign.
If the answer is anything but, “We don’t even look at it,” then RUN AWAY! If they don’t know Google has stopped updating PR (in 2013) then they obviously do not follow the world of SEO closely enough.

The Good News

But webmasters need not fear because there are plenty of other alternate metrics that can be used to tell you more about a website’s strength and authority. These include but are not limited to:
• Moz Page Authority (PA) and Domain Authority (DA)
• MozRank
• Majestic Trust Flow (CF) and Citation Flow (TF)
• SEMrush
• Spyfu
• OpenLinkProfiler
And that’s just to name a few. These metrics all give you insights into websites. However, the insight really depends on what you are looking for.
If you are considering acquiring a domain you will want to use SEMrush to see the keywords that the domain ranks for. If you are considering guest posting but aren’t sure on which site you should submit, I would first shoot for the one with a higher MozRank and bigger TF/CF numbers.
Of course as with all SEO, there is no “one size fits all” approach; you are better off trying on all the hats until one fits.