PageRank
Google's original algorithm that calculates a page's value based on incoming links.
PageRank is the algorithm Larry Page and Sergey Brin developed in 1998 as the foundation of Google. It calculates a score for each web page based on the number and quality of incoming links. The idea: a link to your page is a vote of confidence, and a vote from an authoritative page carries more weight.
Does PageRank still work?
Google discontinued the public PageRank toolbar in 2016, but the underlying principle of link-based authority is still a core part of the algorithm. It has simply evolved into a much more complex system with hundreds of factors.
PageRank and AI citation
The concept behind PageRank, that authority is determined by who links to you, is also relevant for how AI models select sources. Well-linked, authoritative content has a higher chance of being cited.
How link value flows
PageRank works as a system of "votes" passed through links. Imagine a network of five web pages (A through E):
- Page A receives links from pages B, C, and D. Because A has many incoming links, A gets a high PageRank score.
- Page B receives only a link from page A. But because A itself has a high score, that one link is very valuable. So B also gets a considerable score.
- Page C receives links from pages D and E, but these pages have few incoming links themselves and thus low scores. C therefore gets a lower score than B, despite receiving the same number of links.
- Page D links to A, C, and E. D's PageRank is divided among three outgoing links: each link transfers one-third of D's value.
- Page E links only to C. The full link value of E goes to C.
The core principle: the more quality links you receive, the higher your score. And the fewer outgoing links a page has, the more value each individual link transfers. This is why a link from an authoritative page with few outgoing links is so valuable.
Historical overview of PageRank
- 1996: Larry Page and Sergey Brin begin the BackRub project at Stanford University, the research project that would later become Google.
- 1998: The PageRank paper "The Anatomy of a Large-Scale Hypertextual Web Search Engine" is published. Google is founded.
- 2000: Google launches the Google Toolbar with a visible PageRank score (0-10) for every page. This becomes the standard metric in the SEO — bibliotheekterm industry.
- 2005-2007: Manipulation of PageRank via link farms and paid links increases. Google begins penalizing link schemes and introduces the nofollow tag.
- 2009: Google announces that PageRank data in the toolbar will no longer be regularly updated.
- 2013: The last known public PageRank update takes place. SEOs begin switching to alternative metrics like Domain Authority — bibliotheekterm (Moz).
- 2016: Google officially removes the PageRank score from the toolbar and the public API. The internal algorithm remains, but exact scores are no longer visible.
- Present: The PageRank principle (link-based authority) has evolved and is still a core component of Google's ranking algorithm, but works alongside hundreds of other signals.
Frequently asked questions
Does PageRank still exist?
Yes, but no longer in its public form. Google has confirmed that PageRank is still used internally as one of many ranking factors. The original algorithm has evolved significantly and been supplemented with machine learning, but the basic principle (link-based authority) is still fundamental to how Google works.
What is the difference between PageRank and Domain Authority?
PageRank is an internal Google algorithm that is no longer publicly visible. Domain Authority (DA) is a metric from Moz that tries to predict how well a domain will rank, based on its own data. DA is not a replacement for PageRank, but an approximation. Other alternatives include Domain Rating (Ahrefs) and Authority Score (Semrush).
Can I still see my PageRank somewhere?
No, Google no longer displays PageRank scores. The toolbar score was removed in 2016 and the API is closed. You can use indirect authority metrics such as Domain Authority (Moz), Domain Rating (Ahrefs), or Authority Score (Semrush) as approximations.
How can I maximize link value on my website?
Ensure a good internal link structure — bibliotheekterm that distributes link value across your most important pages. Minimize the number of outgoing links on authoritative pages. Use a silo structure or content cluster model so related pages strengthen each other. Avoid orphan pages (pages without internal links) and ensure your most important pages are no more than three clicks from the homepage.
