PageRank is Google's algorithm for ranking web pages by link authority
Short answer
PageRank is an algorithm developed by Google co-founders Larry Page and Sergey Brin that ranks web pages based on the quantity and quality of links pointing to them, treating links as votes of authority. It remains a foundational signal in Google's ranking systems, though today it is one of hundreds of factors alongside content quality, relevance, and user experience.
874
Websites audited by SeoVision
SeoVision audit data · as of 2026-08-12
75/100
Median SEO score across audited sites
SeoVision audit data · as of 2026-08-12
60/100
Median Off-page SEO score across audited sites
SeoVision audit data · as of 2026-08-12
32%
Audited sites failing "Brand name search ranking"
SeoVision audit data · as of 2026-08-12
PageRank is an algorithm developed by Google co-founders Larry Page and Sergey Brin that ranks web pages based on the quantity and quality of links pointing to them, treating links as votes of authority. It remains one of the foundational signals in Google's technical seo audit and site audit systems, though it is now one of hundreds of ranking factors alongside content quality, relevance, and user experience.
What is PageRank?
PageRank assigns a numerical score to every web page based on how many other pages link to it and how authoritative those linking pages are. A link from a high-authority page passes more value than a link from a low-authority page. The concept treats the web as a graph of votes, where each backlink is a signal of trust.
How does PageRank work?
PageRank works by distributing authority through links. When Page A links to Page B, some of Page A's authority is passed to Page B. The amount passed depends on Page A's own authority and how many other links it distributes it across.
The original formula also included a damping factor, typically set around 0.85, which models the probability that a random web surfer keeps clicking links rather than stopping. This prevents scores from growing infinitely and keeps the system mathematically stable. Pages with many high-quality inbound links accumulate higher PageRank, while orphan pages with no backlinks score near zero.
A brief history: from patent to today
PageRank was described in a 1998 research paper and patent filed by Larry Page and Sergey Brin at Stanford University, and it became the core ranking mechanism behind Google's early search engine. For years, Google displayed a visible PageRank score (0-10) in its toolbar, which SEOs used as a proxy for link authority. Google retired the public PageRank toolbar in 2016, though the underlying algorithm concept continues to inform how Google evaluates link equity internally.
Is PageRank still used by Google in 2025?
Yes, Google has confirmed that PageRank remains one of the signals used in its ranking systems, but it is no longer a standalone or dominant factor. Modern ranking combines PageRank-like link signals with content relevance, user experience, freshness, and hundreds of other factors, sometimes referred to as 200 factors. Link authority still matters, but it is diluted among many other inputs.
PageRank vs. Domain Rating vs. Domain Authority
PageRank is Google's original internal metric and is not publicly visible. Domain Rating (Ahrefs) and Domain Authority (Moz) are third-party approximations built by SEO tool vendors to estimate a site's overall link strength on a 0-100 scale, using their own crawled link indexes rather than Google's actual data. These metrics are useful for comparison and benchmarking, but neither one equals Google's real internal PageRank score. See the Domain Rating checker or Ahrefs vs Semrush for how these tools measure link authority differently.
Why does PageRank still matter for SEO?
PageRank still matters because link authority remains one of the strongest correlating factors with search rankings, and it directly affects whether pages get crawled, indexed, and trusted. Sites with strong backlink profiles tend to rank higher and get discovered faster by both search engines and AI answer engines.
Across the 874 websites SeoVision has audited as of 2026-08-12, the median off-page SEO score is only 60/100, well below the median overall SEO score of 75/100. This gap shows that off-page link authority, the modern descendant of PageRank, is where most sites underperform relative to their on-page optimization. A technical seo audit or seo checker typically flags weak backlink profiles as a top priority fix.
Does PageRank apply to AI answer engines?
Link authority influences AI answer engines indirectly, since tools like ChatGPT, Claude, Gemini, and Perplexity often rely on web crawling, search indexes, and citation patterns that are shaped by the same link signals search engines use. A site with strong link authority is more likely to be crawled, indexed, and referenced as a source in AI-generated answers. This connects classic SERP visibility to newer generative engine optimization and llm seo practices, where being citable depends partly on being seen as authoritative by the wider web.
Brand visibility in AI answers is also tied to whether a brand ranks for its own name. Across SeoVision's audited sites, 32% fail the "Brand name search ranking" check, meaning nearly a third of sites do not reliably rank for their own brand name, a weakness that also limits how confidently AI engines cite them. See AI and SEO for more on this overlap.
How to check or estimate a page's link authority today
Since Google's PageRank score is not public, most practitioners estimate link authority using third-party metrics from tools like Ahrefs or Semrush, combined with a full site audit that reviews backlink count, referring domain quality, and anchor text distribution. Reviewing SEO metrics and a sample SEO report helps translate raw link data into actionable priorities. Checking how a page currently ranks is also useful; see check ranking website for methods. Comparing a site's link profile against its siterank position gives a practical read on where link authority stands today.
Common myths about PageRank
A common myth is that PageRank no longer exists or no longer matters; in reality, Google has confirmed it is still used as one signal among many. Another myth is that more backlinks always mean higher rankings, but link quality and relevance outweigh sheer volume. A third myth is that Domain Rating or Domain Authority scores are identical to Google's actual PageRank, when they are only independent estimates built by third-party crawlers.
How SeoVision checks this
SeoVision measures link authority in its off-page audit pillar, scoring backlink quality, referring domain diversity, and brand search visibility as part of every scan. Its Backlinks exchange goes further by placing real links on real sites to actively improve this score rather than just reporting it. Run a free site audit to see your current off-page score and identify where link authority is holding your rankings back.
FAQ
What is PageRank in simple terms?
PageRank is a scoring system that treats links from other websites as votes of trust. Pages with more votes, especially from already-trusted pages, get a higher PageRank score and tend to rank better in search results.
Does Google still use PageRank in its ranking algorithm?
Yes, Google has confirmed that PageRank is still one of the signals used in ranking, though it is now combined with hundreds of other factors like content quality and relevance. It is no longer the dominant factor it was in Google's early years.
What is the difference between PageRank and Domain Authority?
PageRank is Google's original, non-public internal metric, while Domain Authority is a third-party estimate built by Moz using its own link index. Domain Rating from Ahrefs is a similar third-party alternative. None of these public metrics are identical to Google's actual PageRank score.
How can I check a website's PageRank or link authority today?
Since Google no longer publishes PageRank scores, most people use third-party tools like Ahrefs or Semrush, or run a full site audit that evaluates backlink quality and referring domains. Across the 874 sites SeoVision has audited as of 2026-08-12, the median off-page SEO score is 60/100, showing this is an area worth checking closely.
Does PageRank affect how AI answer engines like ChatGPT or Perplexity cite websites?
Link authority influences AI answer engines indirectly because these tools often draw on web crawls and search indexes shaped by the same link signals. Sites with stronger link authority and reliable brand-name search rankings are more likely to be crawled, indexed, and cited in AI-generated answers.
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