What is PageRank and which metrics to use instead?
PageRank (PR) is a metric created by Larry Page and used by Google within his algorithm to understand the importance that a website, or page, has for him (Google) in relation to the Internet. The name PageRank comes from the surname of the creator, Larry Page, and not because it is a page algorithm, as some think. It was developed in 1995 at Stanford University by Larry Page.
How does PageRank work?
Basically, PageRank is an assessment of the relevance of a given page. This relevance was disclosed to the public on a scale of 0 to 10, through the Google Toolbar or tools that simulate the tool to obtain this number. Nowadays it is no longer possible to know your PageRank because Google has discontinued the way of providing this information.
Although we know the number from 0 to 10, we know through published patents, that internally Google considers this number with several decimal places, to facilitate the calculation, in addition to this value being based on a logarithmic scale, that is, the difference between 1 and 2 is much less than 3 for 4.
What is Pagerank
Initially, in its patent, Google mentioned that the calculation of PageRank was given as shown in the image above, considering the volume of links that each page receives and also the authority of those who are making this link, that is, pages with more authority would pass more PageRank for others, making this a very complete ecosystem.
To calculate the value of PageRank, Google nowadays, basically considers the quantity, quality and context of links that the page receives. The 3 fronts together will inform Google the exact amount at which each link will reinforce the PageRank value of each page. Without quality or context, there is no point in receiving many links, that you will never be popular in your segment. Without context and quantity, you will never have the necessary amplification. Without quantity and quality, you will never have the strength to compete with other competitors.
Should I be concerned about PageRank? The short answer is no. The PageRank metric should not be used as a metric for your site.
Which Metrics to use instead of PageRank?
When we talk about an SEO and link building project, because it is not a reliable metric, you can focus on more tangible metrics, such as:
- How many organic visits am I getting?
- How many conversions from organic visits am I getting?
- How many people, from organic search, are meeting my conversion goals?
- What is my CTR fee based on Google Search Console?
- Which categories on my site attract the most visits and conversions from organic searches?
- Which sites referred me (link) and brought visitors + conversions?
Domain Authority (DA) is a search engine metric developed by Moz (reaches SEOmoz) that estimates how well a website will rank in the search results of a search engine. The Domain Authority is a value from 0 (zero) to 100, with the highest values corresponding to the possibility of better positioning.
The Domain Authority is calculated by analyzing the total number of domains (root domains), the total number of links, MozRank, MozTrust, etc. – gathered in a single number, the DA. This number can be used for the purpose of comparing sites, giving a view of “authority” over time.
That way we can verify the importance of the domain and measure the quality of the backlinks.
We hope to have clarified some doubts about the Google measurement model and if you have any questions, send them in the comments!