SEO Revolution in 2016 – Post Page Rank Era
What the mighty lord Google giveth they also take away
The next topic for this series is another somewhat controversial choice by Google that is dividing SEO’s opinion of the search engine stalwarts approach to what is fair and making Google’s former mission statement of “don’t be evil” become less valid each day.
Google have been using their page rank system internally since the search engines very early days and began publishing the viewable page rank meter as a Microsoft Internet Explorer extension almost aeons ago which later became included in the extremely popular Google Toolbar which was compatible with a number of different browsers.
Again, this is a change that almost anyone outside of the industry will almost undoubtedly be unaware of. To provide a little context, page rank is a system that Google has used for some time now to access a single domains overall ranking potential. Google’s ranking factors take into account a bewildering number of aspects relating to a site including the design, written content and mobile compatibility and converts these factors into an easier to digest score out of ten. Therefore, to put it bluntly, the higher your page rank score the higher your odds are of ranking favourably for your site’s specific keywords and the likelihood that people in a related industry will want to receive a backlink from your site.
Sounds simple and logical enough, however, as is often the case there are always a band of individuals who chose to go against these guidelines or manipulate them to their favour which has ultimately lead to the gradual demise and ultimately the removal of page rank as a publicly viewable point of reference.
During its heyday (which was undoubtedly pre penguin era) many SEOs seemingly became obsessed with page rank which some industry professionals believe is a nod towards the decline of good quality standards of optimisation and instigated the launch and development of aggressive developments in Google’s penguin and panda aspects of the main algorithm.
During this age of SEO I myself often used page rank as a point of reference regularly and, similar to the keyword planner tool, found it to be an invaluable boost to efficiency whilst conducting research to help me be as productive as possible during my working hours. To clarify this point it helped me a great deal but was not an essential asset just a great way of saving time on research and a tangible form of evidence that I was providing a good service to my customers.
Putting this all into context with the current state of play with SEO at the moment, the important thing to remember is that although page rank is no longer viewable it doesn’t mean Google still don’t make use of it internally to access the viability and quality of sites. It’s simple and admittedly quite logical to assume that just because we can no longer see the visible read out of the page rank meter that there will be no repercussions for linking to any old site which we deem fit. However, as a successful individual in my industry, I believe that nothing regarding SEO should simply be assumed or expected. SEO like all forms of marketing requires careful, methodical planning and implementation of work to be successful and rewarding and if removing facilities such as the page rank meter is what is required to keep SEO alive then I salute Google for their decision. It may be a little unexpected or bewildering but in a modern world we need to accept that in order for us to innovate and progress we need to shake things up every now and again. For the good of the internet and for the advancement of humanity.
Thanks Google, for making me a better person and saving the internet yet again 🙂
Article written by
Tim Smith – SEO Consultant