Webmasters have long touted the use of PageRank. Essentially, this is
something Google uses to rank the pages that it comes across. While it
won’t give out how it does this, as this is proprietary information, there
are some who have monitored it and tested various scenarios to check the
changes in PageRank.

However, in recent years, many contend that Google has abandoned the
PageRank system. This could be to keep owners of websites guessing
(which Google likes to do). This means strategies based on PageRank are
no longer going to work.

Whether PageRank is still effective depends on who you talk to. Google
stated that it maintains it primarily because people use it to determine
which websites are valid. However, many feel that while it still may be in
place, it’s importance in determining how pages rank has diminished.
Others feel that the entire PageRank system is no longer relevant.
A good reason why PageRank may not be relevant is it ranked pages
primarily based on links from other websites. It didn’t care about the
quality of those links. This set the stage for abuse by those wishing to
game the system. Link farms became a popular technique to use to
increase rank. That is until Google made some major revisions in its
ranking system.

It just goes to show you that ranking in Google will always be a moving
target. This frustrates many while others accept it as a cost of doing
online business. Those who are accepting will make the necessary
adjustments while the frustrated majority will fizzle out.
One group of people who won’t have to worry about this are webmasters
who don’t create content for ranking. They focus on the quality of their
content and let that speak for itself. It’s difficult to imagine that Google
would ever penalize this strategy. After all, their modus operandi is to
have its search return relevant results. Relevancy will always be achieved
when the content is high in quality.

The takeaway here is if you find strategies that promote the use of
PageRank, think twice about adopting them into your marketing mix.
Unless the person touting those benefits can present a reason why
PageRank is still valid, it’s probably best to move on to other techniques
which are more current. These current methods may not be evergreen in
the long run, and you may find yourself updating your techniques later.
But, that is how the online business game is played.

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