Google’s PageRank Is Dead. Now What?
If you use a web browser toolbar to analyze key metrics of the webpages that you visit, you may have noticed something different: PageRank data is no longer being displayed.
PageRank: The Basics
PageRank is an algorithmic formula with roots dating back to the origins of Google itself. It was developed by Larry Page and Sergey Brin while the duo were attending Stanford University, with Google later implementing it as part of its overall ranking algorithm.
PageRank works by analyzing both the quantity and quality of backlinks that are pointing towards a particular webpage.
The general belief behind this formula is that popular webpages will have more high-quality backlinks than a webpage that is not popular. Therefore, Google gives it a higher PageRank (0-10, with 10 being the highest) — and pages with higher PageRanks tend to rank higher in Google’s search index.
Google Says ‘Goodbye’ to PageRank Toolbar
Earlier this month, Google confirmed that it was retiring the PageRank Toolbar. So anyone who uses a browser toolbar like SEO Quake to view PageRank data is now out of luck. Toolbars such as this will continue to display other data, such as Alexa rating, backlinks, Whois, etc., but they will not display PageRank.
“A company spokesperson has confirmed with SEJ that PageRank is officially being shuttered. Any browser toolbars currently making use of the data will stop displaying it in the coming weeks,” explained the folks at SearchEngineJournal.
Just because Google has stopped support for PageRank Toolbars, however, doesn’t necessarily mean that this metric is irrelevant.
On the contrary, Google revealed that it would continue to use PageRank data internally for its own ranking purposes. So in other words, even though can no longer see PageRank data, Google will continue to use it as part of its ranking algorithm. If you had a website or webpage with a high PR before, the site/page will remain an authority figure in the eyes of Google — at least until Google devalues its PageRank.
What to Use Now to Gauge Site Popularity?
With browser toolbars no longer displaying PageRank data, you might be wondering how you can gauge the “popularity” of a webpage. There are several alternative methods available, one of which is to simply analyze the backlink portfolio.
Being that PageRank is based upon the quantity and quality of backlinks in a webpage’s portfolio, you can use this metric as an alternative. Check the backlinks of a webpage to see how many links are pointing its way and whether or not those links are relevant. Alexa rating is another excellent way to gauge the popularity of a website, as it’s based on the total traffic the website receives.
What are your thoughts on Google retiring the PageRank Toolbar? Let us know in the comments section below!
