Rethinking SEO: Prioritizing Ranking Over PageRank

Ranking Over pageRank

In the ever-evolving landscape of search engine optimization (SEO), one term has long held sway: PageRank. For 25 years, since its inception, PageRank has been central to SEO strategies, with specialists striving to understand and manipulate it to boost website visibility. However, as the digital realm evolves, clinging to PageRank as the ultimate metric is proving increasingly futile and risky. 

In this discourse, led by a leading SEO consultant specializing SEO services Singapore, we delve into the limitations of PageRank and advocate for a paradigm shift towards prioritizing ranking and sustainable SEO strategies.


You don’t know PageRank

Ever since its inception 25 years ago, PageRank has held a prominent place in the minds of SEO specialists. Understandably so, as Google has relied on PageRank for internal calculations since its introduction. 

However, grasping the true PageRank value of any webpage or website proves elusive. This value fluctuates constantly as Google continuously crawls the web, incorporating fresh data.

Importantly, Google doesn’t disclose current PageRank values to the public or even to verified website owners. Third-party attempts to reverse-engineer or replicate Google’s algorithms are futile. Service providers offer alternative rank metrics, but these aren’t directly comparable to Google’s internal scores. 

Moreover, Google disregards trust or reputation ranks calculated by third parties. In essence, the pursuit of PageRank-passing backlinks amounts to a risky gamble with uncertain outcomes.


Problems with PageRank-Passing Link Building

Relying on PageRank-passing link building necessitates ongoing and escalating efforts, tying up increasingly larger portions of budgets. This diverts resources from crucial areas like infrastructure, code optimization, content creation, and brand development.

Moreover, such practices violate Google’s guidelines, potentially resulting in manual penalties. Ultimately, an SEO strategy fixated on acquiring PageRank-passing backlinks proves costly and precarious, often resulting in significant traffic losses when penalized by Google.


Safer Alternatives to PageRank-Passing Link Building

  • Traffic Link Building: Transitioning from PageRank-focused strategies to link building for converting traffic offers a safer approach. This strategy requires fewer links, enables instant ROI assessment, and mitigates the risk of Google penalties.
  • Performance: Websites that prioritize speed gain an edge in Google rankings. Given comparable factors, faster websites consistently outperform slower counterparts in search results, aligning with Google’s user-centric approach.
  • Brand Recognition: While Google doesn’t explicitly favour any brand, user behaviour influences rankings. Established brands enjoy higher click-through rates (CTR), signalling relevance and trust to Google. Enhancing brand recognition enhances CTR, thus improving rankings.
  • Unique Selling Proposition (USP): Demonstrating a distinctive USP for each indexed page enhances visibility. Search engines prioritize delivering unique, relevant results to users, making a compelling USP crucial for ranking success.
  • Crawl Budget Management: Actively managing crawl budget is imperative for large, dynamic websites. Ensuring frequent crawling of revenue-generating landing pages prevents traffic loss and signals user satisfaction to Google.
  • Signal Consistency: Technical inconsistencies hinder organic rankings. Regular audits using SEO tools like Botify, Screaming Frog, and JetOctopus ensure signal consistency, averting ranking impediments.


Focus on Sustainable Organic Growth

Contrary to popular belief, the majority of top-ranking websites boast minimal backlink profiles. Instead, they excel in other SEO aspects. While PageRank may garner attention, it offers little relevance to modern SEO practices. Embracing sustainable strategies not only mitigates risks but also fosters measurable and enduring organic growth, steering clear of the distractions posed by PageRank fixation.



While PageRank has long been hailed as the holy grail of SEO, its relevance is waning in the face of evolving search engine algorithms and user behaviours. By prioritizing ranking and adopting sustainable SEO strategies, websites can achieve enduring organic growth without succumbing to the uncertainties and risks posed by PageRank fixation.

In the dynamic digital landscape, adaptability and innovation are key, and it’s time to reevaluate our approach to SEO beyond the confines of PageRank.


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