Since there have been so many additions, updates and other changes to Google’s algorithm since Lawrence (Larry) Page and Sergey Brin invented the concept of PageRank, thus reducing its prominence to such an extent  that people are already beginning to think that either it is dead or going to be dead pretty soon. However, Google engineer (Mathew) Matt Cutts have recently thrown some light on this controversial issue by stating how Google is seriously thinking about assigning different weights to different types of links, which only reiterates that PageRank is very much alive and kicking about. It may, however, be presumably accepted, in this context that menu links, footer links, blogroll links and such other site-wise links will not count as PageRank as compared to links that are rooted to the basic content of a web page. The Google engineer also added that henceforth, pages that generally consist of links like link exchange pages and/or website category pages may not come under PageRank score in the toolbar PageRank display and thus may be regarded as ‘ignored’. Mr. Cutts also made it clear that “some penalties can result in a page or even an entire website losing the ability to pass PageRank”. This penalty, as has been gathered, is likely to be imposed for grim violation of Google Guidelines, namely, buying / selling links.

Don’t Get Disheartened If Your PageRank Declines Temporarily

Many small business owners panic to find their PageRank decline for no fault of theirs. As a matter of fact, the fault lies in the company they keep in the sphere of links. To be precise, those who care to remain at the top needs to check out their link connections on a regular basis. Any failure on this issue may result in a catastrophe. Say, for instance, you link to a site that has a good reputation today. But tomorrow Google may penalize the site for practicing blackhat SEO while you get penalized too for your linking with that punished site.

PageRank also declines when Google eventually comes to know more about the contents of a site. While it is quite normal to attain higher PageRank score at the outset, but when Google’s algorithm indexes all the signals (and finds them not too satisfactory) the PageRank naturally declines. But don’t panic because that will not help. Check your website on a regular basis. Change the content  if you feel it not so relevant with what you are trying to sell. Select links that enjoy reputation and standing, so that the reputation of your own site can soar high.

Additionally, PageRank very commonly declines as Google learns more about the content a site contains. It’s normal to achieve a higher PageRank score out of the gate; then, as Google’s algorithm indexes all the relevant signals, your PageRank may slightly or severely decline, but only because Google is attempting to even out their original optimism. The lesson here is to allow your PageRank for a given piece of content to stabilize over time; don’t bank on the initial score, or you may be in for a disappointment.

How Much Does PageRank Matter?

It matters a lot as can be seen thorough the following sentences. In recent years, Google has been putting higher value to the text used within a link’s anchor text, i.e. the text inserted between the <a> and </a> tags in the HTML code, as also to the text where that link is found. Nevertheless, you still need a link to reach the value of the anchor text boost, which, by the way, also contributes to a page’s PageRank score; the two issues remain closely associated in the ranking potential of every web page. Therefore, as you can see, PageRank and anchor text both are distinctive ranking factors and that you can not have one, dispelling the other.

PageRank – What Matters Most Now?

True, Google’s attitude towards PageRank score has undergone some changes, especially after the Penguin and Panda updates. However, here are a few factors that need closer attention and impromptu action

Website Domain Names

With matching keywords are now no guarantee for desirable score. In fact, these gimmicks no more count. Use immaculate content instead.

Authority

Counts a lot. Double-check your website for erroneous or invalid statement. Pay adequate attention to spelling and grammar. Google hates misspelled words and incorrect syntax.

Titles For People, Not For Robots

Create titles meant for what human eyes see, not for search engine robots. Also use keywords in titles in a natural way, not forcefully.

Give Due Importance To Content Updates

One of the easiest methods of keeping Google happy about your website is to promote topically relevant and regularly updated content. The Panda and Penguin search engine algorithms were instrumental to Google’s bigger plan to encourage and reward frequently updated quality content. The surest method for pleasing Google is to create a regular schedule for posting new content and sticking to it. You’re not required to post every day (however, at least once a week is advisable). Remember, there’s no substitute for providing readers with entertaining content.

Conclusion

PageRank, though it has undergone sea change since its inception in 1996 is still very much active today while PageRank scores are still considered most authentic in most onsite matters.