Google Pagerank: meaning, how it works and current relevance

What began in 1998 as an academic project by two Stanford students revolutionized the way we search for information on the Internet and how websites are ranked. The PageRank algorithm introduced a completely new concept: The importance of a web page is determined not only by its content, but also by the structure of the web around it – by the “votes” of other pages in the form of links.

In this article, we take a closer look at Google PageRank. We shed light on its history, explain the technical basics of how it works and analyze its current relevance in 2025.

What is Google PageRank?

Google PageRank is an algorithm that was developed to evaluate the relevance and importance of websites. At its core, PageRank is based on the idea that a website is more important the more other websites link to it – and especially if these linking pages are themselves classified as important.

This evaluation method revolutionized the search engine landscape because, unlike previous approaches, it not only took into account the content of the pages themselves, but also the structure of the entire web and the relationships between the pages.

History of PageRank

The PageRank algorithm was developed at Stanford University in the late 1990s. It owes its name to Larry Page, one of the two Google founders (together with Sergey Brin). The name is a play on words, as “Page” is both Larry Page’s surname and the English word for “website”.

As part of their research work at Stanford University, Page and Brin developed the algorithm to search and organize the rapidly growing World Wide Web more effectively. Their basic idea was to view the link structure of the web as a kind of democratic voting system: Every link from a page A to a page B is counted as a “vote” from page A for page B.

With this approach, they founded Google, which quickly became one of the world’s leading search engines. From 2000 to around 2013, PageRank was publicly visible to website operators via the Google Toolbar. Some may remember: a green bar showed the PageRank value on a scale from 0 to 10.

How does the PageRank algorithm work?

The PageRank algorithm works according to a mathematically complex but conceptually understandable principle:

Basic principle

• Authority through linking: A website gains authority (PageRank) when other sites link to it.
• Weighting according to importance: Links from more important pages (those with a higher PageRank) count more than links from less important pages.
• Distribution of authority: Each website distributes its own PageRank value to all pages to which it has outgoing links. The more outgoing links a page has, the less PageRank value is passed on to each linked page.

The Random Surfer Model

To explain PageRank, Google used the “Random Surfer Model”. Imagine an internet user who navigates the web at random by clicking on random links. The probability that this user lands on a particular page corresponds to the PageRank value of that page.

Mathematical implementation

PageRank is expressed mathematically by the following formula:

PR(A) = (1-d) + d × (PR(T1)/C(T1) + PR(T2)/C(T2) + … + PR(Tn)/C(Tn))

Whereby:

• PR(A) is the PageRank of page A
• PR(Ti) is the PageRank of the page Ti that links to page A
• C(Ti) is the number of outgoing links from page Ti
• d is the damping factor (typically 0.85)

The damping factor (d) represents the probability that our random surfer will continue to follow links and not randomly jump to another page. It prevents the surfer from getting stuck in dead ends or isolated networks and ensures that he can explore the entire web.

Influence of internal and external linking

Both internal and external links play an important role in the PageRank system:

• Internal links: They influence how PageRank is distributed within a website. Through strategic internal linking, you as a website operator can control the PageRank flow within your own domain.
• External links: Links from other websites increase the PageRank of a page. Interestingly, this can lead to a subpage receiving a higher PageRank than the main page of a website if the subpage receives more high-quality external links.

Development of the PageRank system

Originally, PageRank was displayed on a scale from 0 to 10, with 10 being the highest value. However, this scale was not linear, but logarithmic. This meant that it was much more difficult to go from a PageRank value of 5 to 6 than from 1 to 2.

From 2013, the PageRank display in the Google Toolbar was no longer updated, and in 2016 it was removed completely. According to Google employee Gary Illyes, PageRank is no longer based on the simple 0-10 scale, but on a more complex calculation that is no longer publicly visible.

Will PageRank still be relevant in 2025?

Yes, PageRank will still be a relevant factor in the Google algorithm in 2025, even if its importance and implementation have changed considerably:

• Integration into the overall algorithm: PageRank is now just one factor among many hundreds that Google uses to evaluate search results. Other factors such as user behaviour, content quality, technical optimization and user experience also play an important role.
• More complex calculation: The modern PageRank algorithm is much more complex than the original version. It not only takes into account the number of links, but also their quality, relevance and context.
• No longer publicly visible: Although Google no longer publicly displays the PageRank value, the company continues to use it internally as part of its ranking algorithm.
• Measures against manipulation: Google has significantly refined its algorithms in order to recognize and punish attempts at manipulation through artificial link creation.
• Quality instead of quantity: Today, a few high-quality links from authoritative websites count more than many low-quality links.

PageRank therefore remains a fundamental concept in search engine optimization, even if it has evolved from a dominant factor to an integral part of a much more complex system.

Concrete conclusions for your SEO work

Now that you understand the basics of the Google PageRank algorithm, take a look at how you can use this knowledge for search engine optimization:

• Quality over quantity for backlinks: Aim for high-quality backlinks from authoritative sites in your industry rather than collecting as many links as possible. A single link from a highly relevant, trustworthy source can be more valuable than hundreds of links from low-quality sites.
• Strategic internal linking: Use internal linking to control the PageRank flow within your website. Link important pages more frequently and from different areas of your website.
• Optimize deeper page structure: Make sure that important content is not buried too deep in the page structure. The further away a page is from the homepage, the less PageRank value it typically receives.
• Build natural link profiles: Artificial link building can lead to penalties. Instead, focus on creating high-quality, shareable content that attracts natural links.
• Avoid broken links: Broken links interrupt the PageRank flow. Regular checks and repairs of 404 errors can help you to maintain your PageRank value.
• Use nofollow links correctly: Use the nofollow attribute for links that should not transfer PageRank (e.g. paid links or user comments).
• Consider the bigger picture: Although PageRank is important, it is only part of the bigger picture. Don’t focus exclusively on link building, but also pay attention to other ranking factors such as content quality, technical SEO and user experience.
• Continuous analysis and adaptation: As the Google algorithm is constantly evolving, it is important that you regularly review and adapt your SEO strategy.
• Think thematically: Links from thematically relevant websites are more valuable than links from completely unrelated areas. Focus on building relationships within your industry.
• Long-term strategy: PageRank and SEO in general are marathons, not sprints. Develop a sustainable, long-term strategy instead of looking for quick wins.

PageRank in the modern SEO context

As you have now realized, PageRank will still play an important role in your SEO strategy in 2025 – albeit in a different form. What began as a revolutionary concept is now a firmly anchored cornerstone of Google’s complex algorithm system. The basic idea that websites are ranked by the linking structure remains.

In your daily SEO work, you should not look at PageRank in isolation, but as part of a bigger picture. The quality of your content, the technical health of your website and, above all, the user experience have become at least as important.

Nevertheless, if you understand the principles of PageRank and apply them strategically – through the targeted creation of high-quality backlinks and well thought-out internal linking structures – you will give yourself a clear competitive advantage.

The trick is to find a balance: Optimize for PageRank, but not at the expense of other ranking factors. Build a natural link profile that is supported by the quality of your content and the value you create for your target audience.