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On Google PageRank & Modeling Internal Link Weight; Don't Overthink It

PageRank, the model that Google developed to help "rank" pages/documents has long been the focus of SEO's and for good reason - it's the means by which the Web's largest search engine determined (and, in part, still determines) the right fit for each specific user query. 

For the unfamiliar, PageRank evaluates the quality and quantity of links to a webpage in order to determine a relative score of that page's importance and authority on a 0 to 10 scale. The more links, the higher the PageRank. The higher the quality of those links, the higher the PageRank.

There has long been a great deal of confusion about and debate over PageRank (and how to optimize in the face of it) but is it possible that perhaps search engine optimization pro's are just overthinking it all?

Search Engine Roundtable, for example, pointed to a vague and cryptic Twitter thread between an SEO and Google's John Mueller which (as seen below) revealed that it may just be enough to adhere to or abide by the fundamental lesson gleaned from PageRank over the year - that a higher volume of high quality links pointing to a page is a good indicator of its importance.


Regardless of how "exact" one's understanding of Pagerank is (which is impossible unless you developed the algorithm or worked at Google), the premise behind PageRank is still (and will always be) about how Google defines the importance of a page. Employing the PageRank concept for internal and external links is therefore probably a pretty useful thing to engage in.

So, what's the takeaway? What can you as a search engine optimization professional do to ensure you're properly optimizing internal link weight? 

Apply the hub and spoke model to content organization and you'll be using an approach that clearly illustrates the value and importance of specific pages. It's certainly not a guarantee of higher rankings for search terms or phrases, but it's easy to see how that might happen (a rather straightforward image from Vertical Measures which shows a basic hub and spoke model).

Without going into too much detail, here's how it might work. Once you've designated the page you'd like to improve ranking for, identify other pages (ideally they are organized in a way - e.g. as sub or secondary pages (the spokes) - that could link to it (the hub) and simultaneously indicate to Google its importance as a result. 


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