How Google Measures Website Authority

PageRank is one of the foundational algorithms Google uses to determine how trustworthy and authoritative a webpage is. Although Google now uses hundreds of ranking signals, PageRank still plays an important role in SEO by measuring the quality and quantity of links pointing to a webpage. The stronger a website’s backlink profile, the higher it can rank in organic search results.

PageRank works by evaluating how links “pass authority” from one page to another. A link from a credible, high-authority website carries more weight than several links from low-quality sites. For example, a backlink from a university or major news publication passes far more authority than dozens of links from new blogs.

Not all backlinks are equal. Google evaluates relevance, trustworthiness, and domain quality when assigning value. Spammy or irrelevant links can even hurt rankings.

PageRank is also influenced by internal linking. Websites with clean, strategic internal link structures help spread authority throughout their site. This improves crawling efficiency and boosts rankings for pages that need more visibility.

Even though Google has evolved significantly since the original PageRank patent, link authority remains one of the strongest ranking factors. Websites that invest in ethical link building—guest posts, digital PR, high-quality content, and partnerships—see long-term improvements in organic traffic and search visibility.

Understanding PageRank helps marketers create smarter SEO strategies rooted in trust, authority, and relevance.