PageRank is how Google first decided which web pages were most important by looking at their links. Link equity, sometimes called link juice, is the value that moves between pages through these links. PageRank sets the rules for how pages get their importance, while link equity shows how this value moves around in real life. Both help SEO experts use links to boost website rankings. Today, PageRank is just one part of Google’s ranking system, and link equity helps marketers focus on making the most of links.

PageRank’s Journey: From Start to Now

Early Days

PageRank first came from the minds of Larry Page and Sergey Brin in the late 1990s. They developed it while studying at Stanford University. At that time, they wanted a better way to find important web pages easily. They realized links worked like votes, showing which pages people found helpful.

BackRub: The First Try

In 1996, they built a test search engine called BackRub. It checked how many links pointed to each webpage. Pages with many quality links ranked higher. This simple idea made search results far better than before.

Google and the Rise of PageRank

When Google officially began in 1998, BackRub became PageRank. They chose the name for two reasons: it ranked web pages, and it matched Larry Page’s name. This made it catchy and easy to remember.

Popularity and Early Influence

Quickly, PageRank became popular. Google’s search results outperformed other search engines. Many other companies started copying this idea because it worked so well. Soon, PageRank was everywhere, shaping the internet as we know it.

Google Toolbar and PageRank Scores

In the early 2000s, Google shared a visible score called Toolbar PageRank. This score showed webmasters how Google rated their pages on a scale from 0 to 10. Everyone started chasing higher scores to improve their rankings. But Google later removed this toolbar to stop confusion.

How PageRank Changed Over the Years?

By the mid-2000s, Google changed its approach. They began looking at more than just links. They added factors like helpful content, clear anchor text and user satisfaction signals. PageRank was still there, but now it was only one part of a bigger puzzle.

• Google stopped showing Toolbar PageRank scores in 2013.
• The toolbar disappeared completely by 2016.

PageRank : Google’s Silent Signal

Google confirmed that PageRank still helps rank pages internally. But it’s not exactly the same formula used in 1998. Google’s John Mueller explained modern PageRank includes tweaks, like ignoring bad or spammy links.

Patents Expire, Legacy Lives On

Since 2019, anyone can use the original PageRank ideas because the patents expired. Still, the concept remains central to how search engines understand links. Even today, learning PageRank helps experts boost website visibility by smartly managing link equity.

How PageRank Works: Know the Algorithm

What is PageRank?

Think of PageRank like a voting system for web pages. If one page links to another, it votes for it. More votes mean higher rank. But there is a twist: not all votes are the same. A vote from a popular page counts more than from a less popular one.

How Link Value Flows in PageRank

When a page links to many others, each gets a smaller slice of its vote value. If a page has 10 links, each link passes about one-tenth of the total power. Pages getting links from many popular pages quickly become important themselves.

For example:

• If a strong page links to yours, your rank goes up fast.
• If many weak pages link to you, it helps less.

Solving Rank Problems: The Damping Factor

Without care, some pages could endlessly loop votes between them. To fix this, PageRank uses a “damping factor,” usually set at 0.85. Imagine a web user randomly clicking links most of the time, but sometimes jumping randomly anywhere else. This prevents loops and helps rank flow evenly across the web.

How Google Calculates PageRank (Easy Math)

Google uses a simple math formula to decide PageRank:

• Each page starts with a small fixed amount of rank.
• Then, it collects extra rank from every page linking to it.
• Finally, Google repeats this calculation many times until ranks stop changing.

Understanding Rank with an Easy Example

Imagine five friends playing catch with one ball. Friends who catch the ball most often are like pages with higher rank. Friends who rarely get the ball have lower ranks. PageRank works similarly. The more incoming links a page catches, the bigger its rank grows.

Behind the Scenes: Markov Chains and Eigenvectors

PageRank also uses something called a Markov chain. Do not get scared! It just means pages pass ranks around like a game of hot potato. Google calculates this using a special math method called eigenvectors. Simply put, eigenvectors are the final numbers showing stable ranks once votes settle down.

Google runs millions of calculations quickly using computers. Once finished, every page gets a score showing how valuable it is compared to others.

Does Google Still Use PageRank?

Google does not show PageRank publicly anymore. But secretly, it still matters. Google now mixes it with many other factors. Good content, clear links, and user experience all affect rankings too. However, links still greatly impact how well your page performs in search results.

How Link Equity (Link Juice) Works in SEO

What is Link Equity (Link Juice)?

Link equity, or link juice, is the SEO strength passed between pages through links. Think of it like energy flowing from one page to another. A page with high authority sends more powerful juice to pages it links to. SEO professionals started using this concept around 2007.

Factors That Decide How Much Juice a Link Passes

Not every link transfers equal SEO value. Several things decide how much juice moves along a link:

1. Authority of the Linking Page

When a strong and trusted website links to yours, you get a big SEO boost. If a popular news site links your page, you feel like Sachin hitting a six! But if an unknown or weak site links, it will hardly help.

2. Relevance of the Linking Page

Links from related pages send more valuable juice. If you sell cricket bats and get a link from a cricket blog, Google sees it as a strong endorsement. But a link from a cooking site? Not so much.

3. How Many Other Links Share the Juice?

If a page links to many pages, each one gets less juice. It’s like cutting a birthday cake into tiny pieces for too many guests. A page linking to just a few sites sends stronger, thicker slices of link juice.

4. Where the Link Appears on the Page

Links placed in main content areas send stronger juice. Google thinks users click these links more. Sidebar or footer links get fewer clicks, so their juice is weaker. It’s the difference between a shop on a busy street or hidden in a back alley.

5. Follow and Nofollow Links

Some links are marked “nofollow.” Earlier, nofollow meant zero link juice. Today, Google sometimes considers nofollow links slightly. Still, for best results, aim for regular “follow” links because they give stronger and clearer SEO value.

Internal Links vs External Links: Using Juice Smartly

Internal links connect pages on your own site. They help pass juice to important pages. Imagine internal links as roads within your colony. Good roads make travel easier and faster, spreading link juice evenly.

External links from other websites bring fresh juice into your site. These are like highways connecting your colony to the big city. Getting high-quality external links is important for improving your site’s overall authority. Then use internal links to spread that juice to pages you want Google to rank higher.

Making Link Juice Work for Your Site

For better rankings, SEO experts focus on earning strong, relevant external links. Creating helpful content that people naturally link to is the best way. Another approach is building links by reaching out to reputable websites.

Finally, structure internal links smartly. Pass link juice from your strongest pages (like your homepage) to important product or service pages. This way, your website gains higher rankings, more visitors, and better results.

How Modern SEO Uses Link Equity and PageRank

Google Stopped Showing PageRank:

Google no longer shows PageRank scores openly. But backlinks still matter a lot. Google itself says good, related backlinks help pages rank higher. Today, SEOs depend on tools like Moz or Ahrefs for hints about link strength. Remember, these tools give estimates—not Google’s real numbers.

Instead of worrying about numbers, Google advises keeping links relevant and high-quality.

Google Got Smarter: It Knows Good Links from Bad

Gone are the days when any link would help your site. Google now easily spots fake or spammy links. Since 2012, Google’s Penguin update filters out bad backlinks. If a link looks suspicious, Google simply ignores its SEO benefit. You can’t fool Google now by flooding your page with cheap, spammy backlinks.

Changes in Using Nofollow Links

Earlier, adding “nofollow” to links completely blocked link equity. SEOs used this to manage how link juice flowed inside their sites. In 2009, Google made clear this trick doesn’t save juice—it just wastes it like spilled tea. So, Google advises a natural structure without too many nofollows.

In 2019, Google slightly changed the rules again. Now, nofollow (plus new tags like sponsored or ugc) are hints rather than firm blocks. Still, these links usually pass very little or no link equity. They help Google find pages but rarely boost ranking directly.

Redirects: How Google Handles Moving Links

Earlier, using redirects (like 301 redirects) would mean losing some link juice. SEOs worried a lot about losing rank when moving or updating pages. By 2018, Google announced good news: a single redirect now passes almost all juice perfectly. But, too many redirects in a chain still cause problems, like traffic jams. Google suggests using only short and simple redirects.

Why Is Internal Linking Important?

Today, Google encourages a clear, easy internal linking structure. Good internal links help users and search crawlers reach your pages quickly. This also spreads link juice smartly to the right pages. Make sure important pages are easy to find and link naturally from key spots, like the homepage or main categories. Too many links everywhere confuse Google and waste link equity.

Links Matter, but Quality Content Matters More

PageRank and backlinks remain important, but Google looks beyond them now. Google uses smart systems like RankBrain and BERT to understand content better. Good, useful content can beat a highly-linked page if it matches the user’s search exactly. User satisfaction, fresh updates, and clear topics also help rankings strongly today.

What This Means for Your SEO Strategy

Build backlinks thoughtfully. Create valuable content people naturally link to. Avoid low-quality or spam links—they won’t help anymore. Organize your site’s internal linking structure to spread juice evenly. Google rewards sites that help users find answers fast, not those trying shortcuts to trick rankings.

Common Problems When Using PageRank and Link Equity

1. People Try to Trick Google (Link Spam)

When PageRank first appeared, clever folks quickly found ways to cheat. Spammers built thousands of fake websites just to link back to their main page. These fake sites were called “link farms.” Google soon caught this and started punishing sites that used spammy methods.

In 2012, Google launched Penguin to stop link spam. Penguin checks for weird-looking links and ignores or punishes them. Today, if Google finds fake or unnatural links pointing to your page, your rankings can drop fast.

Quick tips to avoid trouble:

• Never buy links to trick Google.
• Keep links natural and relevant.
• Google clearly states selling or buying PageRank-passing links breaks their rules.

2. Link Equity Doesn’t Last Forever (Decay and Dilution)

Link equity behaves like fresh milk—it goes bad or gets diluted over time. When a strong page links to many pages, each one gets just a small piece of juice. Also, as users click deeper into your site, pages get weaker juice. That is why pages hidden deep inside your website rank poorly.

Sites also face “link rot”—good pages linking to you might disappear or lose their strength. So, always get fresh, strong links to keep your rankings healthy.

Ways to fix link equity dilution:

• Get high-quality external links regularly.
• Keep important pages near the homepage (2-3 clicks away).

3. Google’s Algorithm is Now Secret and Complicated

In the old days, SEOs could easily measure PageRank. But now, Google hides how it calculates it. SEOs can’t easily see the true value of links anymore. Even fancy tools like Ahrefs or Moz only give rough guesses.

Google keeps changing its rules, making links harder to manage perfectly. Today, focusing too closely on exact link placement or tiny SEO details doesn’t always help.

How to deal with this complexity:

• Don’t chase small details, stick to the basics.
• Get natural, relevant backlinks and have clear internal links.
• Trust Google’s guidelines over SEO myths or made-up metrics.

4. Link Juice Takes Time to Reach Your Page

Google doesn’t instantly reward your page when you get a new link. Link equity needs time to spread through the web. Imagine watering a garden—the water slowly soaks into the soil, nourishing the roots. Similarly, backlinks boost rankings slowly, sometimes days or even weeks later.

Google also can’t always calculate link value across the entire web at once. It updates rankings gradually, making link equity changes slow to appear.

What you should remember here:

• Stay patient after getting strong backlinks.
• Don’t panic if rankings don’t rise immediately.

5. Redirects Can Cause Link Equity Losses

Redirecting pages with too many jumps can weaken your site’s link equity. Initially, each redirect slightly diluted your page’s power. Google improved things by 2018, saying one redirect usually passes full juice. But complicated redirects still confuse Google and waste juice.

Best practices for redirects:

• Use short, simple redirects (one step only).
• Avoid long chains—keep things clear and direct.

In short, PageRank and link equity are powerful tools. But they also come with problems like spam, decay, and complexity. Stick to Google’s guidelines, stay patient, and keep your site structure clean and simple. That’s the surest way to make link equity work best for your rankings.

PageRank’s Legacy and Why Links Still important in SEO

How PageRank Changed the Web Forever

When PageRank appeared, it flipped the world of search engines upside down. Suddenly, links between pages were not just decoration—they became votes of trust. Google soared above other search engines by using this smart idea. Soon, everyone else copied Google’s approach or made their own versions.

The idea quickly went beyond websites. Universities started using similar methods to rank research papers and journals. Even scientists studying human networks, like friendships, started using PageRank ideas.

Impact on SEO and Digital Marketing

PageRank made backlinks gold for website owners. Suddenly, everyone wanted more links pointing at their pages. SEO became about building links, often leading to spammy tactics, but also sparking good habits like creating quality content people genuinely wanted to link to.

New terms like “link juice” became common. Google itself gave advice on managing links, making clear that links needed careful attention. Legitimate methods—like guest blogging, great content, and digital PR—grew popular.

Do Backlinks Still Matter in 2025?

Even now, backlinks are essential for good rankings. Google openly says content and backlinks are still top ranking signals. Pages without backlinks usually remain unnoticed, even if the content is fantastic.

Links also guide how Google crawls pages. More backlinks mean Google visits pages faster and indexes them sooner. This is why SEOs still chase authoritative backlinks from reputable sites.

New SEO Terms and Ideas Related to Link Equity

By 2025, SEOs talk about link equity differently. Concepts like “link velocity,” or how fast you gain links, matter. If links suddenly spike unnaturally, Google gets suspicious.

“Link relevance” also matters greatly. Links from related sites pass stronger signals. SEOs prefer one solid link from a popular, relevant site over hundreds of weaker, unrelated ones.

They also discuss “authority transfer”—how much link juice moves through your outgoing links. Linking smartly and sparingly helps keep more authority for your own pages.

Google Learned Lessons and Changed Tactics

Google quickly saw the good and bad sides of PageRank. Links helped improve results, but also gave spammers new ways to cheat. Over time, Google made it harder to trick the system, keeping link scoring hidden.

Today, Google stresses quality content to naturally attract backlinks. Tricks rarely work. Google wants website owners to focus on making helpful, useful sites rather than playing link games.

Why PageRank’s Core Idea Remains Strong?

Even as Google adds AI and advanced signals, the idea that links equal trust endures. Every good link remains a vote saying, “This page is worth reading.” Google’s methods got complex, but the basic human logic stayed simple: trusted pages pass trust.

PageRank is hidden behind many signals today, but its legacy continues clearly. Every time someone adds a helpful link, PageRank’s core logic quietly keeps working, influencing rankings naturally.

In short, PageRank and link equity started as academic ideas but soon became central to how websites succeed online. Their simple logic, that links represent trust, is as true today as ever before.