PageRank, a concept that facilitated Google to leap-frog over other search engines during the late ’90s, has made many an SEO company to be in awe of it. And why not, after all, it is a signal of the relative importance of a web page based on other important web pages linked to the particular web page. For those, who are still not acquainted with this tool, this articles highlights why many SEO companies give such importance to Google PageRank.

To begin with let us know how Google defines PageRank as…according to Google, “Page Rank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to Page B as a vote, by page A, for page B. but, Google looks at considerably more than the sheer volume of votes, or links a page receives”. The Google founder Brin and Page, PageRank was an important factor that revolutionized the search engines.

Basically, PageRank is based on balloting system to compare a website with other related sites to determine the quality and relevancy of the site content. Google uses PageRank to give webmasters an idea of the status of a web page. It is a numeric value representing the overall importance of a web page. The number of your inbound links and the relevancy of those links determine your ranking. In other words, this tool measures a site’s popularity on the web and ranks accordingly.

According to webmasters, PageRank concentrates on inbound links and their quality. So, many SEO company, in order to attain higher Page Rank, focus only on high quality of inbound links. And, if, you are worrying about how will you get quality links, then make sure that your site content is highly interesting. So, links will come naturally.

And now a million dollar question “Is PageRank really the cornerstone of an effective SEO”? The answer is sort of. Even Google has publicized that PR tool indicates a range – not an exact number. Moreover, that little green meter is historical, not real time information as Google updates the PR values only about once every three months or so. So, if you are already concentrating on building links, publicizing the site, publishing the RSS feeds and submitting the site to various directories, then you are already doing your best part in attaining higher rankings. So, all in all, PageRank should not be considered a crutch for serious SEO efforts. It is important but the not the only solution for an effective SEO campaign.