Factors in Why Your Website Page Rank Isn’t Changing

The concept of page rank has often been under much debate since Google announced the PR toolbar will become obsolete. This means you won’t be able to find out your page rank by simply utilizing the toolbar and the number will play a backend importance only. Many people think this means that “page rank” will NO longer be relevant in rankings but they couldn’t be more incorrect. The concept of page rank is the ground work for Google’s algorithm and they’ll continue to use the number to associate value with your website. Next, the number just won’t be available to you, but will always be important and relevant to Google. Next,

Many people ask why their page rank hasn’t been changing, no matter how much they follow the rules and create high quality content. Matt Cutts, head of Google web-spam, was recently asked this question and provided the following answers.

Periodical Updates

The first reason given is pretty obvious and has to do with the time frame of updates. Google is responsible for billions of websites and cannot update all of them on a specific date. Matt Cutts stated it’s important to keep in mind that updates are done periodically throughout the year with each of them spread out, depending on your location. Next, the update will depend on when the last time any changes were made to your website, i.e., content, structure, links, etc. However, if you’ve recently added content and implemented an SEO campaign, then you have to wait some time before changes are updated on Google’s end. The usual time frame given is 6-8 months for PR changes to take effect. It’s important to note this update is different from a general indexing because of the following…

When updating “page rank”, they have to consider…

  • Value of other websites.
  • Amount of internal and external links.
  • The ratio of high quality compared to low quality links.

Compared to indexing, this is different because “indexing” is based on new content added over a specific time frame to your website.

Internal Linking Structure

Page Rank represents the value of your entire website so it’s important to have a solid internal linking structure. The root domain holds a lot of power, meaning it can add value to other pages on your website. This also means you should ensure you are linking relevant pages together, creating a structure that is well organized and that content is easy to find throughout your website. Google has put emphasis on the “homepage” and considers this page a vital part of your SEO strategy. For example, have you noticed, when building links, you read about the importance of always linking to your homepage? Why?

The homepage NOT only holds information regarding your entire website, but is normally where other pages are linked to. Having a solid internal linking structure will ensure that the whole website is valuable, NOT just a specific page. Next, remember the concept of deep-linking and it helps with rankings because it’s adding value to the entire website.

Here’s something to follow…

  • Link relevant content together
  • Automate the process by installing plugins
  • Continually check for improvements
  • Whenever you publish new content, build links right away or you’ll forget.

External Linking Structure

Matt Cutts mentioned the importance of a solid external linking structure based on other value websites. Because page rank is directly influenced by how many other valuable or high page rank websites link to yours, it’s important to focus on only the best. It’s a great way to control where you build external links from because knowing value=value you’ll ignore lower quality websites when building links. This way, Google is sure to get the MOST valuable websites in front of people, increasing their search experience. However, how do you determine a high quality website worthy of building a link from? Here are some elements to pay close attention to…

  • A website publishing high quality content
  • Focus on relevancy
  • A frequent publishing schedule
  • Huge social engagement
  • Do quick search with the blog name in quotations then check results. High quality blogs have a huge credibility and mentions online.
  • Check page value using Ahrefs.com or OpensiteExplorer.org
  • Check domain age

When building links, it’s important to keep the process manual and slow a steady. This way, it’s natural and you give yourself enough time to do the required research to find link building opportunities.


Even though Google has mentioned PR will no longer be accessible in the frontend, it’s important to note they will still be using it as a measurement of value. Focus on writing the best content with a solid internal and external link building structure.

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