It’s one reason why you must have good links if you want to have any chance of ranking well in the search results.
From our Research There’s a problem with PageRank.
PageRank is a critical concept used by Google for valuing web-pages and thus determining
which pages rank higher. Links from pages with high PageRank are, all things being equal, more valuable than links with lower PageRank.
But how do you know if one page has a higher PageRank than another?
Well, you don’t anymore.
Google uses to provide PageRank numbers for every web-page on the web.
You could even see a number in the Google browser toolbar when you loaded a page. But, Google no longer provides this information and is unlikely to do so again. So, how do you determine whether a link from site A is better than from site B?
Well, to fill the void left by Google pulling PageRank numbers, various companies now provide what I like to call, Pseudo PageRank’s. These are numbers that express a value for a web-page in a similar way that PageRank provided a value.
They’re not calculated in exactly the same way, and in any case, Google doesn’t state exactly how it calculates PageRank. But they still provide, what is in effect, a measure of an advanced form of link popularity. A measure of value based on the links pointing to the web-page.
As links flow away from the trusted sites, from site to site, the TrustRank passed gets weaker and weaker. Links from trusted websites are more valuable than links from sites with no trust. TrustRank helps the search engines decide which pages to rank higher. If a search engine is comparing two web pages, that seem to be equally good matches for a searchers query, the page that has a higher trust rank is going to rate higher. You don’t have to understand how exactly TrustRank works, and indeed we don’t even know how the search engines have implemented this concept, you just need to know that links from sites, that are likely to be trustworthy, are valuable links.
Where can you find these Pseudo Page Ranks?
Well, Majestic.com provides what it calls, “Citation Flow”, which is the equivalent to PageRank and is on a scale of zero to 100. It also provides Trust Flow, which is a form of Trust Rank. Moz provides something called, “Page Authority”, along with Domain Authority, which is a sort of PageRank for the entire website. Remember, PageRank itself is related to individual web pages, rather than entire sites. These two services provide this Pseudo PageRank information free. You may find other services, both free and paid. These measurements are not exact replacements for PageRank, but in many cases, they’re close. They do still provide an idea of how valuable a link from a particular webpage may be. There’s another critical way that links help your site bypassing on trust. It’s commonly known as TrustRank, and the concept is simple. If a highly-trusted website links to another site, it’s likely the site being linked to can also be trusted. So, TrustRank can be used to weed out low-quality sites that are likely spamming search engines, sites playing games to rank highly in the search results. The TrustRank process begins with a hand-picked list of trusted websites, newspapers, universities, radio and TV stations, and so on. These sites are reviewed and chosen by search engine employees and are given the highest trust rating. Links from these sites are likely to be more valuable than links from MCLuliba’s blog, for example. TrustRank is passed from page to page. So we start with a trusted site, for instance, The New York Times. Any link from The Times to another site is assumed to also be reasonably trustworthy. And so the link passes on some trust. When that site, then, links to another site TrustRank is passed on yet again though not as much.