Google officially updated the TPBR Page Rank last night. For those in the SEO community, the significance is met with mixed emotions ranging from dismissive to celebratory. Although page rank is not a signifier of genuine authority, it can aid in passing on other notable attributes, such as trust and / or increased crawl rates for internal pages.
In essence, Pagerank’s notable contribution to rankings has long since diminished; however what you can use it for is an indication of link health and connectivity to (a) your own website or (b) a measure of citation from other sites on the web. This type of algorithmic peer review can be easily channeled and consolidated to augment aggregate on page SEO ranking factors.
For example, if you know where page rank is pooling in a website, you can use those pages with a higher “rank” like air- traffic controllers to funnel search engine spiders a.k.a crawlers deeper into the site or use them for redirects to boost other internal pages or normalize link flow in areas suffering from link attrition.
It is important to understand that ranking factor comes from both aged and new pages but also the combination of trust and authority with the new fresh unique topically created content based on semantic clusters of relevance are what produce rankings.
Use PageRank to get link flow to the newer pages by funneling any link flow that may be “pent up” in the site deep in the site architecture by reviving older pages with fresh links to new content to maximize the synergy of trust and relevance.
Despite what the consensus is from other SEO’s, we acknowledge that PageRank is an arbitrary statistic that does not indicate the genuine rank of a pages strength in the index, but it is a precursor for other SEO metrics that hinge on the relevance of link flow and algorithmic calculations of relevance score.
How you use it is up to you, but at least you may be able to floss some bragging rights if your site / projects that you have been toiling away on for months, finally received an acknowledgment from Google as having a green badge or PR to validate your efforts.
Congratulations, you are now in the cue and can leverage the crawl rate to your on page advantage, or use 301 redirects to “pass it on” to pages more deserving of praise…