In case you’re not familiar with Page Rank, it’s merely a number from 0 to 10 that indicates the link popularity of a page in Google’s index. So, basically, the more links a page has, the higher its Page Rank will be. It’s not quite that simple, since thePage Rank of the linking pages also effects the Page Rank of the linked page (that is, onepage can “pass” Page Rank to another). I’ve seen the formula Google uses to calculatePage Rank, and it’s pretty daunting. Fortunately, it’s also unimportant.
Page Rank is the currency of link buyers and sellers, to be sure. The higher thePage Rank of a page, the more it will cost to buy a link there – period. People pay a premium for Page Rank because of the ever-present myth that having a high Page Rank will help your site rank better. Untold millions of dollars are wasted on purchasing linksat exorbitant prices because the pages where the links will appear have a high Page Rank value.
The reason why this myth persists is that it appears to be true. Many top ranking sites do have a high Page Rank, and therefore the connection is often made that their rankingis because of their Page Rank.
To demonstrate this, I ran 500 very competitive keywords through Google and checked the Page Rank of each of the top 10 ranking sites for each set of keywords.Here's the average Page Rank for the top 10 ranking sites across the board:
Now, just looking at the averages, you might say, "wow, I guess high Page Rank sitesdo rank better!" And you wouldn't be entirely wrong for saying that. Yes, overall, sites with higher Page Rank are ranking better in Google.But the question is: is it the Page Rank that's causing the high ranking, or is itsomething else?