The word page rank (often abbreviated as PR) is a registered Google trademark and has the US Patent number 6,285,999. Its algorithm was invented by the founders of the search engine Google, Larry Page and Sergey Brin while they were studying at the Stanford University. While doing search engine optimization for a website, page rank is one of the major points that is taken into consideration. Web developers and site owners always strive to increase the overall page ranking of a site and also that of individual web pages constantly so that one gets a better position in the SERP (search engine results page) for relevant keyword searches.
Page ranks displayed on the tool bar range from one to ten. The higher the page rank the better and more importance the web page is given by the search engine. The number and quality of the inbound links to a web page also goes a long away in determining the page rank of that web page. It is believed that the toolbar page rank value is not in real time but historical. Search Engines consider the pages with higher page rank to be more important than the ones with the lower page rank. If a page has more number of links coming from other sites its page rank is bound to go up. Another interesting feature is that it is better to have links coming in from other website pages that have page rank lower to that of our link receiving page. Only in such a case will our page rank go up. Thus it is advised not to leak our page rank from our web pages that already have high page ranks by linking externally to other sites with lower page ranks.
During a search engine optimization program many tools including the page rank calculator tool is used to find out the current status of the page and the type of link building steps to be taken that would effectively lead to a better SERP display and improve the incoming website traffic.
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