Goodbye PageRank, Hello TrustRank
Updated: Feb 17, 2019
While Google didn't admit it yet, PageRank is either on its way out, or already made it to its grave. As controversial as this might sound, our experience and hands-on research suggests that this statement is true.
So out with PageRank and in with TrustRank.
Before we dig deeper into why PageRank is becoming obsolete and a replacement of the technology is necessary, lets define what PageRank is.
What is PageRank?
PageRank is an algorithm used by Google to determine a website's importance. The algorithm suggests that Google counts the backlinks to a particular website and depending on the Quantity and the Quality of these backlinks, a PageRank score is calculated. The higher the PageRank score is, the higher rankings on Google the website receives.
The problem with the PageRank technology is it is very easy to manipulate by Search Engine Optimization Companies and experts. As a matter of fact easy manipulation of PageRank has blurred the line between White Hat and Black Hat SEO.
For reference here is a link to Wikipedia about PageRank
The Replacement of PageRank with TrustRank:
Google, and the other search engines have been secretly working on new algorithms to replace PageRank with something that makes more sense. The Genie is out of the bottle and the new technology is called TrustRank.
What is TrustRank?
While PageRank claimed it calculated a score based on quantity and quality of backlinks to a website, it failed to define how quantity is measured. Is it the relevance of the referring website? Is it the PageRank of the referring website? No one relay knew.
It wasn't until recently where some information surfaced about TrustRank online. TrustRank was initially developed by yahoo! and Stanford scientists. Google did admit they are using TrustRank as well. Here is a link to the research paper: Combating Web Spam with TrustRank
TrustRank is a technology that attempts to measure trust signals. TrustRank measures Trust, Authority and reputation of a website. Of course the nature of search engine ranking algorithms is secretive in order to stop spammers from taking advantage and gaming the search engines. Speculation is the name of the game still. Here is What Wikipedia says about TrustRank:
" The method calls for selecting a small set of seed pages to be evaluated by an expert. Once the reputable seed pages are manually identified, a crawl extending outward from the seed set seeks out similarly reliable and trustworthy pages. TrustRank's reliability diminishes with increased distance between documents and the seed set. "
Here is a link to Wikipedia about TrustRank
So the first lesson we learn about the TrustRank algorithm is that it is not 100% automated. It actually depends on human intervention to measure trust. Only naive people would believe that the search engines will evaluate each website by a human. So how is it done? How can an expert person working for a search engine evaluate trust signals for a website individually?
The answer is they don't! The only feasible course of action is human intervention to evaluate a handful of websites that link to the rest of the Internet. These websites are the mother of all trust.
At SwiftlyLabs.com we researched the top 10,000 most visited websites and created a list of the top 50 places on the Internet, that if they link to your website, you will be considered trustworthy.
If you want your website to have a great TrustRank score and improve your search engine rankings dramatically, Call us Today!