In Brazil, this land of opportunities, about ten tricksters specializing in something are born for every professional who truly understands the subject. I call this the 'Brazilian jeitinho effect'; it may be cultural, but it justifies nothing.
It is extremely common to receive technical updates from specialists as if they were newly revealed absolute truths, but be careful, because the old saying that 'paper accepts everything' is becoming more valid every day regarding blogs and content portals about SEO.
One of the most discussed points today is the so-called death of Google Page Rank, which collapsed in the blogs of specialists without warning to the family, without even a funeral ordered.
This is an extremely important point that truly separates optimization professionals from amateurs. Google Page Rank has been one of the most important ranking factors over the years for defining the quality of backlinks and domain authority, so where did the consensus come from that it is no longer useful for an SEO campaign?
In 2008, Udi Manber, VP of Engineering wrote on the official Google blog:
“The most famous part of our ranking algorithm is PageRank, an algorithm developed by Larry Page and Sergey Brin, the founders of Google. PageRank is still part of our algorithm, but now it is part of a larger system.”
In a recent survey conducted by the site SEO-Digger aimed at assessing the quality of SEO services practiced in the Los Angeles area (Can you imagine conducting a survey in Porto Alegre and Curitiba? :D). One of the questions raised was about the myth of the end of Google Page Rank as an indicator that affects SERP results.
Question #4: I heard that Google Page Rank does not affect search results and can be ignored. Is this true?
The best answer chosen was from Dave, who said:
“Google has defined that PR (Page Rank) is not used to directly determine rank. This does not mean that it is useless or should be ignored. It is an indicator, not a measure. Much like the indicator light on your car's dashboard, it doesn’t tell you exactly what your problem is but serves as a warning; your oil level is indeed a measurement. If you are having trouble ranking your site for a keyword, PR can be a good indicator of whether your problem is the quantity or quality of links.
– Dave WebManLA
In summary, Google Page Rank remains an excellent indicator for assessing whether your site's backlinks have good quality or if they are reflecting an improvement in your site's quality in the eyes of Google. Obviously, if not accompanied by the observation of numerous other factors, it will not solve the problem of your positioning strategy.