Does PageRank really operate just like it did back in 1998?

What does "used the same way" really mean?

The PageRank algorithm is fundamentally a mathematical calculation that measures the importance of a page based on the links it receives. Each link is seen as a vote, and the value of that vote depends on the authority of the page issuing the link.

When Illyes says that Google uses PageRank "the same way," he is referring to the basic principle: the calculation of popularity distribution through links still works according to Larry Page's original model. The flow of PageRank still circulates from one page to another according to the initial mathematical formula.

What has changed since the early days of Google?

What has massively evolved is the context of application of this signal. In the 2000s, PageRank was virtually the only determining ranking factor. Today, it is just one signal among hundreds in an infinitely more complex algorithmic ecosystem.

Google has also radically refined its ability to detect link quality. Algorithms like Penguin filter out artificial links, site networks, and manipulation schemes. Thus, raw PageRank is weighted by layers of qualitative validation that didn't exist at the beginning.

Why does this statement create confusion?

Because it conflates technical truth and practical reality. Yes, the mathematical algorithm of PageRank has not changed in its internal functioning. No, that does not mean that links work today like they did 20 years ago.

This statement gives the impression that nothing has changed, while the relative weight of PageRank in global ranking has significantly decreased. Content signals, intent, user context, and E-E-A-T have taken on massive importance. PageRank is still present, but diluted in an ocean of factors.

• The mathematical calculation of PageRank remains identical to Larry Page's original
• The relative weight of PageRank in global ranking has drastically decreased
• Quality filters on links (Penguin, spam detection) transform practical application
• PageRank is no longer a visible public score—it remains an internal signal among hundreds
• The current algorithmic ecosystem now integrates user intent, context, E-E-A-T, and behavior

Is this statement consistent with real-world observations?

Technically yes, practically it is misleading. SEO professionals see daily that acquiring quality links remains crucial for ranking on competitive queries. In this sense, PageRank still works: pages with higher link authority tend to rank better.

But claiming it works "the same way" completely ignores the evolution of the link validation system. A link in 2025 does not have the same impact as a link in 2005. Anti-spam filters, detection of artificial patterns, semantic analysis of link context—all of this radically changes the final effect of PageRank on ranking.

What critical elements are being overlooked?

Illyes does not specify that the weight of PageRank in the overall ranking formula has been gradually reduced over time through updates. Google never communicates on the relative weighting of signals, but empirical tests clearly show that pages with an average link profile can outperform pages with an excellent link profile if they excel in other dimensions (semantic relevance, freshness, E-E-A-T, user signals).

The other point not mentioned: internal PageRank (link juice circulation within a site) remains important, but Google now also values semantic structure, thematic clusters, and cohesion of internal linking. The mere mathematical calculation of flow is no longer enough—it needs to have contextual meaning. [To be verified]: Google has never explicitly confirmed how it weighs internal PageRank vs. thematic relevance signals.

When does this statement become problematic?

If a beginner SEO interprets this statement as "backlinks work exactly as they did before," they risk engaging in outdated strategies. Buying links in bulk, prioritizing quantity over quality, ignoring contextual relevance—all these errors may have worked in 2008 but lead to penalties today.

The other danger: underestimating other ranking levers. PageRank remains a strong signal, but a site that completely neglects semantic optimization, user experience, Core Web Vitals, or E-E-A-T will never compensate for these weaknesses solely with backlinks. The modern context requires a multidimensional approach.

How to adapt your link-building strategy today?

The underlying principle remains valid: obtain quality links from pages that themselves have strong authority. But the definition of "quality" has significantly expanded. A contextually relevant link, placed in rich editorial content, on thematically coherent sites, is worth infinitely more than a generic link in a footer of a directory.

In practical terms, this means prioritizing editorial partnerships, expert contributions on niche media, and natural mentions gained through reference content. Mass mailing techniques for obtaining links in volume no longer work—Google easily detects these artificial patterns and can severely devalue them.

What critical mistakes should absolutely be avoided?

Never buy links in bulk from questionable platforms. Site networks (PBNs) are increasingly easily detectable by Google, and the risk of manual or algorithmic penalty is real. One bad link is unlikely to do much, but an obvious manipulation pattern can trigger manual action.

Another trap: focusing solely on PageRank and neglecting the rest. A site with an excellent link profile but mediocre content, a failing technical structure, or a terrible user experience will never rank sustainably. PageRank should be seen as a quality amplifier, not as a substitute.

How can I check that my site is properly utilizing internal PageRank?

Audit your internal linking to ensure that the flow of PageRank effectively reaches your strategic pages. Use tools like Screaming Frog, Oncrawl, or Botify to identify orphan pages, excessive depth levels, or link juice wastage towards non-strategic pages.

Then, structure your site into thematic clusters: each content pillar should receive internal PageRank from relevant satellite pages. This approach combines the mathematical logic of PageRank with the semantic logic that Google now values. It's this synergy that produces sustainable results.

• Prioritize the contextual quality of links over raw quantity
• Regularly audit your link profile to detect potential spam signals
• Optimize your internal linking to direct PageRank towards your strategic pages
• Structure your content into thematic clusters to combine link authority and semantic relevance
• Avoid any obvious manipulation schemes (bulk purchases, PBNs, triangular exchanges)
• Never neglect other levers: content, technical, UX, E-E-A-T