Google PageRank – Why Isn’t It Updated More Often?

Since link popularity is such a heavy influence on search rankings, especially in Google, many people rely on the “display PageRank” that Google provides in the Google Toolbar. But anyone who watches that knows that it usually goes for many, many months without being updated. Why is that?

Matt Cutts, “The Google Guy”, answered just that question in a video. Basically, the message is “Don’t perseverate so much on your PageRank.” Matt suggests that your time is better spent focusing on things like user experience, page speed, content, and so forth.

See the Google position on PageRank here.