The leading search provider Google is to perform a PageRank update across the network, scheduled for 31st December 2010. The last full update that was confirmed was way back in June, with the expected September change not being implemented.
Previous years have seen more frequent PageRank changes, with 2010 being more focused on the Google Algorithm changes we have seen. While testing is taking place (to check whether the algorithms are working in a way that benefits the end-user), Google has put off the regular updates of their page ranking tool.
It is widely queried whether the PageRank value actually makes any difference to a websites performance. For years webmasters have chased better ranking without fully understanding just how much weight it holds with the search giant. But like other elements of the Google criteria (for positioning sites in the SERPs), we’ll never know for sure.
As we learn more and more about the effects of a page’s ranking within various search engine algorithms, it’s of utmost importance to take a life-long learning approach to SEO. By amending our work patterns and keeping up-to-date with the latest news, it’s possible to stay ahead of the game and play the optimisation game in an ethical and successful manner.
