PageRank

Google's original algorithm for measuring a page's importance based on the quantity and quality of backlinks pointing to it. While PageRank is no longer a public metric, the underlying principle — links as votes — remains central to how Google ranks pages.

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Related Terms

Page Speed

How fast a page delivers its content to the user's browser. Google uses page speed as a ranking signal, and even small improvements in load time reduce bounce rates and increase the likelihood of earning organic clicks.

Paid Link

A backlink acquired by paying the linking website. Google's guidelines prohibit paid links intended to manipulate rankings; if detected, both the buyer and seller can face penalties. Paid links should carry a rel="sponsored" attribute.

Pillar Page

A comprehensive, long-form guide covering a broad topic that serves as the central node of a topic cluster. Pillar pages attract backlinks because of their depth and distribute internal link equity to the cluster's supporting articles.

Pogo-Sticking

When a searcher clicks a result, immediately hits the back button, and tries a different listing. Pogo-sticking signals to Google that the first result didn't match the user's search intent, which can hurt that page's ranking over time.

Primary Keyword

The main search term a page is built around and optimized to rank for. Every piece of content should have one clearly defined primary keyword that aligns with both search intent and business goals.

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