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Approaching the End of the PageRank Era

Rand Fishkin

The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

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Rand Fishkin

Approaching the End of the PageRank Era

The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Approaching the End of the PageRank Era

Even a great technological innovation like PageRank will eventually be supplanted. For a web information retreival model, PR has already had a remarkable long life, yet its downfall has been predicted across the web by some of the very best in the industry. Here's a short list:

As a global popularity model, PageRank also has some inherit flaws. PageRank is ignorant of the temporal nature of the web and links, favoring old content rather than updated or new information. PageRank also uses a flawed 'random walk' theory, which does not take into account the purposeful nature of a typical web session. Lastly, PR doesn't account in any way for the manipulation or commercial interest aspect of the web, and thus ignores the global popularity spam that prompted Google to show PR updates on a quarterly basis.

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