This is an eternal question. Search engine optimizers would remain glued to their computer screen to take in the first hint of any PageRank update as and when that occurs. And when it occurs, it will be an anxious wait till the dust settles, before scurrying off to rework ways to claw back in ranking in case the new PR reduces.

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 Why so much bother? Does PageRank really matter? The short answer is yes, PageRank does matter, but not as much as it is made out to be. Let us talk things over.

What we know

The first lesson on PageRank will be an unquestionable reference to what Google says. According to Google [http://www.google.com/technology/], “PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value.”

Elaborating, Google says 2 things. One, more the number of incoming links to a webpage, more is the ‘number of votes’ for that page. But then comes the second rider. According to Google, it also analyzes the page that sends links and attempts to figure out how ‘important’ or ‘relevant’ this page (rather its content) is vis-à-vis the page which it links to.

Broadly speaking, links between 2 travel-related webpages make much sense in the eyes of Google than that between a travel-related webpage and another concerning, say a watch manufacturing company.

A succinct yet clear explanation of PageRank Technology is provided by Google here [http://www.google.com/corporate/tech.html]. The underlying idea is to provide surfers as accurate search results as possible. The ‘life of a Google query’ though lasting barely a second, is a mind-boggling go-between through several stages before an answer is delivered.

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 What we do not know

Howsoever revealing may Google’s explanations be, the bottom-line remains that for most of us, calculation of PR continues to be an enigma. Does any one know for sure how PR works? Ian Rogers of IPR Computing has in this essay [http://www.iprcom.com/papers/pagerank/] explained fairly well as to how PageRank is calculated by Google.

However, even if the mathematical equation to calculate PR is known, what is not known is which set of its data Google uses from its databank for finding out the PageRank of your webpage. This essentially translates to no more than second-guessing as to what the next PR would be. It would therefore be not wrong to say that most of the users (and indeed the so-called SEO experts) do not know what their PageRank would be next time. (Having said that, I must not consciously deny readers of this article to know what their supposedly Future PageRank [http://www.seochat.com/seo-tools/future-pagerank/] will be.)