Page Rank technology belongs to Google and it is Google's way of determining the importance of web pages on the World Wide Web. Google states that according to their Page Rank technology, pages that are considered important are assigned higher Page Rank value. The value of Page Rank runs between 0 and 10; in this scale of values, 0 is the lowest rank and 10 is the highest rank.

Google also states that according to its search algorithm, all things being equal, web pages with higher Page Rank will get better positions in the search results. Google uses Page Rank technology to improve the quality of its search results. It is said that Google uses over 200 factors to calculate the Page Rank of a webpage. Every website, which likes to get good position in search results, therefore should try to get a high Page Rank. Since Google is considered to be one of the strictest search engines, your efforts to optimise your website to get good Page Rank will help you get good search ranking in the other search engines as well.

There are varied opinions about the importance of Page Rank among the SEO professionals. Some of them say that it is enough to get good position in the search results page and Page Rank is not relevant or important. They may be right in their argument as long as there is no competition in your niche market. When there are number of websites that are competing very closely for the same keywords, then it is the Page Rank that will help Google to decide which results come on the first page and which results should be pushed to later pages. Google itself states that it believes that pages with higher Page Rank "are more likely to appear at the top of the search results."

This is one of the reasons why every website should strive towards getting good Page Rank in Google. While trying to improve the Page Rank of your website, you must remember that the Page Rank is calculated on page-by-page basis and not for the entire website. Therefore, you must make sure that all your pages have good Page Rank and not just the homepage of your website. Only then, your products pages and services pages too will get good position in the search results pages.

Only a good SEO will keep in mind real world traffic behavior. Choosing the right SEO firm, means choosing one with right search engine optimisation strategies and long-term conversion successes.