What Is More Crucial for SEO: PageRank or Backlinks?
When we talk about what moves the needle in SEO, backlinks and PageRank often come up in the same breath. They're both tied to how Google understands the authority of a page—but they’re not interchangeable. One is a concrete tactic you can focus on. The other is an algorithmic signal that’s mostly hidden from view.
So which one plays a bigger role in your rankings? And where should you invest your energy if you want real results?
Let’s break it down and settle the backlink vs. PageRank debate once and for all!
First, What Is PageRank?
PageRank is Google's original algorithm for measuring the importance of web pages based on their links. It assigns a score to each page by analyzing both the quantity and quality of links pointing to it. In theory, the more high-quality links a page earns, the more “authority” it builds—and the more likely it is to rank well in search results.
The catch? Google stopped publicly updating and displaying PageRank scores back in 2016. While the algorithm still plays a role behind the scenes, SEOs today don’t have direct access to it. Instead, we rely on indicators from third-party tools (like domain rating, authority score, or URL rating) and real-world performance data to make educated guesses about how Google may be weighing a page's authority.
S, while PageRank is still part of the core algorithm, it’s no longer something you can track—or optimize for—directly.
And What About Backlinks?
Backlinks are links from other websites pointing to your own. Think of them as votes of confidence—signals to Google that your content is valuable, trustworthy, and worth referencing. Each backlink acts like an endorsement, and the more credible the source, the more weight that endorsement carries.
Unlike PageRank, backlinks are fully visible and measurable. You can track them using tools like Ahrefs, Moz, or Semrush, and dive into details like the linking site’s authority, topical relevance, anchor text, and even whether the link is follow or nofollow. These insights help you understand not just how many backlinks you have, but how much impact they’re likely making.
Backlinks remain one of Google’s top three ranking factors, and they’ve stood the test of time through countless algorithm updates. But quality matters far more than quantity. A handful of links from trusted, relevant websites will do more for your rankings than dozens of low-value links from random directories or spammy blogs.
So, Backlink vs. PageRank—What’s the Difference?
Here’s the simplest way to think about it:
Backlinks are the inputs.
PageRank is (part of) the output.
Strong backlinks from relevant, authoritative sites can improve your PageRank, but PageRank itself is just one piece of a much bigger algorithm puzzle. It’s not a strategy—it’s a result.
In short, you can control your backlink-building strategy. You can't control your PageRank directly.
Why Backlinks Still Matter (a Lot)
Even in 2025, backlinks continue to be a cornerstone of effective SEO—and for good reason. They play multiple roles in helping your site perform better in search:
They help Google discover your pages faster. When other websites link to your content, it creates new pathways for search engines to crawl and index your pages. This is especially helpful for new content or deeper pages that might otherwise be overlooked.
They signal relevance and authority. Google uses backlinks to assess how trustworthy and valuable your content is within its niche. A link from a respected site in your industry carries far more weight than a generic mention on an unrelated blog.They improve your chances of ranking for competitive keywords. In crowded search spaces, high-quality backlinks can be the differentiator that pushes your content onto page one—especially when competing against more established brands.
They open the door to referral traffic. Beyond SEO, backlinks can bring real people to your site. A well-placed link in a popular article or resource page can drive targeted traffic, build brand awareness, and even lead to conversions.
Backlinks also feed into your site’s overall trust signals, which have only grown in importance with Google’s continued emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trust). Earning links from reputable sources shows Google that others in your field recognize your content as credible and valuable—something that no amount of keyword optimization can fake.
Does PageRank Still Matter?
It does—but only as a background algorithmic layer.
You can’t optimize for PageRank directly. What you can do is build internal links strategically, earn high-quality backlinks, and create content that naturally attracts links. All of this contributes to stronger PageRank over time.
But obsessing over PageRank is like trying to improve your credit score without ever checking your income, spending habits, or debt—it’s focusing on the symptom, not the source.
What Should You Focus on for Better SEO?
If you’re trying to decide between chasing backlinks or chasing PageRank, go with the strategy that gives you actual control: build better backlinks.
Here’s what that means in practice:
Create original, helpful content that people want to reference
Pitch guest posts on relevant industry blogs
Earn mentions in niche directories or resource lists
Develop relationships with other site owners
Replace broken links on other websites with your own (hello, broken link building!)
All of these efforts strengthen your backlink profile—and yes, that’ll feed into your PageRank behind the scenes.
What You Can Control Is What Counts
Backlinks are still one of the most powerful tools in your SEO toolkit. PageRank might still be part of the equation behind the scenes, but it’s not something you can track or optimize for directly. Backlinks, on the other hand? You can build them, measure them, and use them strategically to move the needle.
If you’re serious about climbing the rankings and building long-term visibility, backlinks deserve your attention.
Not sure where to start—or just tired of trying to do it all yourself? At Hot Brewed SEO, we create custom strategies that get results.
Book a free consultation, and let’s build something that actually works!
