Short answer: the public PageRank score Google used to show is gone (retired years ago), so chasing "PageRank" is outdated. Google still uses link-based authority internally, but you now gauge it with third-party metrics like Domain Rating, and you build it the same honest way: great content and quality backlinks. Here is what replaced PageRank and what to actually do.
What happened to PageRank
PageRank was Google's original link-based ranking idea, and for years a public 0-10 score was visible in a toolbar. Google stopped updating that public score and removed it entirely. Google likely still uses link signals internally, but there is no public PageRank number to chase anymore. Any tool claiming to show your "PageRank" today is using something else.
The metrics people use now
| Metric | By |
|---|---|
| Domain Rating (DR) | Ahrefs |
| Domain Authority (DA) | Moz |
| Authority Score | Semrush |
These are third-party estimates, not Google numbers. They are useful for comparing sites, but Google does not use them, so do not treat them as your goal, treat rankings and traffic as the goal.
How to genuinely build authority
- Publish content worth linking to, original data, thorough guides, useful tools.
- Earn quality backlinks from reputable sites in your niche; a few strong links beat many weak ones.
- Be consistent and trustworthy, accurate, updated content builds the reputation Google rewards.
- Nail on-page SEO so the authority you build actually turns into rankings.
What to avoid
Do not buy links or chase manipulative schemes to inflate a metric, Google penalizes link schemes, and inflating a third-party score does nothing for real rankings. The old habit of obsessing over a single authority number is exactly what to drop.
The non-obvious tip: measure outcomes, not vanity metrics
DR and DA are comparison tools, not targets. Your real scoreboard is in Google Search Console: are you ranking for more terms, getting more clicks, and moving up? A site can have a modest DA and huge traffic, or a high DA and little. Optimize for rankings and traffic, and let authority follow, rather than chasing a number that Google itself does not use.
Frequently asked questions
Is PageRank still a thing?
The public PageRank score is gone, retired by Google years ago. Google may still use link signals internally, but there is no public PageRank number to chase.
What replaced PageRank?
Third-party estimates like Ahrefs Domain Rating, Moz Domain Authority and Semrush Authority Score. These are not Google metrics but help compare sites.
How do I build website authority now?
Publish link-worthy content, earn quality backlinks from reputable sites, stay consistent and trustworthy, and get on-page SEO right so authority turns into rankings.
Should I focus on Domain Authority?
No, it is a comparison tool, not a Google metric or a goal. Track rankings and traffic in Search Console instead, and let authority follow.
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