PR could be a measure of how ‘vital’ a page is (according to Google). For the purpose of this text, I will only discuss PR in the SEO context – what it means and the way to use it.

First things first: PR isn’t the cause or the results of high rankings.

PR depends mainly on two things: Incoming links and traffic. Some SEOs build the error of assuming high rankings come as a results of high PR, when after all high PR is one natural outcome of high rankings.

Better SEO = higher rankings = additional traffic = Higher PR

But, the concept behind Google’s PR is crucial when working with External Links (i.e.: incoming) and Internal Links (i.e.: the website’s structure). Each link from A to B is considered as a ‘vote of confidence/credibility’ from A to B. We tend to can use PR as a physical measurement of how this credibility travels from one URL to the next.

The role of SEO in this case is…

1. Off-site: to maximise incoming PR by increasing the amount of incoming links and the quality of incoming links.
2. On-site: to harness incoming PR thus that none of it is wasted (on broken links) and that the majority of it’s channelled to the foremost important pages of the website (i.e.: the homepage, main category pages)

To total up, PR isn’t a factor in SEO, neither is it an instantaneous result of SEO. However the makings of a high-PR web site are terribly kind of like those of a high-ranking website. And because of that, the concept of PR will be used to…

* properly apply linking techniques
* live the effectiveness of these techniques

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