You might hear a lot of talk about Google's PageRank, people bragging about their sites attaining the misty heights of rank 7 or 8, or speaking reverently of sites that have achieved 9 or 10. PageRanks range from 0 (sites that have been penalized or not ranked) to 10 (reserved for only the most popular sites, such as Yahoo! and Google itself). The only place where you can actually see the PageRank of a given URL is in the Google Toolbar, though you can get some idea of its popularity from the Google Directory. Listings in the Google Directory have a green bar next to them, which reflects a listing's popularity without giving an exact number.
Google has never provided the entire formula for its PageRank, so all you will find in this book is conjecture. It wouldn't surprise me to learn that the formula is constantly changing; as millions of people try myriad methods to increase their page ranking, Google has to take these efforts into account and (sometimes) react against them.
Why is PageRank so important? Because Google uses it as one aspect of determining how a given URL ranks among millions of possible search results. Still, it's only one aspect. Other aspects are determined via Google's ranking algorithm.
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