PageRank is just not that big of a deal. At least this is the word, according to The Register, that is. They report there is so much more to how a page is ranked with Google besides the mere assignment of Google PageRank. The article goes on to point out that all PageRank really does is to serve as one of many tools to help Google determine a Web page’s importance.

Perhaps part of the reason why Google is emphasizing PageRank so much is due to the inclusion of real-time search? But for them to say it was never really that important, however, is nonsense. To date, if you have two sites with the same number of keywords and posts, among other things, on a popular keyword, the high PR page is going to win out. The only time I have ever seen this not work is when the competition is between a blog about a particular brand vs. the brand itself. The blog can win here if there is not much keyword competition from others.