What Will Replace Page Rank As A Trust Metric?

While we wonder what the new Edwinsoft software will bring, and how they might improve and alter the feature set of Ultimate Demon, there is one aspect that used to be vitally important to marketers which is now under some confusion. That is “trust”

What is next for trust and authority ranks in SEO

The de-facto trust metric used to be Page rank. Websites were valued primarily on this algorithm alone. While over the past 5 years it has seen a gradual decline, it is fair to say that it is now, as predicted, completely dead and buried. It has only been updated once in 2 years and there are officially no plans to ever update it again.

In other words, a new website bought now will never achieve Pr at all. No matter how hard it tries and where it gets links from.

Like the Monty Python Parrot Sketch says.

Page rank is dead, deceased, it is no more, it’s slipped off it’s perch and gone to join the choir eternal.

Which leaves the question, how should we measure trust and authority in the future, and what, if any , metrics will be included in the next iteration of Ultimate Demon?

Matt Cutts of Google was quoted insinuating that there would not be further updates of Page Rank in 2013, when a question was put across to him on his twitter handle. He almost immediately went on to reveal that the pipeline that handles Page Rank data in Google’s internal servers had broke, and the online giant had no intensions of fixing it. However, within just six months after making these assertions, Google did in fact release a new Page Rank update.

This algorithm is undoubtedly the gold standard when it comes to judging a website’s authority and rank. Nevertheless, with the introduction of Hummingbird, this search engine’s capability to comprehend the relationship relevance of all the web pages it indexes has taken precedence over Page Rank. Not to mention the relative ease that some webmasters can manipulate the latter utilizing black hat tactics. Also, Google takes a quite a long time to update it, and its use doesn’t always give a clear picture of a website’s authoritativeness , both on the short-term and long-term basis. Which means that irrespective of a website’s quality it may register a Page Rank of 0 until Google’s crawlers eventually discover it.

This has led virtually all backlink reporting services across the globe to launch their own unique algorithms to gauge their client’s website rank on Google and other prominent search engines. You may be probably wondering what will replace Page Rank In 2015? Well, the following is a review of 4 algorithms that have begun giving Google’s Page Rank a run for its money.

Moz’s Page Authority

Page Authority is a calculated metric that is geared to accurately predict how a given web page will rank on Google’s SERPs. It integrates a machine learning model to identify an algorithm that correlates with ranking across a wide cross-section of search results got from this search engine to make its predications. Page Authority is measured on a 100 point logarithmic scale, but like Page Rank it is easier to move a web page’s score from ten to twenty than from thirty to forty. Additionally, due to Moz regular updating of this metric, there often occur fluctuations on its exact score over time.

Majestic’s Trust Flow

The trust flow metric is determined by the manual assessment of a large number of web pages. The logic behind it is relatively straightforward and it makes the general assumption that “trustworthy” websites usually tend to link to other “trustworthy” websites. This means that the closer the proximity of a website to other authoritative sites, the higher its eventual credibility will be. Trust flow is measured on a scale of 0 to 10.

Ahrefs’ URL Rank

The URL Rank is gauged by assessing the impact of the backlinks with differing link equity may have on a given web page. This algorithm allows for no more than 80% of the rating of a website to be transferred to another. This rating gets to be distributed to primarily between all the do-follow links that a website may have. But also factors in internal links as viable variables in calculating URL Rank. To put it in a nutshell, the more backlinks a web page may have, the higher the URL Rank it is bound to register.

Blekko’s Host Rank

Unlike the previous three reviewed algorithms above including Google’s Page Rank, Host Rank is measured on a linear scale other than a logarithmic one. This scale ranges from 0 to infinity, which makes it more easier to determine the actual spread between any two websites than is possible with the other alternatives.


It is important to note that the Moz, Majestic and Ahref algorithms closely mimic the functionality of Google’s Page Rank and also closely correlate with it. As such, Ultimate Demon’s current page rank fetch facility still has great value for older websites. Linking from established websites that have a high P.r as reported by Ultimate Demon will still have a likely authority and trust transfer value. It’s just that Google will not measure it, or at least report it back to you in any way.

As of the last count, Page Authority correlated with Page Rank at an estimated 0.68%, while Trust flow stood at 72.79% and finally URL rank’s correlation with Page Rank stood at 78.32%. This definitely means that whichever algorithm you choose to work with, and use consistently, you will be in a position to ascertain the exact rank of any website or web page. By bringing Blekko’s Host Rank into the mix, you will be able to integrate an extra linear perspective. That will enable you to have a fairly straightforward comprehension of the relative trust as well as authority among any given websites. There are many insights but; this is an insight in this regard.