If you will remember a few months ago I dispelled the importance of Google’s PageRank in organic search engine ranking position (SERP). The argument has been blazing for a while now, but I think that most professional search engine optimization (SEO) experts now agree with my side of the argument. PageRank just doesn’t mean that much anymore. Now what?
You wonder where you should spend your efforts to get those highly prized organic SERPs. Just like SEO, the answer is complicated yet simple. When you get right down to it, SEO is an exercise in common sense. And so is the answer to what has replaced PageRank as one of the most important factors in high rankings. We’ll call it Google Trust and Authority.