If you take the time to browse around the internet at a steady pace, you’ll find some interesting patterns emerge. One of those tendencies is how badly people are searching for page views, and are trying really hard to increase PR. You find it most readily apparent on blogs, particularly in emails from people wanting me to add them to a blogroll.

In the future could this grueling battle of increasing page ranking be obsolete?

If you listened to Bruce Clay, a renowned search marketing analyst, about a month ago you might have thought page rank is dead. Or atleast is dying.

(Skip to 4:06 for Clay’s “Ranking Is Dead” statement, and explanation)

Bruce Clay has since followed up his statement, and let people know exactly what he meant by the statement. He states that, “There is always going to be a reason to have ranking.”

So, what will be the true fate of page ranking? Will having the need to be on top of Google for particular keywords lose out to localization and personalization?

I believe that there will always be searches that will be determined by page rank. If you type in ‘make money online’, I don’t think any amount of personalization will overshadow the ranking for a particular website. On the flip side, a lot of searches will be made obsolete by ranking. If you type in ‘pizza delivery’, your results will bring up sites catered to your location.

I think that by watching both videos of Bruce Clay, and reflecting on my own opinions it’s rather obvious. While page ranking might not hold the merit that it once did, it’s definitely not dead….yet. Should you start focusing more on personalization, and localization of your website? Absolutely. But keeping an eye on page rank is still important, and shouldn’t be ignored

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