MozRank sounds like a cousin to PageRank but not many may be familiar with it. It’s basically a link popularity score at a scale of 0 to 10. It is a representation of the link importance of a web page. It is primarily determined through the number and quality of other pages that link to a page. A high MozRank means that a page has a multitude of mid or average quality links or a few but high quality links pointing to it.
As stated on Moz.com (site of the creator of MozRank), this rank is determined using a proprietary algorithm that factors in the quality and quantity of links that point to a particular page. It is determined on a page-by-page basis. Every page of a website gets a different MozRank calculation, although it’s not a rarity for several pages of the same site to have the same MozRank.
So why is this rank important? Does it make sense developing your website with a high MozRank as a goal? Consider the following reasons and explanations:
1. Link Authority Indicator
MozRank is like a democratic way of determining the importance of a page. In the world of web pages, it’s like the result of an election where the voters are the web pages and the candidates are the pages to which these pages point their outbound links. There’s no one winner here but there will be a number of pages that will emerge as high authority pages that can provide high authority links to other pages.
Why is being a link authority signifier or indicator important when search engines, Google in particular, don’t rely on MozRank for the ranking of its search engine results? Why should website owners pay attention to MozRank? The answer here is simple. While search engines don’t use MozRank in particular to rank results, they largely factor in the link authority of web pages. Incidentally, link authority is something MozRank represents. If you achieve high MozRanks for your sites or pages, it is likely that your pages will rank high in search engine results.
2. Finding Out a Site’s Standing in the Competition
MozRank can be used in comparing websites to the competition to help in planning SEO efforts. Since it is more regularly updated, it can provide a better gauge of where a website or page stands against numerous other sites that optimize on certain keywords. It helps in determining which pages and keywords to focus more on. There are times when competing sites or pages already overwhelmingly dominate particular keywords (because of the multitude of high quality links) that optimizing on such keywords mostly becomes useless.
By comparing MozRanks, site owners can look for more feasible “battlegrounds” and achieve some success instead of battling it out on a certain keyword when the competitors are solidly occupying the top search results for these keywords because of their high quality and numerous links. If for instance a site owner decides to go for website localization and finds that the localized version of their site has better chances of reaching the top spot (based on the MozRank comparison), it only makes sense focusing on the localized pages.
3. SEO Guidance
As Google decided to make PageRank less significant, website owners and search engine optimizers have started looking for alternative data or tools that could guide them in their SEO efforts. MozRank appears to be one of the more viable metrics website owners can turn to. It enjoys a good reputation in the SEO community because it is perceived to be more accurate (as compared to PageRank). It is even regarded as “PageRank if it were regularly updated.” If a website owner were to undertake an SEO campaign, MozRank can be viewed as a sensible tool especially when identifying sites to exchange links with.
MozRank may not appear that significant but it’s a good guide for planning SEO strategies. It may not supplant PageRank but it’s an important detail to consider when optimizing websites or web pages for certain keywords.