PageRank, popularly known as PR, is a metric Google uses to give importance to web pages. PR is determined by the quality and relevance of inbound links a web page has pointing to it. This rank is not assigned based on the quality or uniqueness of content a page has. Since search engines consider backlinks as votes of approval, the more votes a page gets from relevant and quality websites, its PageRank will subsequently increase over a period of time. Even though Google’s algorithm uses PR as one of its ranking factors, the role it plays on SERPs ranking is very minimal. Actually PageRank is used by SEO-savvy individuals as an indication of authenticity and quality of sites; but it means literally nothing to an average Internet user.
Search engine results page, also known as SERP, is the web page a search engine returns for a user’s search query that includes links to web pages that are relevant to the searched key terms, key phrases or keywords. PageRank doesn’t overly determine the web pages to rank at the top of first pages of every search engine SERPs, though it has a negligible influence on Google SERPs. In reality quality content and backlinks from relevant sources contribute immensely to better SERPs ranking. Specialized SEO (search engine optimization) helps to enhance ranking in organic search results.
Despite the fact that PR plays a part in Google ranking algorithm, it doesn’t take visitors to websites. Having unique content in place on web pages and implementing targeted SEO is what helps to get top SERPs ranking that resultantly generates traffic.
The essence of having a website is to get other web users to visit it and possibly do business with you. High PR doesn’t guarantee traffic and it’s only used by one search engine – Google. PageRank means nothing to Bing, Yahoo, Ask and Blekko SERPs ranking algorithms. Generally a web page is ranked on SERPs on the basis of the relevance of its content to searched keywords and the quality of votes given to it by relevant external sources that use the keywords as anchor texts for the votes.
I highly recommend that you concentrate on highly targeted SEO implementation that will help give your web pages top SERPs rankings for your chosen keywords. How well you perform this task will determine the click-through rates of your links on search results. SERPs ranking is based on relevance of a site’s content to searched keywords. So, you should optimize your keywords on every web page, to enhance their discoverability by search bots, as well as do specialized off-page SEO.