Today  at SMX west there was a discuss about the things that are over hyped in SEO. Google’s Page rank factor was the most discussed one in that session. Google’s Director of Research, Peter Norvig said that Page Rank has just got eye catching name and is over hyped, he also said that PR probably needs a new name.

Have a look at the discussion:

One thing that I think is still overhyped is PageRank. People think, yeah, you do this computation on the web graph and then you just order all the pages by that [PageRank]. Yes, that computation is important but it’s just one of many things. And people say, “Oh, well you’re stuck if you don’t have that.” We never felt that way. We never felt that it was such a big factor. It’s got the catchy name and the name recognition, but we’ve always looked at all the available data….

There is this confusion that there’s this one component that’s called PageRank, but the whole thing [Google's algorithm] has [also] been called that. That was a mistake. We need some better branding.

We all know that Google has already tried to de-emphasize the Page rank factor several times but Google didn’t succeed in that.