Inrank is Oncrawl's PageRank metric. It shows how popularity is distributed across the pages of your website through internal linking.

Inrank is scored from 0 to 10 and helps you compare the relative popularity of pages within a crawl. By default, it uses the random surfer model: all internal follow links have the same weight of 1.0.

You can also enable zone-based weighting in Crawl settings to simulate a reasonable surfer model. This applies relative weights to internal follow links according to their position on the page.

In Oncrawl, you can easily track changes in Inrank at different depths of your website, whether for all pages or for page groups.

You can also look at how Inrank flows from one page group to another, and see what happens when a group no longer influences the Inrank flow.

Oncrawl's Inrank, like Google's PageRank, is a metric that undergoes small adjustments over time to better reflect the value of a page within the framework of a website.

In addition, Oncrawl's regular updates — based on information from Google, feedback from users like you, and results of our tests in R&D — help ensure that Inrank is as close to Google's PageRank as the current data allows us to get.

Here's a brief history of our updates:

For each crawl, Oncrawl calculates the Inrank of each page it encounters.

Our algorithms start by looking at internal links and calculate the probability of a page being visited.

This calculation is based closely on Google's PageRank.

By default, Inrank treats every internal link as equally likely to be followed. This is the random surfer model, where each internal link has the same weight of 1.0.

When reasonable-surfer weighting is enabled, Oncrawl assigns a relative weight to each internal follow link according to its Link position. On each page, the weights are compared and normalized across all internal follow links before Inrank flow is distributed.

For example, if a page has one Main link weighted 2.0 and one Header link weighted 1.0, the Main link receives about 67% of the page's Inrank flow and the Header link receives about 33%.

Weights are relative: only the ratio between them changes the distribution. Enabling this option does not change URL discovery during the crawl.

Then, we apply a dampening factor and adjust the score to fit on a scale of 0-10, where at least one page is ranked 10 and at least one page is ranked 0.

Fitting the score to the 0-10 scale is done logarithmically, which means that prioritizes relative importance at each level of the scale.

Only internal "follow" links can pass popularity, or "link juice", through Inrank:

The Inrank is evaluated for the entire known website, meaning that you should not exclude pages if you want a full and accurate picture of Inrank on your site.

When pages are missing from the analysis, the weight we give certain internal links might vary.

Crawling a limited part of your website will leave you with only partial data that can skew the results.

Inrank is a metric which helps you understand the impact of your internal linking strategy.

The way you use internal links to structure your site has a significant impact on how Google analyzes your pages.

Google recommends using links to create an organized, hierarchical site structure as a best SEO practice: Internal linking strategies influence the importance of the page to your site as Google understands it.

This determines which parts of your site Googlebots pay more attention to, which correlates with the number of search impressions and with faster indexing.

Perhaps more importantly, Google has clearly indicated that they use the relative importance of pages on a website to rank pages on that site.

Everything is relative.

There is no bad or good Inrank to target, and because of how Inrank is normalized, you will always have pages with an Inrank of 0.

This doesn't mean they won't perform well on Google. It only means that your website's structure promotes other pages more.

Inrank should be used to understand how a particular optimization in your internal links can impact the popularity of your pages.

When you try to improve the authority of a group of pages, chances are you are lowering the authority of others.

Using Inrank, you can avoid shooting yourself in the foot.

Zone-based weighting helps you model the prominence of internal links more closely. For example, a contextual link in the main content can carry more weight than a repeated link in a footer or sidebar.

For reliable results, review the Link position configuration before enabling the option. Oncrawl identifies Header, Footer, Navigation, and Aside by default, and you can adapt these zones with CSS selectors to match your website templates.

Oncrawl's default weights are recommendations inspired by the reasonable surfer model. They reflect common SEO assumptions about link prominence, not a reverse-engineered Google formula.

Whether you are an e-commerce vendor, a corporate entity, or an online media publisher, there are pages that are more valuable than others for your business.

As an e-commerce player, for example, your ‘money pages’ are likely your top products, your best sales, or your brand pages…

Use Inrank to assess whether your internal linking supports the pages that matter most to your business.

In the website above, the first group is the top target page group, receiving a significant InRank flow of approximately 432.95. This is followed by the second group in the list, with an InRank flow of 8.01, the third with 5.93, the fourth with 1.86, and the fifth with 0.55.

Google applies various parameters on all websites matching a query in order to rank them.

You can use Oncrawl to map the internal link architecture of your competitor and spot the Inrank patterns of their money pages.