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Google Shares How 301 Redirects Pass PageRank

October 29, 2018 / Roger Montti

Google’s John Mueller offered an interesting explanation of how a 301 redirect will pass 100% of PageRank. The SEO community has known since about 2016 that there was no PageRank loss. But this is the first time that the “how” part of it has been discussed in this much detail. Regardless of what John Mueller said, 100% PageRank does not pass through 301 redirects in all situations. The way PageRank works are that a little bit of it is lost with each link. PageRank was designed to pass less than 100% PageRank. This “decay” in PageRank was by design for a variety of reasons to do with modeling how authoritative a web page is.