Google says: We assume page A has pages T1Ã¢â‚¬Â¦Tn which point to it (i.e., are citations). The parameter d is a damping factor which can be set between 0 and 1. We usually set d to 0.85. There are more details about d in the next section. Also C(A) is defined as the number of links going out of page A. The PageRank of a page A is given as follows: PR(A) = (1-d) + d (PR(T1)/C(T1) + Ã¢â‚¬Â¦ + PR(Tn)/C(Tn)) Note that the PageRanks form a probability distribution over web pages, so the sum of all web pagesÃ¢â‚¬â„¢ PageRanks will be one. PageRank or PR(A) can be calculated using a simple iterative algorithm, and corresponds to the principal eigenvector of the normalized link matrix of the web. When we increase C(T), which is the number of out going links PR is reduced! But when we increase the number of incoming links PR will be increased. So the so called back link depends on the direction whether it is going out or coming in! If this is the only way to increase the Page Rank rate, what are they doing these SEO Companies?? Sending the spams ? I might be wrong, can anyone explain about it? It will help millions of web masters paying huge amount of money for SEO companies?