Proper Site Relevance | Syndiket Marketing | SEO, Adwords, Web Design. Google’s Co-creator, Larry Page, had a unique idea in 1998 which has led to the modern-day Google Empire. “Page Rank”, named after Larry Page himself, was the algorithm that established Google as a search engine giant. The algorithm ranked websites by authority. Every page of a website has authority and the sum of all pages has another authority metric. The authority metric is largely determined by how many people link to them (backlinks). If Tony Hawk endorsed Syndiket for skateboarding, it would carry a lot more authority than 5 random high school kids endorsing Syndiket.