Building up your page rank is necessary to boost your website rankings. Like most SEO strategies, there is both the right way to go about it and the wrong way, with short cuts and hidden paths, everything in between. But in a nut shell page rank is a link analysis algorithm which is used by search engines to determine relative importance of your link within their database. Page Rank is calculated by various algorithms made by search engines such as number of links on your site and the quality, trust and authority factor of those links. It comprises of backlinks, inbound links, internal links, external links etc.