How important is Page Rank to search engine optimization? Page rank is a wonderful idea (such as META Keywords) which could have helped search engines find relevant info. Except that it has been badly misused by SEOs. Hence, many search engine optimization experts are right in saying that they seem to have little effect on rankings. However, I feel that as search engines get better at detecting non-organic links, PR will be an important component.

Incidentally, Google was one of the earliest advocates of Page Rank (right since the days of Google founder's days at Stanford). My advice: page rank development (primarily through great content and by alerting other websites about your great content) is an important part of search engine optimization.