Of late --as the PR update nears --I see lots of questions and confusions about Google PR and its relationship with SERPs. I see lots of people downplay the importance of PR in SERPs. Well I don't want to say anything myself-- just wanted to post the Official Google's guidelines to webmasters about it. ( I know most of you read this--but there are lots of newbies asking this question again and again). My personal summation from the guideline -- * Do not use any tool that is not affiliated to Google - always follow Google rules and visit and update yourself with latest news in your webmasters account on Google. Visit the official forum and blogs for news update. * Create high quality contents and secure votes from reputed sites to be reputed too ( Get good PR). * Once you are reputed too -- your site will get good SERPs.