PR is the heart of google It's not so important for SERPS because there is need of fresh results - news, blogposts, etc and all these start with PR0. For all those claiming PR doesn't matter: Can you show me some sites with PR0(for their domain not for a subpage) that rank very good for competitive keywords? Again, don't show me nytimes.com/somepage.html with PR0 when nytimes.com has PR9