PageRank Sculpting: Truths, Myths, and Modern Tactics

PageRank, the algorithm that originally propelled Google to dominance, is a system for ranking the importance of web pages based on the quantity and quality of links pointing to them. For years, SEO professionals attempted to manipulate the flow of PageRank within their own sites using a technique called PageRank sculpting. The primary method involved using the rel="nofollow" attribute on certain internal links, hoping to concentrate PageRank onto more important pages.

However, Google's algorithms have evolved, and the original concept of PageRank sculpting is largely obsolete. This chapter of the Technical SEO for Internal Linking series explores the history of PageRank sculpting, debunks common myths surrounding nofollow for internal links, and discusses modern, effective strategies for guiding link equity and authority within your website. We've previously discussed crawl budget optimization; now let's focus on PageRank flow.

The Original Concept of PageRank Sculpting

The idea behind classic PageRank sculpting (pre-2009) was based on how Google originally calculated PageRank flow[1]:

1. A page has a certain amount of PageRank (or link equity) to distribute.
2. This PageRank is divided equally among all the followed links on that page.
3. Links marked with rel="nofollow" were thought to not receive any PageRank share.

Therefore, SEOs believed they could "sculpt" the flow of PageRank by applying nofollow to internal links they deemed unimportant (e.g., links to privacy policies, login pages, or low-value content). The theory was that by removing these links from the PageRank calculation, the remaining "followed" links on the page would each receive a larger share of the PageRank, effectively concentrating authority onto key pages[1, 2].

Google's Change and the Demise of Traditional Sculpting

In 2009, Google announced a significant change in how nofollow impacted PageRank flow within a site[1, 2]. Instead of simply ignoring nofollow links in the PageRank calculation, Google stated that PageRank would still be divided among all links on the page (including nofollowed ones), but the PageRank allocated to the nofollow links would essentially "evaporate" or disappear from the link graph.

What this means: Using nofollow on internal links no longer concentrates PageRank onto the remaining followed links; it effectively removes that PageRank from flowing through your site entirely[1, 2].

Therefore, the traditional practice of using nofollow for internal PageRank sculpting is no longer effective and is generally considered a bad SEO practice. It wastes link equity that could have flowed to other pages.

Modern Myths and Misconceptions

Despite Google's clarification years ago, several myths persist:

• Myth: nofollow still stops PageRank flow, so it's useful for preventing "leakage" to unimportant pages.
  • Reality: nofollow stops PageRank from passing through the link, but it doesn't redirect that PageRank elsewhere. It effectively deletes it from the calculation for that specific link path[1].
• Myth: You should nofollow links to pages like privacy policies or terms of service.
  • Reality: These pages are a natural part of a website. Linking to them normally doesn't significantly harm your SEO, and nofollow-ing them is unnecessary and potentially slightly harmful due to PageRank evaporation[2]. Google understands what these pages are.
• Myth: rel="sponsored" or rel="ugc" should be used for internal links.
  • Reality: These attributes are specifically for links pointing to external sites, indicating sponsored content or user-generated content. They have no defined role for internal linking[3].

Modern Strategies for Guiding Authority (Instead of Sculpting)

While classic PageRank sculpting is dead, the goal of directing internal link equity towards important pages remains valid. Modern strategies focus on building a strong site architecture and linking structure, rather than trying to manipulate flow with nofollow:

1. Strong Internal Linking Structure: Build a logical, hierarchical site structure with clear navigation. Link extensively between relevant pages within thematic clusters or silos[4].
2. Contextual Internal Linking: Place relevant, keyword-rich anchor text links within your main body content. These editorial links are strong signals of importance[4].
3. Prioritize Important Pages: Ensure your most critical pages (cornerstone content, key product/service pages) receive numerous internal links from relevant supporting pages.
4. Minimize Unnecessary Links: While not using nofollow, avoid excessive linking from important pages to low-value or irrelevant pages, as this still dilutes PageRank (though it doesn't delete it like nofollow does). Focus on linking to pages that support the user journey.
5. Fix Broken Links: Ensure PageRank isn't lost through broken (404) internal links[5].
6. Manage Crawl Budget: Use robots.txt or noindex tags to manage crawling and indexing of low-value sections, rather than relying on nofollow for PageRank control[5]. This is discussed further in the crawl budget optimization chapter.

Conclusion

The concept of "PageRank sculpting" using nofollow on internal links is an outdated tactic that no longer works as originally intended and can even be detrimental. Google's algorithms have evolved, and PageRank flow is now managed differently. Focus instead on building a strong, logical site architecture with relevant internal linking, prioritizing important pages naturally, and managing crawl budget effectively. Avoid using nofollow on internal links for SEO purposes; it's a tool meant primarily for signaling the nature of external links or controlling crawling in specific situations (though robots.txt is often better for the latter). Understanding the true mechanics of PageRank flow and focusing on user experience and clear site structure are the keys to effective internal linking today, preparing you for advanced tasks like auditing your internal links.

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References

[1]: Inchoo - Provides a detailed history of PageRank sculpting and Google's changes. [2]: Moz - Explains why PageRank sculpting with nofollow is no longer effective. [3]: Google Search Central - Qualify Outbound Links - Explains the use of rel="sponsored" and rel="ugc" for outbound links. [4]: Ahrefs - Discusses modern internal linking strategies focusing on site structure and relevance. [5]: Google Search Central - Robots Meta Tag - Explains the use of noindex and nofollow directives.

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Frequently Asked Questions

Is PageRank sculpting still effective?

No, the traditional method of PageRank sculpting using rel=\"nofollow\" on internal links is no longer effective and is generally considered bad SEO practice. Google changed how it handles nofollow links, and using it internally now often leads to PageRank evaporation rather than concentrating it on other links.

Should I use 'nofollow' on internal links?

Generally, you should not use rel=\"nofollow\" on internal links for SEO purposes. It doesn't help sculpt PageRank effectively and can hinder search engines from fully understanding your site structure. Reserve nofollow primarily for specific external links (like paid links or user-generated content) as per Google's guidelines.

How can I control PageRank flow on my site?

Instead of 'sculpting' with nofollow, control PageRank flow by building a strong site architecture with logical internal linking. Link more frequently to your most important pages from relevant supporting pages. Ensure key pages have a low click depth from the homepage. Avoid linking excessively to low-value pages. Fix broken links to prevent PageRank loss.