PageRank sculpting with “nofollow”.

posted in: SEO/Marketing | 1

websitesite architecture

The way we were

The idea of PageRank (PR) sculpting has been around for many years now. Controlling the flow of “Google Juice” around a website to pages that matter, or to other sites that matter used to be called “Dynamic Linking“. What used to be done with JavaScript is now taken care of with a simple “nofollow” attribute. Add alt=”nofollow” attribute and Google would no longer pass the famous “juice” (rank) to the linked page.

Gone with the wind

“Nofollow” has been used and abused this way for many years and it’s finally reached it’s end, or so it seems. Matt Cutts has even gone so far to admit that the juice will “evaporate” if you have too many “nofollow” links, which will in essence hurt your website. From the beginning their intention was for page rank to flow around the site more evenly.

Now what?

So what is the webmaster to do? How can you sculpt the flow of the rank within your website?

  • Use “nofollow” sparingly

    As with anything else, don’t rely on one thing and one thing only. You should still be (in most cases) nofollowing your privacy policy, contact page, log-in/register pages, etc. Going beyond that, you are probably wasting your time and potentially hurting your site.

  • Concentrate on site architecture

    Instead of implementing a band-aid solution, look at the big picture. How are you linking to your most important pages? Are you wasting your “link juice” that your main page has to spread around by linking to every possible subpage from it? Or are you funneling all the traffic and rank by linking to a limited number of your most important pages (like biggest income producing product/service page)?

The answer to PageRank sculpting lies in site architecture. While “nofollow” still has a place in your PR strategy, it’s no longer a key component that you should heavily rely on. And it never really should have been in the first place.