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PageRank Sculpting with Nofollow Revisited - Adam Audette, SMX East 2009

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A presentation I did at SMX East in October of 2009, wherein I describe why PageRank sculpting with nofollow is a technique that I don't endorse. It's always sucked. Sort of like Nickelback.

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PageRank Sculpting with Nofollow Revisited - Adam Audette, SMX East 2009

  1. 1. PageRank™ Sculpting Revisited Adam Audette SEO with Many Hats SMX East - October 2009
  2. 2. Nofollow Sculpting Always Sucked
  3. 3. Why did it always suck? <ul><li>Lots of reasons </li></ul><ul><li>It was never standardized across engines, for one </li></ul><ul><ul><li>it was all about Google </li></ul></ul><ul><li>Did it ever even work? </li></ul>
  4. 4. Even Almighty Wikipedia is Confused
  5. 5. Ain’t No Standard! “ Yahoo and Microsoft might handle NoIndex slightly differently which is little unfortunate, but everybody gets to choose how they want to handle different tags.” - Matt Cutts http://www.stonetemple.com/articles/interview-matt-cutts.shtml
  6. 6. Nope! “ Yahoo and Microsoft might handle NoIndex slightly differently which is little unfortunate, but everybody gets to choose how they want to handle different tags.” - Matt Cutts http://www.stonetemple.com/articles/interview-matt-cutts.shtml
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  8. 8. Circa early 2008
  9. 9. Tons of Sites Today w/ Sculpting!
  10. 10. Google: ur doin it wrong “ We changed that a year ago…” –Matt Cutts, June 2009
  11. 11.
  12. 12. D’oh!
  13. 13. I’ll get you googlebot!!!
  14. 14. “ We changed that a year ago…”
  15. 15. An ecommerce perspective
  16. 16. Google’s Focus is Users
  17. 17. Quick Definition of Sculpting <ul><li>Sculpting PageRank with nofollow is the &quot;artificial” manipulation of internal link weight for the purposes of a ranking advantage. </li></ul>
  18. 18. What’s the Goal of Sculpting? <ul><li>The goal of PageRank sculpting is to push more link weight to specific URLs, and to limit other URLs from receiving link weight. </li></ul>
  19. 19. Ecommerce SEO: <ul><li>Instead of Sculpting… </li></ul><ul><ul><li>Work the site architecture </li></ul></ul><ul><ul><li>Work the global and sub-navigations </li></ul></ul><ul><ul><li>Use your content </li></ul></ul><ul><ul><li>Use landing pages </li></ul></ul><ul><ul><li>Use related and recommended links </li></ul></ul>
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  23. 23. <ul><li>googlebot is a hungry little bugger! </li></ul><ul><li>So: redirect through a robots.txt forbidden page </li></ul>And if we really need to hide a link
  24. 24. Ecommerce SEO: <ul><li>Instead of Sculpting… </li></ul><ul><ul><li>Work the site architecture </li></ul></ul><ul><ul><li>Work the global and sub-navigations </li></ul></ul><ul><ul><li>Use your content </li></ul></ul><ul><ul><li>Use landing pages </li></ul></ul><ul><ul><li>Use related and recommended links </li></ul></ul>
  25. 25. Give Important URLs Prominence! In a nutshell…
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  29. 29. With a Helping of Whitehat
  30. 30. Focusing on U$ers Pays! Cha-ching
  31. 31. Over $1bil in Online Sales! Without Focusing on Sculpting…
  32. 32. <ul><li>Good Advice: Focus on Users Not Engines </li></ul><ul><ul><li>http://www.audettemedia.com/blog/make-sites-for-users-not-engines </li></ul></ul><ul><li>8 Arguments Against PageRank Sculpting </li></ul><ul><ul><li>http://www.audettemedia.com/blog/arguments-against-nofollow/ </li></ul></ul>Rock your eyeballs
  33. 33. Thank you! Adam Audette email: adam@audettemedia.com web: audettemedia.com twitter: @audette

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