Page Rank Sculpting
Whilst I have been concentrating on tracking the progress of this particular website in Google I think its about time to start some general SEO discussion on subjects relating to our glorious SEO industry.
One of the common phrases that are still used in major SEO pitches is the term Page Rank Sculpting or PR Siloing, bascally its a method that used to be widely used to push page rank or Google PR into different sections of a website. In its most common format webmasters would put ‘no follow’ attributes on navigation links to pages of low value such as terms and conditions etc
The concept was that Googlebot would observe the no follow attributes and then the algo system would not push page rank into those pages, that would mean extra page rank going to important pages that needed to compete in search results.
PR Sculpting is now obselete but even in recent pitches to corporate clients the phrase is being used by SEO agencies, this is because they know that corporate marketing directors and their teams have started to learn about SEO and the SEO industry, they pick up on buzz terms without realising they may be false or out of date.
The industry then sells based on some of these hooks, playing the pitch towards the limited knowledge that most marketing directors have, the problem is that you need to live and breathe SEO to be up to speed all the time, even then its not easy. I can absolutely bet my house that most marketing directors think they are abreast of the SEO techniques and terminology when at best they are a year or more behind and still hanging on to the long gone cliche terms.
This will never change but I always take a stand against it, even in a pitch where to my sales directors dismay I will tell it how it is, sometimes this works against us but I cannot concede my integrity and principles just to make a sale, in a few pitches the stand alone won the day and the contract.
Page Rank Sculpting is one of those terms, its still in the corporate boardroom but means very little now unless an unscrupulous SEO agency is in the pitch and picks up the vibe from the unwitting marketing director.
I have been in the SEO industry since 1997 and seen almost all there is to see, after many years of leading one of the top SEO agencies in the country I am now helping small businesses who are getting ripped off by unscrupulous SEO companies.
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