- While nofollow links solely dominated the web for 14 years, Google recently announced two new additions: sponsored and UGC links.
- Shortly afterward, Google made further amendments to all three links.
- This article breaks down where things currently stand.
- Joseph Dyson discusses whether the new link attributes impact rankings and concludes with suggestions on how businesses can improve online visibility.
Whether you’re an SEO newbie or a seasoned pro, we’re sure you’re familiar with the cardinal rule of the game: evolution.
Stagnancy isn’t a common sight in the digital marketing world.
Google is constantly releasing new updates as it moves toward more seamless and accurate crawling, indexing, and ranking.
On September 10th 2019, Google set the bar higher than before by adding two new attributes alongside the preexisting “nofollow” attribute, which had been in place for over 14 years.
Before we get to the new additions, let’s break down the original nofollow attribute as a quick refresher.
What’s a nofollow link?
A nofollow link is a hyperlink with a rel=“nofollow” tag.
What does this mean? To put it as simply as possible, the nofollow tag signals search engines to ignore a link. The destination URL doesn’t get a boost in search engine rankings, as nofollow links don’t pass PageRank (an algorithm that helps Google rank web pages on SERPs).
When it comes to link building, receiving a nofollow backlink can be a bummer, as your rankings are left in a state of limbo. While web users are redirected to your website, the domain that offers you the link simultaneously informs Google to not send any “link juice” your way.
However, nofollow links still have hidden perks. They drive traffic (despite leaving rankings untouched), increase brand awareness, and help leads discover and familiarize themselves with your business.
But wait, why are nofollow links used in the first place?
Google originally announced the concept of nofollow links in 2005 to fight comment spam. They were quickly embraced by the SEO world and are frequently used to avoid breaking SEO rules set by Google.
Links that added value to content but couldn’t be vouched for were categorized as nofollow links. In addition, paid links also included the nofollow link attribute. This announcement played a big role in preventing businesses from buying link juice.
But what changed?
While nofollow links had been extremely effective thus far, they were an oversimplified solution to a complex problem. Instead of taking subjective intent for including hyperlinks into account, they offered a cleanly demarcated black and white scenario that proved to be a nuisance for many businesses.
The only two options were nofollow links or dofollow links, the latter being the default for all hyperlinks.
The introduction of sponsored and UGC links
In 2019, Google announced two major additions to standard nofollow links: sponsored links and UGC links.
Marketers heaved a major sigh of relief in the announcement’s wake, as they could now use the two new attributes to help Google better understand the link’s intent and use.
But that wasn’t all. In March 2020, Google made further amendments to its previous announcement.
Here’s where things currently stand:
According to Google’s latest update, the sponsored attribute (rel=“sponsored”) is specifically used for hyperlinks that are promotional in nature.
Prior to their creation, paid links were categorized as nofollow links, which proved to be extremely misleading. The new sponsored attribute helps Google identify advertising links separately.
The benefit? Enhanced categorization and less confusion. Link receivers and providers can easily decipher sponsored links from “untrustworthy” nofollow links.
The UGC (user-generated content) attribute was created to help Google determine which links are, as the acronym indicates, generated by users.
This was a lifesaver (we’re not exaggerating) for webmasters who had been struggling to indicate that specific hyperlinks were not endorsed.
The UGC attribute is used to link to sections of websites where users generate their own content, e.g. comment sections, forums posts, etc.
Google’s latest announcement took the weight off nofollow links—quite literally.
Previously, the nofollow tag was used for both paid and user-generated links. However, the new categories (“sponsored links” and “UGC links”) made things much simpler by placing paid and user-generated content in different categories.
The nofollow tag is now solely used for non-trusted links.
While nofollow links were not used for crawling and indexing before, Google’s 2020 update indicated that they would be used as a “hint” for crawling and indexing. While people quickly began to consider this a win for ranking purposes, the picture wasn’t as rosy as it was made out to be.
Currently, each of the three links (nollow, sponsored, and UGC) is used as a mere hint, not a direct ranking factor. While they may be crawled, they will not substantially impact rankings.
Which link attribute should you use?
While adding more options should ideally make things simpler, it can backfire if you’re not sure about proper attribution.
Here’s how webmasters should use the new attributes:
Use the sponsored attribute strictly for paid or sponsored links. While affiliate links are also considered sponsored links, Google hasn’t directly made that clear yet.
Use the UGC attribute for all user-generated content.
Use the nofollow attribute if you want to link to a specific page but don’t want to be associated with it for any reason (unreliability, incredibility, untrustworthiness, unfamiliarity).
The nofollow tag will indicate that you don’t endorse a particular link and would not like to offer them ranking credit.
How should you boost your rankings?
While using these tags is a great way to assiduously categorize your content, it’s not a big win for your rankings… or your link building partners.
Granted, you may notice a slight boost. However, it’ll be negligible at best.
Google’s public search liaison, Danny Sullivan, encapsulated this perfectly:
While the latest update came much later in 2020, it was already being actively discussed in 2019. Sullivan was quick to dismiss claims that rankings would go through the roof once the new “hint” model was released.
While all those nofollow links you’ve collected over the years will still help you generate traffic, you’ll ultimately have to turn to other strategies to notice a substantial boost in rankings.
Here are some effective ways you can climb SERPs:
Maximize outcomes from link building
Link building is easily the most fast-acting and sustainable way to improve rankings. In short, link building involves receiving dofollow backlinks from websites with high domain authority (a score that determines a website’s ranking on SERPs).
As you build quality backlinks, Google will perceive your website as an authoritative and trustworthy source. In fact, Google uses the quality and quantity of backlinks to rank websites on SERPs. The boost in rankings will help you increase conversions and improve brand identity.
It’s important to note that your backlinks should come from a website with good to high domain authority. The higher, the better; however, 50–60 is a good starting point for small businesses.
In addition, make sure you receive dofollow backlinks as opposed to nofollow backlinks. As discussed before, the latter will help you generate traffic. However, your rankings will remain in a state of limbo for the most part (refer to Danny Sullivan’s tweet if the blind optimism kicks in!).
Recommended link building strategies
If you’re new to the realm of link building, we recommend using these strategies:
- Leverage the broken link building method
- Build strong connections with non-competing businesses to offer and receive links
- Incorporate more internal links in your content
- Try your hand at guest blogging
- List your site in reliable directories
- Convert nofollow backlinks into dofollow backlinks by contacting the respective business
Create a mobile-friendly website
Google recently announced mobile-first indexing, which means that Googlebot will be using the mobile version of a page for ranking purposes first. While this may come as a surprise to some people, we’re sure most of you are nodding your head “matter-of-factly”.
The large majority of Americans (a whopping 96%) own a cellphone. If you’ve created a stunning and interactive desktop-friendly website but haven’t been prioritizing mobile-friendliness, you may be inadvertently damaging your rankings.
Take Google’s Mobile-Friendly Test to determine your website’s accessibility for mobile phone users.
If you don’t like what you see, your customers probably won’t either.
Climb SERPs by creating an eye-catching and seamless mobile-friendly website that helps you generate quality traffic and grow your business.
When combined with link building, mobile-friendliness can go a long way in helping your business become more visible on search engines and break into the Google three-pack.
Create, update, and optimize your content
While you may have checked off all the boxes, leaving the content section untouched can take a toll on your business.
Opting for web design and development isn’t enough. If you don’t create, update, and optimize your content, you’ll fall behind and get engulfed by your competition.
Create value-added and engaging content to make sure your website actively circulates SERPs.
And that’s not all
We suggest updating old content on a monthly basis in light of new updates and announcements by Google. As we highlighted before, Google is constantly upping its game. Keep up with ranking factors and algorithm amendments to ensure you’re covering all the bases.
And, of course, don’t forget to optimize your content.
Get in touch with keyword specialists to master keyword research and incorporation. Use the right mix of short-tail, long-tail, geo-targeting, and LSI keywords to help your business become a frequent sight on the first page of Google for industry-specific and local searches.
According to research, over five million blog posts are published each day.
How do you make your content stand out? While keywords help, they’re not the be-all and end-all of optimization. In addition, use title tags, meta description tags, header tags, customized URLs, and canonical tags to master the art of on-page SEO. We don’t need to say much; your rankings will be all the proof you need!
As the SEO world becomes increasingly competitive each day, claiming your spot simply isn’t enough. You have to go the extra mile to preserve it.
Whether you’re creating optimized content or leveraging link building, ensure consistency to retain online visibility and SERP rankings.
Keep at it and you’ll manage to not only achieve but also maintain your target KPIs over time.
Joseph Dyson is a Senior Account Manager at Search Berg with extensive experience in lead generation and digital marketing. He offers link building services and frequently contributes to the Search Berg blog with marketing tips and insights.
A 301 Redirect: SEO Impacts – The Ultimate Guide for 2020
Understanding how to execute a 301 redirect is one of the top 10 fundamental skills for search engine optimization. That’s what this guide is all about. Make sure you read until the end because I’m going to show you two of my favorite 301 redirect tactics (that produce massive results). Let’s jump in: What is …
Top 10 Best Atlanta SEO Companies
Looking for the best Atlanta SEO companies for 2020?
Keep reading because we’ve compiled the top companies based on unbiased data.
Let’s jump right in.
Top 10 SEO Companies in Atlanta
- Lyfe Marketing (34 points)
- Cardinal Digital Marketing (32 points)
- M16 Marketing (28 points)
- Atlanta SEO Pro (24 points)
- Captivate Search Marketing (23 points)
- Propellant Media (23 points)
- FindLocal Company (22 points)
- MediaLinkers (22 points)
- Shiftweb Solutions (22 points)
- Yeah! Local (20 points)
1. Lyfe Marketing: #1 Atlanta SEO Agency
Lyfe Marketing is the top dog under our scoring system. Not only did it have more website traffic than its competitors combined, but it also had an average Google review score of 4.5 across a total of 148 reviews, making it the market leader in Atlanta by quite some distance.
Part of its success comes down to strategy. Unlike some, the company focuses on providing its clients with quality website traffic, not just volume. Like other sophisticated SEO companies, it understands that the key to digital marketing success is to give clients the tools they need to generate leads. This digital marketing agency provides an efficient link building and keyword research strategy. They also highly qualified with local SEO services. You can count on this marketing agency with both on and off-page SEO needs.
On top of that, Lyfe Marketing agency focuses heavily on achieving measurable search engine results. Every month, it sends its clients a breakdown of relevant SEO and how its efforts are helping to improve visibility and ranking – helpful for an industry in which trust can be an issue.
Lyfe Marketing currently has more than 300 local and national first-page rankings for its clients’ pages. Not bad.
2. Cardinal Digital Marketing: Boosted Search Engine Results
Coming in at number two on our list Cardinal Digital Marketing, an Atlanta-based SEO agency that writes for Forbes, The Business Journals, Entrepreneur, WSJ, and the American Marketing Institute.
The company came in second for two main reasons: the quality of its website and its average Google review score. Its website loaded pages in under three seconds, was mobile-friendly, and had a valid SSL certification. And clients rated the service an impressive 4.7 out of 5 stars across 77 reviews.
The agency’s primary focus is on helping multi-location companies expand across different local markets. And under the leadership of its CEO, Alex Membrillo, it has expanded its operations impressively fast over the last couple of years. So much so, in fact, that Inc. magazine named it one of its 5,000 fastest growing privately-held US companies.
The firm boasts a 97 percent client retention rate and offers clients, on average, a 28 percent client lead monthly growth rate. You just can’t ignore figures like those.
3. M16 Marketing: Advanced Search Engine Optimization
Third on our list is M16 Marketing, the number one SEO agency as voted by UpCity. The company focuses almost exclusively on rankings, deploying a five-step strategy to help clients get to number one. It all begins with keyword research and then evolves into content development, technical SEO, and link building.
The company came in third on our ranking for two reasons: it’s 4.9 out of 5-star review score, and its snappy website. It also has the best feedback of any in this list.
M16 believes that combining art and science is the best way to create value, and it deploys its expertise to dazzling effect. The company claims to offer month-on-month of more than 250 percent, according to its marketing. And its impressive customer review scores seem to back that up.
The firm focuses intently on building relationships with its customers from the start. It doesn’t do things in a boilerplate fashion. Instead, it gets to know the brands with which it works, and internalizes them, thereby challenging old ideas and breaking new ground. If you’re looking for an SEO in Atlanta, this one is certainly one to consider.
4. Atlanta SEO Pro: Full-service Digital Marketing
Atlanta SEO Pro focuses on pay per click (PPC), web design, web presence management, and search engine optimization. This Atlanta SEO company claims that it is “not just another Atlanta SEO company” but one that provides genuine value, retaining nearly 100 percent of its clients.
We were impressed by the overall quality of their operation – something that shone through across our metrics. The website passed our test with flying colors, and their review score was an impressive 4.8 out of 5 on external review sites. What hurt their score (and why they didn’t rank higher here) was their low monthly search traffic – just 260 unique visits to their website per month, according to Ahrefs metrics.
Thus, Atlanta SEO Pro is a quality SEO firm but has low visibility – a tad ironic, you might say.
Fundamentally, Atlanta Pro SEO is for companies looking for something a little different to get themselves noticed in search engines. The firm is self-admittedly “sometimes-quirky” and fun-loving, so expect uniquely creative approaches to content marketing. Founder James Bell has experience in search engine optimization, local SEO social media, and hyper-local marketing strategies.
5. Captivate Search Marketing: #5 of the Best SEO Companies in Atlanta
Captivate Search Marketing came in fifth according to our scoring system. While it did well in the review segment, it was hampered, like Atlanta SEO Pro, by a lack of website traffic. Current traffic sits well below five hundred unique visitors per month.
The company likes to focus on producing what it calls “pure value content” for its clients. In other words, it is not in the business of spamming search engines and hitting keyword quotas. It wants to give its customers genuine insights and artistic content that generates search engine traffic that converts to value.
The firm quite admirably focuses on generating high quality leads for its customers. What’s interesting about its approach, though, is that it doesn’t just try to incent relevant traffic; it also focuses on pre-qualified leads and sales.
While generic Ahrefs data paints the company as a small-time operation, it works with a variety of prestigious clients across the state, including WIFII, Georgia Natural Gas, and Park ‘n Fly. Customers like how the company always delivers in a “time-sensitive” manner, providing content, just when they need it.
6. Propellant Media: Atlanta SEO Agency
Propellant Media’s story began several years ago when the company realized that midsize companies didn’t have access to enterprise-level SEO solutions. The firm, therefore, began developing a host of proprietary techniques, enabling smaller firms to gain access to the same regimes that help the big boys hit the top spot.
The company achieves sixth place on our list. It has the second-highest traffic of any Atlanta SEO company we analyzed – just one place behind Lyfe Marketing. But, unfortunately, problems with the website loading speed and local SEO – lack of Google reviews (we could only find three), meant that the company missed out on a place in the top five. With that said, Propellant Media certainly has the legs to feature higher in our list in the coming years.
The company is headquartered at Tech Square Labs, a widely-renowned hub for innovation and technological web development in Atlanta. It leverages this unique environment to develop new expertise at the frontiers of SEO, offering clients profound insight.
7. FindLocal Company: Find Them in Atlanta, GA
FindLocal Company is an Atlanta-based SEO firm that focuses on both SEO and creating ADA-friendly websites that help its clients avoid unnecessary lawsuits. The site comes in seventh on our list. The average review score across 31 reviews was an impressive 5 out of 5. But the total number of monthly visitors was less than one hundred, meaning that this is still very much a company in development.
Part of this has to do with the fact that FindLocal Company doesn’t rank in the top ten websites for frequent searches. You have to go onto the second or third page to find it, dramatically reducing organic traffic. Again, FindLocal suffers the same problem as Atlanta Pro SEO. Being hard to find is never a good look for an SEO company.
8. MediaLinkers: Web Design with the Right SEO
MediaLinkers is a bit of an old hand in the Atlanta GA SEO market. It first set up shop in 2002 back in the dot-com era and helped dozens of companies create a web design for their online businesses. Today, it has more than sixty employees and specializes in web design and search engine optimization services.
MediaLinkers did well in our SEO best practices test, earning full marks in that segment. It also did well on Ahrefs domain rating score, thanks to its expansive network of do-follow links. The company, however, fell down considerably on total website visits, serving less than ten people per month at the time of our analysis.
Nonetheless, it boasts a top design team on its staff. It creates professional, aesthetically pleasant websites, even if its own company’s website needs a bit of work.
9. Shiftweb Solutions: Helps You Being Found in Search Engines
Shiftweb Solutions is an Atlanta-based SEO company founded in 2011 by Sinoun Chea that focuses heavily on providing support to small businesses. Chea believes that her clients are the backbone of local economies and communities, and so is keen on helping them gain visibility online in whatever way she can.
We found no issues with the review scores or the quality of the website experience. (The company has an average Google Review score of 5 out of 5 stars across 37 reviews). The main letdown was the quality of the domain. The small number of do-follow links and the relatively sparse monthly traffic pulled down the number of points we could award the firm.
Shiftweb Solutions serves a wide variety of companies in the local community, including artists, attorneys, and nonprofits. It has a reputation for working diligently and honestly.
10. Yeah! Local: Free SEO Audit
Finally, Yeah! Local rounds out our list of the top ten best Atlanta SEO companies in 2020. The firm is the brainchild of Justin Herring and wants to help businesses in the local area get access to non-sleazy local SEO services that offer genuine value.
Herring saw first-hand how some SEO companies ripped off their customers, failed to provide them with updates, and ignored their emails. So he set up Yeah! Local as a boutique SEO service to solve the problem, and has been going ever since.
Yeah! Local’s average review score was 5 out of 5 across 41 reviews, but there were a couple of reasons why Herring didn’t rank higher. First, total traffic to the site is less than 500 per month – which isn’t a great deal for a local SEO agency. And second, some pages on Yeah! Local did not load within the three-second time limit. That hurt their score.
We think it is essential to be able to point to data whenever ranking companies instead of just relying on opinion. That’s why we’ve taken a multi-faceted approach, using multiple sources of information to create our scoring regime.
Scoring a firm on the quality of its website is okay, but it tells you nothing about the quality of the customer experience, or how well the firm markets its own digital storefront. We, therefore, delved deep, using Ahrefs metrics as well as data from publicly-available Google Reviews.
Our final scores take into account the following:
- Whether the site has a valid SSL Certificate
- Whether the website is mobile-friendly
- If the loading speed is under three seconds
- If the site ranks in the top ten on Google
- The Ahrefs domain ranking score,
- The number of links from third-party websites
- The volume of traffic
- The number of Google Reviews
- The average rating on Google Reviews
Each parameter above carries a maximum score of 5 points. Thus, agencies earn 5 points for ranking in the top ten on Google, a further 5 for higher domain rankings, and so on down the list.
You can view the scoring criteria here.
Send Inquiries Today
If you’re looking to hire an SEO company in Atlanta, then this guide should help inform your decision. Our objective scoring system means that our ranking isn’t just a matter of opinion; it is a consequence of what the data say.
Check out these SEO company websites and decide for yourself which one can most closely meet your business goals.
How to get more from your links
- SEO strategists focused on link building often forget that it’s much easier to optimize their existing link equity than it is to build more.
- Large enterprise and ecommerce websites with thousands of landing pages often spread PageRank too thin, sending link equity to pages that are unlikely to ever rank.
- SEO strategists can achieve dramatic ranking improvements by changing the internal linking profile of their websites to concentrate more PageRank on their highest-value landing pages.
- An iterative approach to internal link edits with a crawler, A/B testing, and site rollbacks allows webmasters to make adjustments until they get their PageRank distribution right.
Over the past decade, some SEOs have loudly proclaimed that the art of PageRank sculpting is dead. As is often true when armchair technologists voice their opinions with clickbait headlines, they got it dead wrong. In fact, the larger the site and the more PageRank it has, the more effective PageRank sculpting can be.
PageRank-driven link algorithms are Google’s original authority metrics. They are still the fundamental basis for how authority is evaluated on a per-page and per-domain basis. PageRank even underlies the PA/DA metrics from Moz and UR/DR from Ahrefs. Google uses its PageRank algorithms to separate the signal from the noise in its massive 30 trillion page index and provide high-quality search results.
Call me a traditionalist, but one of the reasons I love experimenting with PageRank is because it is an onsite strategy that I have 100% control over. Earning new links is great, but it’s time-consuming work. Maximizing the value of my existing links is much easier than building new ones. For websites with large existing backlink profiles, it’s often more immediately impactful.
Not trying to use PageRank to your advantage is a major missed opportunity, particularly for enterprise-level or e-commerce sites with hundreds to thousands of landing pages. This post will break down three powerful PageRank strategies that I use with my clients to improve their rankings. But first — some history.
How PageRank sculpting died and why it should come back
Once upon a time, Google offered full transparency about their PageRank calculations for any page on the internet directly from their database. SEOs knew which pages had more PageRank and did everything they could to capitalize on it.
One of the ways SEOs used to do PageRank sculpting was by using nofollow tags to direct more link juice to specific pages. Google responded by making it so that all links on a page transfer the same amount of equity, regardless of nofollows. Also, Google decided to deprecate and later fully shutter their PageRank API endpoints.
Although we no longer have a window into PageRank metrics, it is still being distributed across our sites, so thinking about where we are sending it is really important. I regularly see large websites with multiple landing pages that target too many competitive keywords. Ninety-five percent of their pages get no traffic, but their PageRank is being stretched across all of them.
Some ecommerce sites have a product page for every SKU in their catalog, resulting in too much PageRank being sent to inventory that’s low-value, out-of-stock, or unlikely to rank on Google. Those ecommerce sites that dynamically create new pages from a template for every city or state often only rank for keywords with low search volume. Those kinds of pages usually don’t have enough unique content for Google to see them as valuable, so sending link equity there is a complete waste of precious PageRank.
New ecommerce sites with thousands of product SKUs right off-the-bat never work because they’ve spread their site authority across too many pages and don’t have enough PageRank for the pages that matter. When you look at successful large sites like Amazon (which has over 300 million landing pages), they put their most important product segments into the navigation menu, so they can direct their domain’s PageRank where they want it for SEO purposes.
So how do you shift your page PageRank in a way that actually has an impact? You do it through internal links. Internal links spread around your link equity from one page of your site to another. Here are some of the internal linking strategies that I’ve used to shift PageRank and produce dramatic results for large websites.
#1: Reclaim lost PageRank by redirecting broken internal pages
A page that is 404-ing cannot rank in search results and doesn’t pass PageRank to other pages. One of the first ways you can get more out of your links is by redirecting those broken internal links to your highest-value landing pages.
As we build our websites over time, site structure changes, and URL permalinks can change too. This is especially true for older websites with a lot of history, as well as larger websites with lots of web pages. The links that point to your site are static, so it’s very common for older backlinks to point to broken pages. It’s also common that old internal links in blog posts or other content regions of our site point to pages that no longer exist. Google’s crawlers see all of this, and it reflects the poorly on-site quality.
To reclaim that PageRank, you just need to create redirects from the 404ing page to the appropriate landing page. Here are a few strategies for finding your broken backlinks and 404ing pages:
- Google Search Console: Check your 404 logs to see a list of broken links and pages
- Audit your incoming backlinks: Use a backlink analysis tool to test the pages where the incoming links are going to make sure they are resolving. If you know how to code, you can build a simple Python script to do this for you.
- Analyze server logfiles: If you’re tech-savvy, check your apache or Nginx log files to find 404ing pages, especially those crawled by Googlebot.
It’s a good idea to do this regularly, especially for dynamic sites with a lot of content. I like to run my crawler across our sites every month to make sure all of the internal links are pointing to valid landing pages without any 301 redirects or 404ing broken pages. This is a signal to Google that there’s a webmaster looking after the site and the site is high-quality.
It’s important to think about whether the content of your redirected pages is topically relevant to the old page. Universally redirecting 404s back to your homepage is lazy and not a great idea. Once you identify the broken links pointing to your site, find landing pages that would make sense to redirect them to.
Also, keep in mind that the PageRank algorithm has a “damping factor”. Each time PageRank transfers from page to page, it incurs a 15% loss, including across redirects. For internal links, there’s no reason to be losing 15% of your internal PageRank. For external links, a 301 redirect lets you capture 85% of the link equity, which is much better than getting 0% with a 404.
#2: Concentrate the PageRank of your domain onto the pages that really matter
Google uses the internal linking structure of your website to calculate the amount of PageRank on each page. Most sites have the bulk of their PageRank on their home page, which then passes link juice through to the rest of the site. Pages that are closer to the homepage, like those linked to in a navigation menu and footer, or pages that are internally linked to frequently, will always have more PageRank.
Image source: Linkgraph.io
To identify which pages on your site you should remove or push deeper, check Google Analytics to see which of your landing pages aren’t getting organic traffic. It helps to build a list of the pages you want to take PageRank away from, as well as the highest opportunity landing pages on your site that you want to push more PageRank towards. Here are a few strategies for how to concentrate PageRank where you want it to go.
- Use your header and footer: They serve as a kind of buoy for PageRank across your domain, so linking the most important pages on your site in them concentrates your PageRank onto those important pages.
- Remove the worst performing pages: To make your internal linking more effective, don’t have pages in the header and footer that don’t get traffic or rank well. Remove links to them from the home page, nest them deeper into your site, merge pages, or remove them altogether.
- Create category pages: Category pages are a great way to build silos of PageRank that you can concentrate on select pages. Prioritize the items on these pages, and link to pages that matter the most near the top of the page.
- Use a site:search on Google: The order in which your pages appear will help you understand which pages that search engines see as the most important by PageRank.
- Use Blog Content: Blog content allows you to link to your high-value landing pages in a way that is contextually relevant. This helps reinforce topical relevance, depth, and authority for your most important pages.
#3: A/B test your PageRank sculpting
For those who want to attempt some heavy PageRank shifting, it’s important to take an iterative approach to your internal link edits. It helps to use a version control system (like Git) or site snapshots that you can deploy and crawl in a staging environment. As I make my edits, I recrawl my site in the staging environment each time to see how much more PageRank I’m getting on the pages that matter.
Once I’m ready, I’ll deploy the new version live and then monitor my keyword rankings for the affected pages over the course of a week or two. If you’ve picked the right pages to prune and promote, you should see a nice lift in keyword rankings where it matters. If not, you can easily rollback.
PageRank sculpting works best when used on a site with high-quality landing pages with good UI/UX and strong core web vitals. As with all SEO strategies, they work best when combined. If your primary pages are not high quality or have poor UI/UX, no amount of PageRank shifting is going to get them onto page one.
Overall, larger websites run a greater risk of spreading link equity too thin simply due to their size. But for those that have quality pages, PageRank sculpting is an ideal strategy for helping Google recognize the pages that matter most.
What are your thoughts on PageRank sculpting? Have you ever tried your hand at it? Feel free to share your thoughts and queries in the comments section.
Manick Bhan is the founder and CTO of LinkGraph, an award-winning digital marketing and SEO agency that provides SEO, paid media, and content marketing services. He is also the founder and CEO of SearchAtlas, a software suite of free SEO tools. You can find Manick on Twitter @madmanick.
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