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How Does it Compare to Other SEO Tools?

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If you’re looking to add another SEO tool to your arsenal, Surfer is a great option to consider whether you’re sick of overpriced software or simply haven’t found one that suits your website.

But you don’t want to invest money into a tool you’ve never tried before.

That’s why we put it to the test; to check whether Surfer SEO is worth paying for, and how it compares to other popular tools on the market.

In this guide, we’ll share:

  • What Surfer SEO is
  • The best features
  • Whether Surfer SEO actually works
  • How Surfer compares to other SEO tools
  • How much Surfer costs
  • Whether it’s worth the money

What is Surfer SEO?

Surfer SEO is a tool that helps you with your on-page SEO.

It’s geared towards writers, marketers, and developers who need to optimize a website on a page-by-page basis. The tool works by aggregating data about your competition, including:

  • The keywords they target
  • The links they have
  • The content they write.

You can use Surfer’s SEO tool to optimize your blog, eCommerce, or service site.

It takes 500 ranking factors into consideration. The end result: valuable information that shows you how to optimize each page on your site.

What features does Surfer have?

As with any SEO tool, you need to make sure that it does the job you’re looking for.

That’s usually difficult when it comes to SEO since there are thousands of tiny elements that make-up a solid SEO strategy.

But the beauty of Surfer is that it offers tons of features inside one tool. That includes:

1. SERP Analyzer

Looking at the competition is a great way to start (or improve) any piece of content.

Why? Because it shows what Google thinks is the best fit for the query. It’s what they consider to be the best content for that keyword—and the content you’ll need to beat to take their spot.

Surfer’s SERP Analyzer feature helps you understand what the results page looks like for your chosen keyword, without having to do it all manually. It shows:

  • Alternative keyword suggestions to include on the page
  • The questions people want answering when they’re searching for that term
  • The sites giving backlinks to those top-ranking pages

Search results pages can vary dramatically, though. That’s why Surfer allows you to toggle results by mobile/desktop and location.

If most of your visitors browse on mobile, for example, you can see the URLs ranking well on mobile that you’ve got to beat.

Plus, you’ll see how the SERP has changed over time. You can use this data to make your content futureproof.

2. Content editor

One of the most important SEO rules is to have a bunch of keywords that mean a similar thing. It’s the easiest way to tell search engines what your page is about—and what it should rank for.

Surfer’s Content Editor helps you do that as you’re writing.

You can write your content directly inside the editor. Then, in the right-hand column, you’ll see suggestions on how to improve your content, such as:

  • How many words to hit
  • Which keywords you’re missing
  • Topics and questions to answer

You can also export to Google Docs or copy a shareable link for your team.

3. Keyword research

Speaking of keywords, you don’t have to add your content to the editor to find keyword suggestions.

The Keyword Research feature will do that for you, and present you with a list of keywords to consider when you’re optimizing each page.

This is great if you’re working on a site that needs to rank in other locations, too. You can change the location focus of your keyword search, which will show you keyword suggestions based on the search habits of people in a specific country.

There’s also a built-in clipboard to make a list of target keywords as you go. No more copy and pasting needed.

4. SEO audit

The final noteworthy feature of Surfer is the SEO Audit tool.

Type the page’s main keyword into the main search bar. Then, under the “comparison” section, enter your page’s URL. Hit “Audit” next to your URL:

You’ll see the SEO metrics for your page, and how it compares to the keyword you want to target.

For example, we added the keyword “SEO” and ran an audit for our “What is SEO?” guide. Surfer told us:

  • The word count was in the perfect range
  • We had the correct keyword density
  • We should consider bolding more words
  • Our page loading speed was great

This report should be your first port of call whenever you’re optimizing old content.

Does Surfer SEO really work?

Now we know what Surfer’s SEO tool can do, there’s one question still standing: does it really work?

We put Surfer to the test and found the things it’s great (and not-so-great).

Pros of Surfer

Let’s start with the good things about Surfer’s SEO tool.

First: it’s fast to load results. You don’t need to wait around for the reports to build-out; you’ll see them in less than five seconds.

Plus, I found Surfer super easy to navigate for people who aren’t into tech. And if you’re not unsure of how to use the tool, there’s a “how to use” link on the app dashboard to help you get to grips with it.

There’s also a Chrome extension if you don’t want to use the website. This lets you investigate on-page SEO elements whilst you’re on a website—without cutting and pasting the URL into Surfer.com.

But arguably the best part about Surfer is the built-in content editor. Other SEO tools don’t offer content editors inside their platform; you’d have to pay for another tool like Clearscope or MarketMuse (which are pricey on their own.)

The downside of Surfer

There’s no doubt that Surfer is a good SEO tool. However, there are a few downsides to consider before adding it to your toolkit.

The first is the fact there isn’t a free trial. But even then, you start testing whether it fits your SEO needs with a 7-day trial.

It’ll set you back $1, and you don’t need to add your credit card to sign up. (You can’t get automatically charged after the trial ends.)

Surfer is also pending a lot of features. The referring URLs, anchor profile, and visible subpage reports are “coming soon.”

Finally, it’s worth noting that there’s a limited number of queries based on your price plan. This can look appealing at first glance, but you might run out of queries quickly—especially if you’re working on a large site.

How does Surfer SEO compare to other SEO/content tools?

There are hundreds of SEO tools to choose from, each with their own set of features (and price points.)

Let’s take a look at how Surfer compares to some of the most popular.

Surfer vs. Ahrefs

Ahrefs is one of the most popular SEO tools that Surfer is competing with.

That’s because Ahrefs has a reputation for being a great SEO tool for websites of any size. Their Site Explorer is superb for analyzing existing pages—but Surfer is better for creating new ones.

You can add your content to get specific suggestions.

The URL analyzer is better on Ahrefs, too, because it shows a bunch of useful metrics like:

  • Domain Rating (DR)
  • How organic traffic changes over time
  • The top pages on a site by traffic value
  • Backlinks pointing to the domain

…But the sheer volume of data can feel overwhelming, especially if you’re new to SEO.

On the whole, Surfer is the better choice for the content and optimization side of SEO. That’s because the content editor helps beat competitors, and guides you through writing the actual content.
(With Ahrefs, you’d have to do it and wait for the SEO results to appear.)

Surfer vs. Moz

Moz is another popular option if you’re looking for SEO tools.

Both Moz and Surfer have very similar features, but the biggest difference is the content editor.

Moz has a page optimization report that gives suggestions on what your content should include. However, it’s just keywords; you can’t see changes in real-time.

Surfer, on the other hand, gives real-time suggestions as you type the content. It also compares it against your competitor’s content structure to check you’re on the right track whilst you’re writing—not afterward.

Surfer vs. MarketMuse

Whilst MarketMuse isn’t an SEO tool, it’s the most similar comparison to Surfer’s content editor tool (the feature that makes it 10 times better than most traditional SEO tools.)

MarketMuse is very expensive and it doesn’t have the other SEO features you probably need—like Surfer’s keyword research or site audit tools.

You’d have to pay for MarketMuse and a separate SEO tool, like Ahrefs or Moz, to get all the features Surfer offers.

How much does Surfer SEO cost?

As we mentioned earlier, there is no free trial for Surfer. You can get a 7-day trial for $1.

For ongoing plans, pricing starts from $49.20/month. This basic plan includes the features we’ve mentioned.

The full package starts from $165.80/month. With that, you’ll get the option to white-label your SEO reports, making it a superb way for agencies to share results with their clients. (Either way, it’s still tons cheaper than Ahrefs’ most similar plan.)

Their Chrome plugin is totally free and you don’t need an account.

Is it worth the money?

In short: Yes! Surfer is cheaper than other SEO tools and is just as good—if not better.

Plus, you’ll be able to find a plan that suits you without breaking the bank.

Freelancers and small businesses would do fine on the basic plan. Agencies, eCommerce websites, and huge blogs have more than enough features to take care of their site on the Pro or Business plans.

Ready to master your SEO with Surfer?

As you can see, Surfer is superb SEO software to add to your toolkit.

Regardless of whether you’re a small blogger or running a 5,000-page eCommerce website, you’ll find their features useful.

The best part? You can see whether it offers the features you need with their $1 seven-day trial.

If it does, there’s no risk of falling in love with a product that you can’t justify the price tag for. Pricing for Surfer is incredibly affordable—especially when it acts as content optimization and SEO tool all in one.

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A 301 Redirect: SEO Impacts – The Ultimate Guide for 2020

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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 …

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Top 10 Best Atlanta SEO Companies

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Free SEO Training – 2x your organic traffic in the next 90 days.

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.

FREE Download: Only work with the best SEO companies on the planet when you download our free SEO company vetting checklist.

Top 10 SEO Companies in Atlanta

  1. Lyfe Marketing (34 points)
  2. Cardinal Digital Marketing (32 points)
  3. M16 Marketing (28 points)
  4. Atlanta SEO Pro (24 points)
  5. Captivate Search Marketing (23 points)
  6. Propellant Media (23 points)
  7. FindLocal Company (22 points)
  8. MediaLinkers (22 points)
  9. Shiftweb Solutions (22 points)
  10. 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.

Scoring Criteria

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.

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How to get more from your links

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30-second summary:

  • 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. 

PageRank toolbar

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:

  1. Google Search Console: Check your 404 logs to see a list of broken links and pages
  2. 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.
  3. 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. 

PageRank-animation-2

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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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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