September 29th, 2011 by Rory

A little while ago, SEOs started trying to get more out of rankings with a method called sculpting. Using no follow code, this method aimed to direct existing PageRank from low-importance pages to those in more desperate need. The method was once one of the more popular search engine optimization tools. These days, though, there are a number of website optimization experts who look down on the technique. The question remains: should you try to sculpt the flow of PageRank, or leave well alone?

To judge this, you need to analyse the pros and cons of PageRank sculpting.

Pro: PageRank sculpting can direct PageRank to the pages that need it.
Con: There’s a danger it won’t work.
Although the use of nofollows enables you to direct Google’s attention away from areas and links on your site, there are times when Google takes notice of the nofollowed pages. If the page is already in the index, for example, then trying to sculpt around it won’t help, at least at first.

Pro: PageRank sculpting is easier and quicker than redesigning architecture.
Con: Sculpting still involves the rewriting of code for multiple pages.
Sculpting still involves hard work, and much of this work is hidden in code. This means the sculpting process can be hard to keep track of.

Leaving page rankings as they are is never a good answer for a search engine optimization company, so obviously there’s a third option. Google’s Matt Cutts advises site owners to use site architecture to direct attention, rather than creating a fake attention path.

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