How PageRank Sculpting Makes SEO Look Bad
Would you want to pay a bad mechanic to fix your car or a bad carpenter to fix your house? Of course not. So then why should you pay a bad SEO to fix your Website? Does that make any kind of business sense? Of course not. And yet some companies today are paying really bad SEO “experts” to fix their Websites. The reason is because these lousy SEOs may be no good at fixing Websites but they are good at making smarmy tricks look like real search engine optimization.
Let’s get down to brass tacks here. The people you should avoid when you hire an SEO to help with your site are the SEOs who practice what is called PageRank sculpting. This SEO technique was developed in 2007 to hide Web pages that outranked the most important pages on Websites. Instead of fixing the navigation problems on these sites, PageRank sculpting SEOs made the situation worse by breaking the navigation links even more.
Last year Google employee Matt Cutts revealed that Google was seeing so many sites suffer from the bad effects of PageRank sculpting that it altered the way it calculates and passes internal PageRank through its index for in-site links. This was a major change but all the PageRank sculpting people failed to notice what was going on. They said they were running tests but their tests didn’t show anything relevant to Google’s change. These hillbilly SEOs had no clue what was going on.
But now that everyone in the SEO industry knows that Google broke PageRank sculpting before it really even got off the ground, some PageRank sculpting con artists are back on the road, hauling in more marks. These lowlife SEO scum could not create a good PageRank sculpting test if their business models depended on it. So take this advice to heart: if you’re working with an SEO who talks about how much PageRank sculpting will help your site, ask yourself why?