Google Changes the Rules: PageRank Sculpting

A fairly accepted advanced practice within the SEO community called PageRank Sculpting has been undone by Google.  I won’t get into all of the details but the important thing to remember is that if your site was making use of PageRank Sculpting (or your SEO experts said they were) then you better find out how that’s going to impact your site.

Essentially all of the links on your website and back to your website from other sites have been equalized.  That is, they now each bear about the same amount of credibility where as in the past certain links were more valuable than others.  Some still are, but a lot of them won’t be.

This just underscores how important it can be to keep up with the rules the major search engines like Google and Yahoo ues to determine what the “best” sites are for any given search phrase.  It also shows that it’s important to know what type of SEO service you’re getting: is it “black hat?”  Are your search engine optimization specialists using under-handed and non-sanctioned tactics to improve your site’s ranking?  If so, a change could come out at any time and wipe your site’s ability to rank on Google or Yahoo at all.  Ever again.

If you don’t know the answers to any of the questions above, it would probably be worth it to have your website examined to be sure you’re not in danger of violating any new rules from the search engines and determine the things you may not be doing that would be well worth it.

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