PageRank sculpting is an advanced SEO technique that caught on in 2007 when Google’s web spam czar, Matt Cutts, mentioned that YouTube was doing it. Since then, celebrity SEOs have hyped it up as a viable SEO technique to help webmasters increase the PageRank of pages on their site that they want link juice to flow to simply by using nofollow tags on links to pages that don’t need the juice. Simply put, you can craft your own PageRank for particular pages on your site by picking and choosing which links you want Google to follow and the ones you want it to stay away from.
Well, Matt Cutts recently made another public comment that has some SEOs worried, though evidently not Rand Fishkin.
Some SEOs are worried that they’ve spent hours upon hours sculpting their PageRank to no avail. But Google’s advice all along has been to focus on building great content and not building your website for the search engines. I agree with that completely. Besides, if you are a small business owner then your website wouldn’t benefit a great deal from PageRank sculpting. If you divide a PageRank 3 up between 20 pages you’ll see that you won’t benefit a great deal from that. PageRank sculpting was designed to benefit large sites with thousands of pages and if you take a PR7, for instance, divide it by a few thousand then multiply that by a few thousand more, it doesn’t take a math genius to figure out that you can increase one page’s PageRank considerably with just a couple of nofollow tags.
This is a clear case where small business website owners should just ignore the hype and the talk around a concept that wasn’t meant for them anyway. It’s a bit like being worried about the death tax when only 1% of the population has enough money to pay it in the first place. Don’t worry over nothing.