The term Page Rank Sculpting is not new to webmasters. Previously it was one of the SEO trick to improve the Page Rank of the important pages on a website by controlling the link juice transfer through internal link structure. For example consider the following scenario.

I have a web page A where I have PR X. On the same page I have 2(B and C) out bound links (Links to external Pages). In normal case the possible passing link juice from my website is equal distributed to web page B and web page C. So the transfer of link juice is:

Page B will get Xd/2 where d is the decay factor.

Page C will get Xd/2

So total PR passing from page A is Xd.

If I added nofollow attribute to both link, then there is no PR loss on my web page. On next google iteration too I am not going to miss a single piece of PR. (Hopping the factors which brings PR to my page A is same at that time too).

Page B will get 0 * (Xd/2)
Page C will get 0 * (Xd/2)

So total loss of PR for page A is 0.

If I have added nofollow attribute to one link say link to B, According to PR Sculpting the other link will get total link juice passed from page A. That is the Page C will get Xd.

Any way Page Rank Sculpting is no longer works with new google algorithm update. According to google now nofollow links to countable in terms of calculating the link juice pass. But it doesn't mean link juice will pass to nofollow links. So the equation will be like:

Page B will get 0 * Xd [Link to Page B is nofollow]

Page C will get Xd/2

So the share of Page B wastes. So in a nutshell we need to take care of number of links from our web page and indirectly it will affect the PR of our web page even though majority of the links are nofollow.

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