The practice of controlling how link equity flows across a site using internal linking strategies.
Why Link Sculpting Matters
While the original concept of “PageRank sculpting” using nofollow is now outdated and largely ineffective, the modern practice of link sculpting remains a foundational part of SEO. Google’s algorithms have evolved to see internal links as a signal of a page’s importance. By strategically linking from your most authoritative pages (like your homepage or cornerstone content) to your most important subpages, you can:
- Improve Crawlability: You help search engine crawlers find and index all your important content, which can improve your indexation rate.
- Boost Page Authority: You can distribute the link equity from your most authoritative pages to your less-authoritative pages, which can help them rank higher in search results.
- Enhance User Experience: A logical internal linking structure makes it easy for users to navigate your site, which can lead to a lower bounce rate and a higher time on site.
It’s about making sure your site’s internal links are a clear, logical map for both users and search engines.
Across Different CMS Platforms
The management of link sculpting is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily manage their internal linking strategies by using a variety of plugins. A good SEO plugin like Yoast SEO or Rank Math can help you track your backlinks and to ensure you are using a variety of keywords that are relevant to your content. Plugins like Internal Link Juicer can also help automate internal linking, which can save you a lot of time and effort.
Shopify
On Shopify, link sculpting is essential for your product descriptions and blog posts. You can use a variety of tools to find a backlink from a relevant website. A link from a high-quality blog or a news site can significantly boost your rankings.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for link sculpting. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated link sculpting strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your link building and provides your content creators with data-driven insights.
Across Different Industries
The way you use link sculpting will depend on your industry and your goals.
E-commerce
E-commerce sites can use link sculpting to build a stronger brand reputation. A site that sells running shoes could get a backlink from a blog that reviews running shoes.
Local Businesses
Local businesses can use link sculpting to build a stronger community. A local restaurant could get a backlink from a local newspaper or a local blog.
SaaS Companies
SaaS companies can use link sculpting to build a stronger brand reputation. A company that sells project management software could get a backlink from a blog that reviews project management tools.
Blogs
Blogs are a great way to capitalize on link sculpting. A blog that writes about cooking can get a backlink from a blog that writes about baking.
Do’s and Don’ts
Do’s
- Do focus on natural, contextual internal links. A link should be relevant to the content on the page and the page you are linking to.
- Do use descriptive anchor text. The anchor text is the visible, clickable text. It should be relevant and descriptive of the page you are linking to.
- Do create a clear, hierarchical site structure. A logical site structure makes it easy for search crawlers to find and index your content.
Don’ts
- Don’t use rel=”nofollow” to sculpt internal links. This is an outdated tactic that no longer works.
- Don’t use keyword stuffing. This is a dated tactic that can harm your SEO.
- Don’t focus on a single link building tactic. This is a risky and outdated approach.
Common Mistakes to Avoid
- Failing to build a backlink profile: This is a basic but critical step. You cannot improve what you do not measure.
- Ignoring a user’s intent: A backlink should be used with a user’s intent in mind.
- Focusing on a single link building tactic: This is a risky and outdated approach.
FAQs
Is link sculpting with nofollow still effective?
No, link sculpting with nofollow is no longer effective. In 2009, Google changed how it handles nofollow attributes, so the link equity no longer flows to the other links. Instead, it “evaporates.”
How is modern link sculpting different from the original concept?
Modern link sculpting focuses on the strategic use of internal links to guide both users and search engine crawlers to the most important pages on your site. The original concept was a manipulative tactic that used nofollow attributes.
What is the difference between link sculpting and a content silo?
Link sculpting is a strategy that focuses on how link equity flows through a website. A content silo is a technical SEO strategy that involves creating a clear, hierarchical site structure. They are two different but complementary strategies.
Can a website with a low domain authority still rank?
Yes, a website with a low domain authority can still rank. The key is to create high-quality, in-depth content that is relevant to a user’s search intent.
What is the difference between a link wheel and a link exchange?
A link wheel is a black hat SEO tactic used to artificially boost a website’s ranking. A link exchange is a practice where two websites agree to link to each other. A natural link exchange can still be beneficial.
