Google PageRank, also known as link juice, is a key metric used by Google to compute rankings. Web pages accumulate PageRank from their inbound links and pass it to other web pages via their outbound links. It is measured with a logaritmic scale from 0 to 10.

SEO Mistakes & Best Practices

PageRank is measured per page, not per website.
- A webpage's PageRank status is updated continuously by Google internally.
- If Google algorithms don't trust a link, they may silently ignore it, even if it should pass a lot of link juice.
- A page's authority and trust is established from PageRank passed by other relevant an trusted web pages linking to it.
- In average, the higher the PageRank of a page, the more often it will be revisited by web crawlers.
- 404 (and 410) pages don't pass link juice, their content is ignored.
NOFOLLOW links an pages don't pass link juice.
NOINDEX pages accumulate PageRank.
- Avoid orphan pages (i.e., without links to other pages), it is lost link juice.
- Avoid setting NOFOLLOW on internal links, it is lost link juice.
- Javascript generated links pass link juice.

Google has stopped publishing PageRank data since December 2013 and will not provide PageRank updates in the future. Don't rely on data delivered by PageRank checkers and browser toolbars/plugins anymore. It is not possible to test or check your PageRank too.

What Is Link Sculpting?

Link sculpting (also called PageRank sculpting) is an old SEO technique by which webmasters were trying to influence the flow of link juice from page to page using DOFOLLOW and NOFOLLOW links.

The main idea was that if a link was set to NOFOLLOW, its link juice would be redistributed to other outbound links on the page.

Today, this technique does not work anymore. If a link (or its page) is set to NOFOLLOW, then its link juice is lost. It is not redistributed to other links on the page.