Forget Link Sculpting for LLG Sites: The Truth About Link Equity

Why Google likely made this change

From a search engine view, this rule makes sense. If some links do not count for passing value, counting them in the split stops sites from artificially directing all value to their chosen pages. The split forces a fairer way to handle outbound links. It makes it harder to manipulate flow of link equity with nofollow tags.

We learned this approach from technical SEO training and tools shared by other pros. It matched what we saw on real sites, so we adopted it into our process. We did not dig into Google’s code, but the behavior matched the lesson: link sculpting is outdated.

What link sculpting used to be

Link sculpting was the act of adding nofollow to certain internal or external links so that a site could keep more link equity on the pages we wanted to rank. People would nofollow links that were not related to the silo or that led to weaker pages. The goal was to keep a theme and push more juice to the money pages.

We used to do that too. We spent time setting nofollow on internal links when linking from one silo to another. We wanted to stop the theme from bleeding into unrelated silos. That was more common before the split rule became the norm.

Why we stopped doing link sculpting

Once the way Google treats outbound links changed, the time spent on link sculpting stopped giving a return. If the split counts all links, nofollowing some of them does not boost the remaining follow links. It only wastes those shares. So we stopped nofollowing internal links just for sculpting.

Instead, we keep internal links natural. We link where it helps users. We do not try to trick search engines with nofollow. Natural linking is easier to manage and often better for users and rankings.

When to use nofollow or other link attributes

We are not saying never use nofollow. There are times when a nofollow is still useful. We use it when we do not want to pass any link equity to someone who is not paying or who should not get our site's value.

• Paid directory listings. If a directory features free and paid listings, we set follow only for paid listings. Free listings are nofollow so they do not get our site's link equity unless they pay.
• Sponsored links. Use rel=”sponsored” or the correct attribute for advertising links. This keeps things clear and follows modern link rules.
• User-generated content where you can't trust every link. We often nofollow those to avoid spam links getting value.

For standard social media links and brand assets on LLG pages, adding nofollow to “contain” link equity does not help. Those links are counted in the split anyway. If you nofollow them, you just waste their share.

Practical steps we recommend

Here is what we do now and what we recommend you do for LLG and local sites.

1. Stop trying to sculpt. Do not add nofollow to internal links just to push link equity to other pages.
2. Keep internal links user-friendly and logical. Link where it helps visitors navigate and find info.
3. Use nofollow or rel=”sponsored” on paid or directory listings you don’t want to give equity to. This is about business control, not manipulation.
4. Do not stress about linking to your social profiles. Those links are fine. They help users find your brand. No need to nofollow them to save equity.
5. Build real links from other sites. Focus on getting high-quality, relevant backlinks instead of trying to control flow with tags.

Directory sites: a real example

We run a directory site, and here is how we handle links there. We only give follow links to the companies that pay for a listing. Free or unapproved listings are nofollow. Why? Because we want to reward paying customers with the benefit of link equity coming from our site.

That is a business decision, not an SEO trick. The nofollow on free listings does not increase the value for paid listings. It only prevents non-paying companies from getting our site’s value. We still count the nofollow links in the total outbound links. Their share is simply not passed on.

Other tips about link attributes

• Use rel=”nofollow” when you need to avoid endorsing a link.
• Use rel=”sponsored” for paid links or ads.
• Use rel=”ugc” for user-generated content when appropriate.
• Do not mix these tactics to try to control flow. Use them for clarity and policy, not for sculpting.

Takeaway: focus on the things that matter

Link sculpting is an old habit. It took time and effort. Now it does not help rankings the way we thought. Instead of spending time on that, we focus on:

• Making pages useful for users
• Building relevant, high-quality backlinks
• Using link attributes only where they match policy or business needs
• Keeping internal links natural and helpful

That approach saves time and gives better results. It also makes our sites easier to manage. We spend our energy on real SEO moves that work today, not on tricks that used to work years ago.

Quick checklist for LLG sites

• Do not nofollow social links just to keep equity on the site.
• Use nofollow on free directory listings if you only want to reward paying listings.
• Do not nofollow internal links across silos just for sculpting.
• Build links from outside sites to increase incoming equity.
• Make sure links help users first; SEO second.

FAQ

Q: If we nofollow social links, will that help our internal pages rank better?

A: No. Nofollowed links are counted in the total outbound links when Google splits the incoming value. Nofollowing social links will not increase the share going to internal follow links. It only wastes the share assigned to those social links.

Q: Should we nofollow links to partners or vendors?

A: Use nofollow if you do not want to endorse or pass value to that partner. This is a business decision. Remember that nofollowing still counts that link in the split. Use it when it makes sense for your business or compliance needs.

Q: Is link sculpting harmful?

A: It is not harmful, but it is often a waste of effort. The main downside is wasted time and complexity. You can simplify your site and focus on better SEO actions.

Q: What link attribute should we use for paid placements?

A: Use rel=”sponsored” for paid links. It is clearer and follows modern link attribute guidance.

Q: How do we get more link equity to our money pages?

A: Get more high-quality backlinks from other sites. Improve the content on your money pages so other sites want to link to them. Build local citations and relationships that produce links. Internal linking helps, but it cannot replace real incoming links.

Final thoughts

We learned from experience and from good technical training that link equity is split across all outbound links on a page. That change means link sculpting is no longer a useful tactic to boost internal pages. Instead, we use link attributes for policy and business control, keep internal links user-focused, and spend our time getting real backlinks and improving content.

If you run LLG sites, stop spending hours on nofollow tweaks. Make links helpful for users. Use nofollow, sponsored, or ugc for clear reasons. And focus on building real value that other sites want to link to.