In April 2009, search engine optimization professionals learned that a common tactic for directing link equity on a site had been more-or-less ineffective for more than a year. The technique, known as PageRank sculpting, relied on the rel=”nofollow” link element to keep PageRank value on pages targeted for SERP ranking. At SMX Advanced in Seattle, it became clear that the nofollow element had changed, no longer preserving PageRank on a page, but instead, causing PageRank to disappear.

There has been no shortage of coverage following Matt Cutts’s recommendations for nofollow use. At Bruce Clay, Inc., we have talked about it on the blog, in the newsletter, and now, on this week’s episode of SEM Synergy. Bruce sits down with Susan and Virginia for the whole show to give his input on what the new nofollow behavior means for SEO, siloing and search optimization practitioners. They discuss why SEOs and site managers should avoid overreacting, the remaining uses of the nofollow element, and alternate ways of directing PageRank flow.

Siloing and PageRank sculpting have seen some controversial debate lately, bringing Bruce and Robert to discuss the site architecture technique as it has been developed and practiced by the Bruce Clay, Inc. team. The themeing approach with PageRank benefits puts the emphasis on landing pages through linking, directory structure, or both. When implemented correctly, our clients have never seen less than a 30 percent jump in traffic when their sites are siloed.

In preparation for SMX Advanced in Seattle, Susan talks to producer Danny Sullivan about what to expect from the two-day conference. Buffy the Vampire Slayer is almost guaranteed to show up in the conversation, along with the latest themes and topics of the search industry to be included in this expanded show. You can bet Bruce Clay, Inc. will have a few faces there.

That’s right, Bruce Clay, Inc. will be represented at SMX Advanced from June 3-4. Susan and Bruce highlight some of the sessions that promise to educate an enlighten, including the “Creating Value In Your SEM Businesses” panel on which Bruce will be speaking. Some of the other topics covered include lead tracking, search friendly development and international SEO.