PageRank is a part of Google’s search algorithm that assigns value to web pages based on the number and quality of incoming links. The term is sometimes called “link equity”.
Google offers many tools to manage PageRank. Some transfer equity from one site to another; others prevent it. All tools are requests to Google, not commands.
Here’s how to use the tools properly
301 redirects
A 301 redirect is Google’s strongest signal for passing on link value. In 2013, Matt Cutts (then head of Google’s web spam team) confirmed that 301 redirects transfer most PageRank to the destination page, but not all. In 2016, Google’s Gary Illyes tweeted that 301 and 302 redirects retain All PageRank.
However, Google has repeatedly stated that 301 redirects can go through No link equity for anything other than 1:1 URL replacement, such as redesigns or replatforms. If the destination page is different from the original, Google may treat it as a fake 404 (ie a 200 OK response code for a non-existent page) and pass no link value. Google’s John Mueller tweeted in 2017.
In a 2017 tweet, Google’s John Mueller said that 301s are best for 1:1 URL replacement.
Rel=”canonical” Tag
rel = “canonical” is a link tag that informs search engines of the URL of the original content without redirecting the user to it. Often used for content syndication or internal duplicate content.
rel = “canonical” passes the PageRank to the original page. But like 301 redirects, Google can ignore them and choose a representative URL based on other signals.
Nofollow attribute
Search optimizers use nofollow link attribute to prevent PageRank from being passed, for example for links from sponsored posts and advertisements. This used to be a strong command for Google, but like 301s and canonical tags, it’s now a requirement.
However, the website should contain both rel=nofollow gold rel=sponsored attributes for paid or affiliate links. Similarly, strive to remove links from low-quality or spammy sites to yours, even if nofollowed.
However, nofollow meta tags (as opposed to link attributes) apply to the entire page and are strictly enforced by Google. So no justice will be done from the links to your site from the following data pages nofollow in the header code:
<meta name="robots" content="nofollow’>
Distance yourself from files
Search optimizers use disavow files to prevent spam sites from passing PageRank to their sites. Distancing is a request addressed to Google and should only be used if the site has received a manual penalty related to the link.