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Matt Cutts: PageRank sculpting
No PageRank would ever escape from the loop, and as incoming PageRank continued to flow into the loop, eventually the PageRank in that loop would reach infinity. Infinite PageRank isn’t that helpful so Larry and Sergey introduced a decay factor--you could think of it as 10-15% of the PageRank on any given page disappearing before the PageRank flows along the outlinks.
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Matt Cutts: PageRank sculpting
No PageRank would ever escape from the loop, and as incoming PageRank continued to flow into the loop, eventually the PageRank in that loop would reach infinity. Infinite PageRank isn’t that helpful so Larry and Sergey introduced a decay factor--you could think of it as 10-15% of the PageRank on any given page disappearing before the PageRank flows along the outlinks.
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короче почитайте, там доходчиво, с картинками про линки с пр