Paid Links Matt Cutts Google Software Engineer SES San Jose, August 21, 2007

Are paid links evil? That's the wrong question. The right question: Do paid links that pass PageRank violate search engines’ quality guidelines? The answer to that question is yes.

Are paid links evil?

That's the wrong question.

The right question:

Do paid links that pass PageRank violate search engines’ quality guidelines?

The answer to that question is yes.

Disclosing payments Washington Post, Dec. 12, 2006: “ FTC Moves to Unmask Word-of-Mouth Marketing Endorser Must Disclose Link to Seller” "We wanted to make clear . . . if you're being paid, you should disclose that.“ -- Mary Engle, FTC associate director for advertising practices

Washington Post, Dec. 12, 2006:

“ FTC Moves to Unmask Word-of-Mouth Marketing Endorser Must Disclose Link to Seller”

"We wanted to make clear . . . if you're being paid, you should disclose that.“

-- Mary Engle, FTC associate director for advertising practices

Disclosure on the web The web is used by both people (surfers) and machines (search engines, etc.) What is adequate disclosure on the web? Understandable by people Understandable by machines

The web is used by both people (surfers) and machines (search engines, etc.)

What is adequate disclosure on the web?

Understandable by people

Understandable by machines

Clear disclosure to machines Clear disclosure: won’t pass PageRank redirect through url blocked by robots.txt redirect through url that does 302 JavaScript rel=“nofollow” on individual links <meta name=“robots&quot; content=“nofollow&quot; /> on entire page

Clear disclosure: won’t pass PageRank

redirect through url blocked by robots.txt

redirect through url that does 302

JavaScript

rel=“nofollow” on individual links

<meta name=“robots&quot; content=“nofollow&quot; /> on entire page

Practical considerations You can buy links within search engine guidelines AdBrite Quigo IndustryBrains adCenter, YPN any site that doesn’t pass PageRank in links Buying paid links that pass PageRank violates our quality guidelines Paid PageRank-Passing (PPP) links

You can buy links within search engine guidelines

AdBrite

Quigo

IndustryBrains

adCenter, YPN

any site that doesn’t pass PageRank in links

Buying paid links that pass PageRank violates our quality guidelines

Paid PageRank-Passing (PPP) links

Types of paid links (These are fine) (These are against our guidelines)

Examples of PPP links

Link-buying obstacles It can be difficult to buy PPP links Buy for a limited time? Buy “run-of-site” links? Buying links from “sloppy sellers”? Checking if a link seller cloaks? Can a competitor spot your paid links?

It can be difficult to buy PPP links

Buy for a limited time?

Buy “run-of-site” links?

Buying links from “sloppy sellers”?

Checking if a link seller cloaks?

Can a competitor spot your paid links?

Google’s approach Both algorithmic and human detection Recent Rand Fishkin post about paid links Detected all but one link algorithmically Google is willing to take strong action against PPP links This is an area Google is focusing on

Both algorithmic and human detection

Recent Rand Fishkin post about paid links

Detected all but one link algorithmically

Google is willing to take strong action against PPP links

This is an area Google is focusing on

Further reading https://google.com/webmasters/tools/ paidlinks?hl =en http://mattcutts.com/blog/text-links-and-pagerank / http:// www.mattcutts.com/blog/how -to-report-paid-links/ http://www.washingtonpost.com/wp-dyn/content/article/2006/12/11/AR2006121101389.html http://fjallfoss.fcc.gov/edocs_public/attachmatch/DOC-272304A1.pdf http://www.fcc.gov/eb/Orders/2007/FCC-07-42A4.html

https://google.com/webmasters/tools/ paidlinks?hl =en

http://mattcutts.com/blog/text-links-and-pagerank /

http:// www.mattcutts.com/blog/how -to-report-paid-links/

http://www.washingtonpost.com/wp-dyn/content/article/2006/12/11/AR2006121101389.html

http://fjallfoss.fcc.gov/edocs_public/attachmatch/DOC-272304A1.pdf

http://www.fcc.gov/eb/Orders/2007/FCC-07-42A4.html