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Are paid links evil?

Are paid links evil?
That's the wrong question.
.....

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Paid Links Presentation Paid Links Presentation Presentation Transcript

  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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?
  • 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
  • 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