In a recent post Matt Cutts of Google writes about How to report paid links to Google. He explains that Google is needs more sites for testing, because he (and the Google team) wants to tweak the existing algorithms for finding paid links.
He makes it abundantly clear that they are not against paid links in general, but they are targeting paid links to gain a higher search engine ranking. In 2005 he suggested to use the “nofollow” attribute. As I understand it, to be safe, when placing paid links in your blog, you would need to add the nofollow tag to the link.
My problems
Nowadays smaller blogs (and sometimes even bigger blogs) have a hard time getting ahead and being noticed without using paid links (either buy or sell). I don’t know no one who would buy a link on my blog if there was a nofollow tag connected to the link. Most online businesses (which include bloggers) buy these links mainly to get noticed. And getting noticed means getting a higher ranking in the search results.
What’s the difference between a paid link without the nofollow tag and a unpaid link without the nofollow tag? Why are algorithms tweaked to look for paid links while there are a lot of other unpaid links what are flowing around? Take John Chow for instance. There are thousands of people reviewing his blog and writing about his blog and he regularly posts batches of 10 links back to those who have reviewed him. Now he asks to link to his blog with a specific set of keywords to get to the number one spot of the results of searches using that keyword. His methods are copied by a lot of others, because this is simply one of the best ways to get a higher ranking. This brings me to only one conclusion: Google seems to target their competition. The more people sell text ads, usually for a better Cost Per Click (CPC) rate, the less people will use Adwords and Adsense.
This bring me to another question: How the hell does Google know which links are paid links? Instead of displaying the paid links in some kind of “Sponsored links” section, I can just add them in my blogroll, or in another section. How will Google know that they are paid for? Does Google access my financial information? Does Google know what my credit card expenses are? Do they have ways to find out through the financial systems who paid for what? Are they being allowed to go through financial records of money handling systems on the Internet? if not, how in heaven’s name will they be able to determine what is paid for and what not?
Who (are they) will they be punishing? The seller, the buyer, or both? If I buy a link on Mitch Harper’s blog, I have no control over if he uses the nofollow tag or not. Will I be punished for that reason? He will be punished, either way: If he does, he won’t get my money for long, if he doesn’t, Google may plummet his ranking, maybe even de-index his blog, or take away his “voting authority” so no site can get ranked using the links on his site.
Is this “attack on the paid links” directed to everyone? Or are some major sites excluded? Yahoo directory for instance is a paid service: You need to pay to get your site in that directory. However, Yahoo does not use the nofollow tag in their links in the directory. Maybe it’s specified in their robots.txt file or through some other method, that those links should not be followed, but from the looks of it, I don’t think they would charge for those links only to tell search engine spiders “that the link doesn’t have to be counted as a vote by a search engine”. Guess what, dir.yahoo.com has PR 8 (PR = PageRank). Yahoo.com has PR 9 (out of 10). Hell, if you search Google for some of the sites listed in the Yahoo directory, you get links to the spots where the site is mentioned.
Just for the fun of it, do a search on Google for “buy links page rank”. See those sponsored links on top and to the right? A lot of them plainly says “Advertisers: Improve your traffic and search engine rankings. Only TLA can deliver an ad that does both.” So why isn’t TLA canned? Or will they be? I don’t think so! They pay big money to Google to be displayed in the sponsored links section for these keywords. It would be hard to believe that Google would start canning sites like this, because it’s also huge income for Google. So, I’m wondering, if these sites don’t get penalized for selling ads that can help you to “improve your search engine rankings”, who will be? Matt Cutts clearly talks about it being “outside their guidelines to get PageRank via buying links”. And he is now asking for links to sites that sell text ads, for the development of new techniques.
My thoughts
To me Google has been a “hero” for a long time. 2 guys, taking over the search engine market, making the world a better place with their great search engine, selling part of the company for big bucks, being part of the first groups to use Ajax on a large scale, providing the best online mail service with the best spam filter I’ve seen so far, expanding by creating some online office suite, creating a lot of useful services for the Internet community. But actions like this scare me. Is Google turning into Microsoft? Are they slowly trying to monopolize the market? Are they looking for ways to get rid of the competition?
This whole hype is about links that would give you a higher rating on THEIR system. Everyone wants to have a high PR. Google give PR to “trustworthy” sites. A site is trustworthy when a lot of sites “vote” for that site by linking to it. The more links, the more Google likes you, the higher your PR. Isn’t it obvious that more people would want links to their site? Yes, and Google agrees, but in order for you to get those links you need to get traffic to your site, so some of that traffic can vouch for you. This can take a long time. Some have spent years trying to do it “the Google way”, without any luck. One of the offered ways to get more traffic to your site is the use of Adwords. You pay Google to place a link to your site on other sites, so you can get more traffic to your site, hoping that some of that traffic will link to your site, so your PR can rise. In return Google gives you the opportunity to make some (more like a little) money by sharing the revenues of such an ad with the person on whose site the link was clicked.
In my opinion Google is creating these problem for itself. If you display search results depending on page rank, people will do as much as possible to get a higher PR, so their results can appear on top. This includes paying others to link to their site. Instead of trying to fight paid links for ranking purposes, why not just rank pages according to content and other relevant issues? Why not work on making the algorithms better so “link love” will have lesser influence on the ranking of a site?
Conclusion
People will continue to try to find ways to get their product listed on top. This is a never ending fight. Too bad the little guys, who try to make some money with their site, will be the ones to feel the outcome of the fights against the abuse.
I for one see the “nofollow” tag as a sign of distrust. I can use this tag for links to bad examples. When I am approached for links to a site, I only add that link if I trust that site, whether the link is paid for or not. I don’t accept paid links to sites I don’t trust/like. So none of my paid links will have the “nofollow” attribute.
Book
One book I’ll definitely be adding to my wish list is Google’s PageRank and Beyond: The Science of Search Engine Rankings
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