SEO and the Problem with Enforcing Paid Link Penalties
SEO and the Problem with Enforcing Paid Link Penalties
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Its no surprise Google has declared war on paid links, their whole algorithm is based on matching content to keywords, paid links make it easy for an SEO to manipulate this algorithm and show any site they want at the top of Google. Part of Googles strategy is to stop pages with paid links on them passing any real link juice is to decrease the PageRank of the page this means less if any juice will flow to the sites paying for it.
Another strategy they use is to remove pages with paid links on them from Googles index; this stops the links passing any value at all, as pages that are not indexed cannot pass any value through Googles algorithm. The problem is how does Google detect these links? How do they know which links are paid and which are genuine references? This is a real problem as it is difficult to differentiate between guilty and innocent links.
One piece of advice Google has given us is to use the no follow attribute on any links people are paying for to have placed on our sites, that way the only thing flowing through the link is traffic not Page Rank or link juice. Does this solve the problem? Not exactly because webmasters arent honest and there is big money in selling Page Rank. This is where we start to see the real difficulty when trying to enforce any rules around paid links.
Who does Google punish and how do they know if their getting it right, without manually reviewing every single site? So on one hand Google tells us not to buy links and on the other hand every single one of your competition is doing it to boost their rankings.
A great new rule Google has suggested is giving more weight to certain types of links, they have recently hinted at giving more weight to editorial links. Most paid links are in sidebars and footers therefore this would ruin the effect of a paid link. This is a good idea but webmasters will soon smart up to this behaviour and begin to buy links within the content of a site.
I guess the only reasonable conclusion you can come to is that you probably need to buy links to keep up with your competition or you can play it by the book and hope Google catches your competition out but remember until they do your competition will be reaping the reward of the traffic that comes with the top spots.
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