What’s The Deal With Search Engines And Text Link Ads?

When did hypertext links become the enemy? Google’s PageRank began a burgeoning
search engine optimization link building industry that now seems to be out of
control. What’s the deal with text link ads? Isn’t a link just a link? Not
really, at least according to recent blog and forum posts.

In the Beginning There Were Links

A simple concept, hyperlinks connected the websites within the world wide web.
Linking is what the world wide web is about. This certainly didn’t start with
search engines, but rather with hyperlinks created with HTML code. The rules for
producing viable websites joining the world wide web sprang from this language.
So why is there so much power allotted to search engines and their rules about
linking? Sad to say but the past linking between sites voting for quality have
gotten muddled in the link building frenzy. Search engines have created their
own linking monster.

What Is This rel=” nofollow” Tag Anyway?

Much of the search engine forum discussion started with Google representative
Matt Cutts suggesting that O’Reilly Media use the rel=”nofollow” tag to keep off
topic links O’Reilly Media sold to essentially “not count” when search engine
robots came across the links for indexing purposes. The idea is that this tag
can be used to negate the power of the link vote for link popularity when the
webmaster is linking to what is often called a “bad neighborhood”. This may be
seen as a suggestion by Google, or it could be Google’s way of popularizing the
nofollow tag so it is used by webmasters for their own paid text link ads on
webmaster websites. Only time will tell.

Matt Cutts Comments On Reputable Sites & Link Selling


The recent flurry of posts regarding O’Reilly Media’s text link ads has produced
some interesting comments from Search Engine Watch Forums members and
Threadwatch members:

O’Reilly In Off-Topic Link Selling Debate


Google Admit Problems with Text Link Ads


Danny Sullivan offers an explanation of this new tag in his Search Engine Watch Blog:

Google, Yahoo, MSN Unite On Support For Nofollow Attribute For Links


Definition Of The rel=”nofollow” Tag:


“By adding rel=”nofollow” to a hyperlink, a page indicates that the destination
of that hyperlink SHOULD NOT be afforded any additional weight or ranking by
user agents which perform link analysis upon web pages (e.g. search engines).
Typical use cases include links created by 3rd party commenters on blogs, or
links the author wishes to point to, but avoid endorsing.”

The original idea behind this tag was focused on decreasing link and comment
spam, particularly for blog sites. When you purchase text link ads webmasters
should be aware that the rel=”nofollow” tag may be present in the link page
source code, thus the link may end up being worthless in terms of ranking.

The Real Problem

How do the search engine algorithms differentiate between a simple text link and
a paid text link ad? The real problem may lie in the probability that Google and
other search engines are unable to differentiate between regular links and paid
links, such as text link ads, within their current algorithms.

This creates a great deal of work on the search engines part to track and
understand the true motivation for a link on a page. Certainly the issue may be
raised that webmasters who sell text link ads may cut into the business model of
the search engines text ad programs.

The Real Solution

The linking problem was created by the emphasis on the need for link voting to
improve link popularity and search engine ranking. This originated primarily
through the creation of Google’s PageRank. If the search engines created the
situation, shouldn’t the search engines then also provide the solution? Instead
of suggesting webmasters add the rel=”nofollow” tag to their pages to make the
search engines job easier, wouldn’t it make sense to create better search engine
algorithms? Maybe it is time to get rid of the toolbars and change the way
search engines value linking. From every comment I’ve seen on this subject it
certainly seems to be the right choice to make.

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