Why does Google feel the need to ask bloggers to nofollow links? Is there a problem with links for freebies?
Influencer engagement isn’t necessarily about receiving links but more about reaching the audience of a particular blogger or online ‘personality’. The halo effect is that these engagements produce links, but that is often secondary.
At the inaugural Ayima Insights digital marketing conference, Ayima co-founder Rob Kerry gave us his insights into how the field of search is currently developing, and what the future may hold in 2016 and beyond.
Things were simpler back in the early days of online search. Or so I’m told – I wasn’t actually there, but Rob Kerry painted a vivid picture during his presentation at Ayima Insights Conference last Thursday.
Google’s slogan of “Don’t be evil” actually seemed like something that the company still believed in; ads and sponsored links were much more clearly delineated; and all you needed to do to make your site rank well in search results was to insert a keyword in the right places.
The practice of brands engaging with popular bloggers seems to have caught Google’s attention, with the search engine offering some advice on what bloggers should do in this situation.
Or, as it’s very easy to interpret, Google is suggesting it may take action if it deems that links have been added to posts in return for free goods.
In its post, Google advises bloggers to nofollow links to company’s sites, social pages and any sites selling the product in question.
Bloggers should use the nofollow tag on all such links because these links didn’t come about organically (i.e., the links wouldn’t exist if the company hadn’t offered to provide a free good or service in exchange for a link).