How Does Goog Identify a Paid Link?

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Did you see the recent video from Matt Cutts on paid links?

Here it is: Why do paid links violate Google's guidelines while other ads don't? - YouTube

He says if you buy or sell links, make sure that they don't pass page rank by either using nofollow or a redirect. My question is - how does google identify a paid link vs an unpaid link? They have no way of knowing if money was transacted.

I buy a few banner ads occasionally on sites in my industry so I'm wondering if I should make sure that they don't pass page rank. Or maybe since I do it on such a small scale it doesn't matter. I'm buying them for traffic, not page rank but I always figured I might as well take the page rank with it. Now I'm not sure.

Thoughts?
#search engine optimization #goog #identify #link #paid
  • They have several ways.

    First, they flag your site for links like,
    "buy a link on this site"
    "advertise on this site"
    So, don't pay for a link on any site that has that, and
    don't put that on your site.

    Second, they look for links that are global.
    That is, a site-wide link. So, don't sell links and put
    them on each page, and, don't buy links on each page.
    Target one and only one.

    Any "reputable" link broker will already be on the lookout for
    those things above.

    They also know that outbound links to regular stuff like
    wikipedia, .gov's, amazon, etc. are not paid links for PR,
    obviously.

    If you have an outbound link to some spammy site, high
    up, contextual, chances are, it's a paid link.

    I sell a lot of links have have yet to have a problem.

    Google does not know a paid link from a whole in the ground.
    But, they may make a pretty good guess.

    Like 99.999% of their algos, it's automated by computer.

    And remember, they only "hate" links sold for raising PR.

    I don't believe in using nofollow. Google wants you to.
    Why? So you can help them? Fat chance. They don't
    need my help.

    Think logical. If a PR5 page has a link in the first paragraph,
    contextual, to some wii-games-bonehead-review.com, PR 1 (or less),
    what does google think that link is there for?

    Link swapping, guest blogging, etc. are just bonehead ways of
    selling links to shmooze PR. Selling does not have to mean "money"
    changed hands. Paid links for PR come in all shapes and sizes.

    Paul
    • [ 1 ] Thanks
  • Thanks Paul.

    The point on sitewide links is a good one that I forgot. Any sitewide link that is passing PR is probably suspect to G.

    On selling links through a "Advertise on this Site" link, I believe there's nothing wrong with that in G's eyes as long as you're not passing PR. I'm not selling links currently so not worried about that.

    On guest posting, I see how that can be an exchange of content for PR but I think most people who do quality guest posting are after traffic, reputation, and overall popularity beyond just PR. Again, I'm not sure how Google judges that. One way would be the social cues of the post (lots of shares could mean high quality). The content and other links in the post can be important too I assume.
  • It can't if stuff is done right. But people are lazy and keep using the same step by step method and then their sites get slapped
  • How is a paid link "done right" in your opinion then?
    • [1] reply
    • A paid link will want the site to follow the guidelines in
      my first 2 things I pointed out.

      Does not matter if you sell links for PR or not. Do not have
      any advertise here link. Do not advertise for link swaps or
      guestblogging nonsense either.

      Upwards of 75% of the links I sell are from large companies.
      They are not really looking for PR, but it's a bonus.

      I would never accept a bought link from a spammy crappy.
      Reputable link brokers do not go for that crap either. Link
      brokers have to be very, very careful.

      A paid link, in my opinion, is best done by a reputable link broker.

      And here's the thing. Link brokers are not stupid, for the most part.
      They will find YOU if you are worth it. Do not confuse link sellers
      with what I am referring to as a "link broker."

      Link brokers are morphing into content sellers. They are now creating
      full articles, with links, to publish on your site. Probably doing this
      for a reason. Perhaps the thinking is, that new indexed content with
      a link is nothing to be flagged. But an old article, sporting a brand
      new link would raise a digital eyebrow.

      Paul
  • I thought they already have updated list of paid link providers links to exclude them in Search results.
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