Learn · Strategy · Beginner
Learn how to test an offer of coverage, a gifted product or a sponsored feature against Google's link spam policy before you agree to it, and how to label links that were paid for.
When someone offers to cover your business, review your product or publish your story, there is often a link involved. Google's link spam policy describes which ways of arranging those links it treats as manipulation, and how to label links that were paid for.
This guide gives you a short routine to run on any offer before you say yes. It does not predict rankings; it checks the arrangement against Google's wording.
Google's spam policies define link spam as creating links to or from a site primarily to manipulate search rankings, and name examples that include sending a product in exchange for a post with a link, and optimised anchor text in press releases and guest posts distributed on other sites. Google also says buying and selling links is not a violation if the links are qualified. Read the link spam section before you start.
Note whether money, goods or services are involved. Google lists exchanging money, goods or services for links or posts containing links, and sending a product in exchange for writing about it and including a link, as examples of link spam when done for ranking purposes. If nothing of value is exchanged for the link, say so in your note.
You will know it worked when Your note states clearly what each side gives and receives, including any free product or service.
Read the offer for any requirement that a link be included. Google lists requiring a link as part of terms or a contract without letting the content owner choose to qualify it. Coverage that exists because the subject is useful is different from coverage that exists to carry a link.
You will know it worked when You can say in one sentence why a reader would want the coverage if the link were removed.
Google names links with optimised anchor text in articles, guest posts or press releases distributed on other sites. Check the proposed wording of the link: does it describe the page naturally, or is it a keyword phrase placed to match a search? Link text that simply names your business or the thing being discussed reads as ordinary.
You will know it worked when The link text reads naturally in the sentence and is not a repeated keyword phrase.
Google says paid links should be qualified with rel="sponsored" or rel="nofollow" on the anchor element. If a product, fee or favour is involved, ask the publisher how the link will be labelled and note the answer. If users can add links on the page, Google says to use ugc or nofollow.
You will know it worked when Any paid or gifted link is agreed in writing to carry sponsored or nofollow.
Press releases and guest articles can be republished on many sites. Google lists links with optimised anchor text in content distributed on other sites as an example. Ask where else the piece will be placed and who controls the links on each copy.
You will know it worked when You know every site the content will appear on, and the link text on each is the one you approved.
Send Dean the offer and what is being exchanged. A reply from Dean says which parts match Google's wording and which do not.
Go deeper
