Google posted an article on their blog recently, noting how bloggers should follow a few guidelines if they want to avoid punishment on the rankings of their blog.

Basically Google is asking bloggers to please show transparency regarding receiving products as gifts or payment in return for writing content of reviews about particular.
We believe that this is interesting because using bloggers as part of SEO strategy as a relevant contribution to the task of ‘linkbuilding’ is very common.

This is what bloggers need to do:

  1.  Use no-follow links

    Make sure that the links to the product or brand that the blog is advertising for is a no-follow link. This tells Google that there is some particular relation between the two sites that Google should be aware of.

  2. Explain the relation between blog and product

    Write in the text that the blog post was written in cooperation with the brand or that the writer received the product from the distributor in exchange for a review or article.

  3. Write unique and informative content

    Writing about things that the blog or writer has a qualitative input to or expertise about. The algorithm will most likely not give any value in relation to a particular topic if the topic is not within the same niche or at least category as the website as a whole.

At Spinnaker Nordic we believe that this is an interesting statement from Google, as this is the first time that Google acknowledges that ‘tampering’ with the algorithm by providing links that are paid is not wanted.
What you should do if you are already using bloggers for your SEO strategy is to start including other initiatives, that will provide you with relevant stories (and links) that has a relation to your brand or website.
Examples of the above that can provide a positive long-term strategy for your SEO or linkbuilding that we have worked with at our clients websites are things like:

  • Providing users with a widget, that shows relevant data to the topic of your website.
  • Creating an award for journalists, bloggers or content providers that are relevant to the niche.
  • Provide clients or partners with a ‘certification’ that they can place on their websites as a logo and link.
  • When working with purchasing, ensure that your purchasing department asks suppliers to link to your website when possible.
  • Make your marketing director or CEO guest blogger at a main media (and help him or her develop relevant input).
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