Google's Scare Tactics are Crashing Down its Own Ranking Algorithm

The situation: Google relies on links for its ranking algorithm

In a Google Webmaster help video posted just a few weeks ago, Matt Cutts addressed the issue of whether or not inbound links are still an important and relevant element of Googles algorithms.

His response was pretty definitive. When asked if Google has a version of the search engine that excludes backlink relevance, he responded, We have run experiments like that internally, and the quality [of the search results] looks much, much worse. It turns out backlinks, even though theres some noise and certainly a lot of spam, for the most part are still a really, really big win in terms of quality for search results.

From his response, its clear that followed links (ie, links not carrying the nofollow tag) are a necessary component for returning relevant search results. He goes on to say, Weve played around with turning off backlink relevance, and at least for now, backlink relevance still really helps in terms of making sure that we return the best, most relevant, most topical set of search results.

So, it doesnt appear that Googles method of analyzing inbound links to determine relevance and search engine rankings is going anywhere in the near future.

At the same time, a huge topic of conversation and debate in recent months has been Googles continual efforts to crack down on outbound links that might be paid. For example, take Cutts recent pronouncement that guest blogging is dead in terms of SEO.

On March 3^rd, 2014, Cutts released another video condemning link-related SEO practices, titled What is a paid link? in which Cutts states, Anything thats deceptive, or manipulative, or abusive, we reserve the right to take action on.

But with Google cracking down on outbound links that might be paid, where does this leave publishers?

Problem #1: Publishers are scared to use dofollow links

This leaves publishers with the uncomfortable reality that their outbound links even ones that are legitimately useful and relevant (and unpaid) may potentially be seen as spammy by Google.

The solution that publishers are implementing? Im observing lots of publishers moving toward switching to nofollow links, across the board. Based solely on the fear that Google may possibly suspect their links of being paid, they are simply switching to a policy of nofollowing all links. This doesnt appear to have any downside for the publishers (in fact, it could be argued that such a move helps preserve PageRank on the publishers own site), and seems to be a home-run solution to the problem.

We are seeing this move to nofollow links particularly with sites that rely on guest contributors for content. Rather than hiring editors and training them (and paying them) to detect and remove paid links, theyre simply switching to a policy of nofollowing all links as a way to solve the problem as quickly and as inexpensively as possible.

So, this leads us to the next problem:

Problem #2: What will Google do once all publishers are using nofollow links?

Links are still an extremely important aspect of Googles algorithm. Cutts has made this abundantly clear. We have also established that publishers, worried about their follow links being potentially seen as paid, are moving toward nofollowing all their links.

Google needs to recognize this trend and put an end to it before its scare tactics cause its own ranking algorithm to come crashing down.

In summary:

1. Google needs links to make its ranking algorithm work well

2. Google is scaring publishers with their talk of paid link penalties and their denouncements of guest blogging

3. As a result, publishers are switching to a policy of nofollowing all outbound links to avoid potentially being penalized

4. Google may eventually have no links with which to calculate organic search rankings

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