What is Google's thinking about links from article marketing, widgets, etc?

Uploaded by GoogleWebmasterHelp on 17.10.2012

>>Matt Cutts: Matt from Mountain View asks, "What is Google's current thinking about getting
links from article marketing, widgets, footers, themes, etcetera?" Yeah, I'm really glad to
talk about our current thinking which is about the same as our past thinking but let's be
a little more explicit about it. Whenever you get a link from just a word press footer
or just a random footer or, you know, when someone installs a widget or they install
some theme on their content management system, it's often the case that they're not editorially
choosing to link with that anchor text. So, you sometimes see a lot of links all with
the exact same anchor text because, you know, that's what the widget happened to have embedded
in it or something like that. And even if it's not the exact same anchor text it's like
a, you know, it's relatively inorganic in the sense that the person who made the widget
is deciding what the anchor text should be rather than the person who's actually doing
the link by including the widget. And it's the same sort of thing with article marketing,
if you write a relatively low quality article, you know, and just a few hundred words and
then at the bottom is two or three links of, you know, specifically high keyword density
anchor text, then the sort of guy who just sort of wants some content and doesn't really
care about the quality might grab that article from an article bank or something and, um,
he's not really editorially choosing to give that anchor text. So, as opposed to something
that's really compelling, when you really like something, when you're linking to it
organically, you know, that's the sort of links that we really want to count more. So,
it's always been the case that these sorts of links that are almost like boiler plate,
it's like not really a person's real choice to really endorse what that particular link,
or that particular anchor text, those are links that typically we would not want to
count as much. So, either our algorithms or we do have manual ways of saying, "Okay, at
a very granular level, you know, this is the sort of link that we don't want to trust."
So, um, there are some people who say, "Okay, I just want links. I'm just gonna take short
cuts. I'm lazy, I wanna do the bare minimum I can to get the links that I want to get"
and they'll fall back on some ways where, you know, I've mentioned the example before,
but if you're a K through 12 school teacher in Pennsylvania and you're trying to get a
web counter and you don't realize that it has mesothelioma hidden in the text of the
web counter, that's not a link that we necessarily wanna trust at all let alone give that much
weight to. So the sorts of links where people are really choosing to editorially link to
you, and not just because they're paid but because they think your site is good, those
are the links that we're more likely to wanna count more.