Don’t Follow Those Paid Blogs

March 4, 2009 at 11:34 am | Posted in Web 2.0 Strategies | Leave a comment
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Today, a report by Forrester Research was released which discussed the use of paid blogs as a marketing tool. (If you have a spare $800 laying around, you can read the entire report!) A few weeks ago in class, we discussed the concept of corporate blogs and sponsored blogs and we came to the census that those blogs which are overly enthusiastic about a company or product are completely see-through. In order to establish a respectable sponsored blog, the blogger must give their unfiltered opinion of the product, whether good or bad.

The Google Spider has no time for sponsored blogs.

The Google Spider has no time for sponsored blogs.

Although it is always interesting to see news that relates to a class topic, the reason I was intrigued by the new Forrester Report is because it has received much criticism from Google. Ad Age says the report leaves out and important aspect of paid blogs- the “no follow” rule. Google requires any paid blog to be tagged “no follow” so the Google spider won’t count that post towards a site’s search ranking on Google. In short, Google does not want companies to be able to “purchase” posts in order to increase their search rankings.

This was an entirely new concept to me. I was not aware of the “no follow” rule, but it makes perfect sense to me. AS Google strives to become the most relevant search engine in the world, they must set rules which allows them to gather the most unbiased information possible. In other words, the wealthiest companies cannot buy out their smaller competitors on search engines. This makes for a level playing field on the business end while providing the most relevant information to the consumer.


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