Google has given bloggers very clear instructions on how to disclose interest when reviewing products provided to them by brands. PR professionals should know these rules when dealing with bloggers.
Blogs could be hit by a Google penalty if site owners do not adhere to new best practice guidelines.
In this Webmasters post, Google instructs bloggers to follow three principles:
- Use a nofollow tag
- Disclose interest
- Make sure content is unique
Points 2 and 3 seem self-explanatory, as the Federal Trade Commission (FTC) in the US and Advertising Standards Authority (ASA) in the UK have already provided guidelines on disclosure. Plus it goes without saying that bloggers should be aiming to create something new and unique for their audiences.
The nofollow tag is an interesting one. Google says; “Bloggers should use the nofollow tag on all such links because these links didn’t come about organically (i.e., the links wouldn’t exist if the company hadn’t offered to provide a free good or service in exchange for a link). Companies, or the marketing firms they’re working with, can do their part by reminding bloggers to use nofollow on these links.”
The jury’s out on the impact of nofollow links on SEO, but at least a nofollow link can provide inbound traffic and is likely to not be viewed by Google as a spam link.
I think this is a sensible move by Google and mirrors its view on press releases, for example.
Bloggers need to be aware of the nofollow ruling, it’s very simple to code, and PR professionals pitching review copies or paid-for content to bloggers need to be aware of the ruling and remind them to include nofollow links to their clients’ sites as well full disclosure.
I provide blogger relations training based on my experience running blogger relations campaigns for global brands, and having been a blogger and journalist. Please get in touch to learn more.