This video talks about the unnatural links from the websites which are inserted for proprietary purposes. Matt Cutts and Sandy distinguished it from the natural links and how it affects Google’s trust on the sites since it violates the guidelines they established. They clarified that it does not necessarily be removed from the site but rather not allowed to pass the PageRank and enumerate options on how to get rid of this problem. In the end, Matt suggested to submit a reconsideration request from Google.
The video highlights the following points:
- Natural links are those that are selected by the webmasters. Meaning, it is the editorial’s choice that was included in the site due to its usefulness or relativity to the topic of the content. These are also the links that webmasters wanted to share with friends and visitors of the site. On the other hand, unnatural links are those that are included in the site for proprietary purposes and which links into spammy sites. These links usually have no relation with the content of the site. Webmasters post these links to pass PageRank of course, in exchange of compensation.
- Google does not tolerate these unnatural links because they wanted the search results to be equal and not just dependent on the financial capability of the website owner. Moreover, Google does not trust sites with unnatural links. However, this is not really a big problem because it can be fixed really easily by the webmasters themselves.
- Google will not ban sites with unnatural links because all they’re asking is for webmasters to not let these unnatural links pass PageRank. Meanwhile, it is still a violation of Google’s quality guidelines.
To get better SEO rankings you should:
- Remove the unnatural links on your site altogether. However, this is not a best option because, of course, these links put up cash in your account and are advertising efforts by other site owners.
- Make sure that the unnatural links in your site will not pass the page rank by adding the line “REL=no follow” on the link tags. This is essential if you do not want to remove these links on your sites. It is so far the best option so as for Google to avoid untrusting your site. Another way of not letting these links pass page rank is by redirecting through an intermediate URL that’s blocked in your robots.txt file.
- If you solved the problem and followed the steps, submit a reconsideration request on Google including the detailed documentation and assurance that it will not happen again in the future.