Search Engine Optimization: Google’s Rules Can Catch Anyone by Surprise… Even Google

In fact, Google deliberately demoted search results for its own web browser when it was revealed that bloggers were being paid to link to a video promoting Chrome. In essence, Google was paying for “sponsored posts”… in direct contravention of Google’s own policy which prohibits paying for links (outside of its authorized “Sponsored Ads” which should not be confused - Sponsored Ads are clearly delineated and identified as paid-for advertisements, set-off from the “organic” search results whereas “sponsored posts” would appear no different than any other “organic” result).

 

The rationale for the search engine’s policy stems from the fact that the algorithm it uses to produce search query results relies, in part, on the number of sites linking to a given page. In theory, the higher the number of sites linking to a page, the greater its reputation and presumably, its value to potential searchers, hence warranting a more prominent display higher in the results.

 

However, when links are bought, they have the potential to replace the “organic” (arguably most relevant) results and improperly manipulate them lower in the search results. Because a search engine’s success is incumbent upon its ability to objectively return the most pertinent and relevant results, it is essential that Google’s search results not be artificially influenced… without consequences.

 

Thus, when it was revealed that its browser was the subject of improper Search Engine Optimization efforts, even though it maintains that it did NOT approve the linking campaign, Google publicly announced that it will remove Chrome from results for these queries for sixty days. Though it is a harsher punishment than it would likely impose upon others, Google is apparently holding itself to a higher standard to set an example.