Google doesn't like paid links, sponsored posts and low-quality content. 

So it was quite surprising, and embarrassing, to learn this week that Google was associated with all three in an apparent effort to promote its web browser, Chrome.

That left Google with little ability but to respond and explain itself. And yesterday it did just that.

"Google never agreed to anything more than online ads," it explained in a statement to The Verve.

Despite the fact that, as I and others suspected, Google fell victim to a rogue marketing firm - it found itself in an awkward position.

After all, it has penalised companies for black hat tactics, even when it became clear that those black hat tactics were employed without permission by a third party.

Would Google penalise itself? That seemed unlikely, at least to me. But Google, perhaps realising that government eyes are increasingly watching it, decided to do the unthinkable.

In a post on Google+, Google's Matt Cutts announced that Google's Chrome page will be "demoted":

Even though the intent of the campaign was to get people to watch videos--not link to Google--and even though we only found a single sponsored post that actually linked to Google’s Chrome page and passed PageRank, that’s still a violation of our quality guidelines, which you can find at .

In response, the webspam team has taken manual action to demote for at least 60 days. After that, someone on the Chrome side can submit a reconsideration request documenting their clean-up just like any other company would. During the 60 days, the PageRank of will also be lowered to reflect the fact that we also won’t trust outgoing links from that page.

Needless to say, this seems like a pleasant surprise. But just how satisfying is it really?

On one hand, nobody can complain about Google treating itself as it treats others. That's fair. On the other hand, however, this doesn't really address the broader concern many companies have (or should have) about marketing partners (or evil competitors) causing them great harm.

Yes, companies need to know what their SEOs are doing, but if Google can fall victim to something like this, any company can.

At the end of the day, for Google to succeed in addressing the issue of paid links, sponsored posts and low-quality content, it will have to improve its algorithm and detect the 'bad stuff' before it has an undeserved positive impact in the SERPs. Until then, penalties will provide little more than immediate, short-lived and sometimes ironic gratification.

For more on what we can learn from this, see this excellent post by Rishi Lakhani

Patricio Robles

Published 4 January, 2012 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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Comments (3)

Matthew Phelan

Matthew Phelan, Director and Co-Founder at 4Ps Marketing

I think this also leads nicely into some of the legal fights Google is currently engaged in about unfairly promoting their own products. They now have a nice case study that they can use in court that shows that they penalise their own products.

Or maybe I am being a tad too cynical?!

over 6 years ago


Wade Crook

Can't believe the SEO community "outed" Google for this. It is so against "the special SEO community code".

If only the same amount of attention and resource was applied by both the SEO community and Google to lead gen affiliate sites that spam Google with numerous blog posts on unrelated spammy blog sites, then we might see better quality SERPs!

over 6 years ago


Jon Leon

I think it's important for Google to be seen not to be abusing their own rules, and if they're found to be doing so then they need to be given a penalty. I think Matt Cutts is to be applauded for this action.

over 6 years ago

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