Google 搜尋中心針對『付費連結』2021的最新說明

Google and most other search engines use links to determine reputation.

A site’s ranking in Google search results is partly based on analysis of those sites that link to it.

Link-based analysis is an extremely useful way of measuring a site’s value, and has greatly improved the quality of web search. Both the quantity and, more importantly, the quality of links count towards this rating.

欠缺專業素養的SEO人士

However, some SEOs and website owners engage in the practice of buying and selling links that pass PageRank, disregarding the quality of the links, the sources, and the long-term impact it will have on their sites.

付費連結本質上就是影響搜尋品質的行為

you are selling links that pass PageRank. And that violates our quality guidelines

自認內容品質高，就能購買付費連結，只是對Google說法的錯誤認知

見樹不見林的『高品質與高關聯性』辯解

• 高品質內容本身就不該出現應揭露而未揭露的付費行為
• 關聯性除了指主題相關以外，更包含內容與讀者搜尋意圖（Search Intent）的關聯性
• 排名的公平性：應該是好的內容才往前排，不是口袋深的網站排前面

Buying or selling links that pass PageRank violates our webmaster guidelines. Such links can hurt relevance by causing:

Inaccuracies: False popularity and links that are not fundamentally based on merit, relevance, or authority
Inequities: Unfair advantage in our organic search results to websites with the biggest pocketbooks

• 不實資訊：流量來源並非根據內容價值、相關性、權威性（而是交易換來的）
• 不公平性：企業或組織錢多敢砸就能得到優勢

Google就是規定付費連結『要揭露』

I would actually encourage you to check out the FTC’s guidelines…because we actually hew pretty closely to the spirit behind those

針對『Google怎麼知道我買連結？』的辯解

Google有很多方法可以抓到付費連結

黑帽SEO的問題不在於被抓與否，而是『未知且嚴重的風險』

並非所有付費的連結都違規，只要遵守標記規範就好

Not all paid links violate our guidelines. Buying and selling links is a normal part of the economy of the web when done for advertising purposes, and not for manipulation of search results.