Matt Cutts: how Google evaluates paid links

In the eternal relationship of love and hate between Google and Webmasters, Matt Cutts tries to define how the American colossus decides whether a link is bought. If, in fact, in most cases it is clear when it comes to a paid link, there are some grey areas where it is not easy to decide. It should be clarified beforehand what is meant by paid links and how they are determined. Matt Cutts goes into specific details and explains four ways in whereby Google decides whether a link is paid.

• If from a review you get a free pen (or a dozen) or a voucher with a high monetary value, things undoubtedly change and the evaluation is very different. The example that Cutts gives us is the following: if someone buys you a meal (moderate) and after four months you write a review, probably Google will not care about that.
• The question changes if it is a gift or simply a loan. For example, in some sectors, such as that of automobiles, automakers often let bloggers try car for their cars, lending them out for a certain period of time. This can be admitted. The question of obtaining an item (of a certain value, like a car) in exchange for a good review, is not admitted.
• In a world like this it is really difficult to know the intentions that move the what's this. It is therefore better to focus on the recipients and understand how and if they obtained something in exchange for a good article: for example, a journalist who receives a laptop in exchange for a good story. Google wants to close these mechanisms down.
• It's no surprise to discover someone who visits the theatre or the cinema for free. However, if a blogger who keeps a column on technology asks for a computer and keeps it regardless of the type of reviews they write (for example, on a startup), things are very different. Matt Cutts has therefore underlined that Google is fighting against those who try to exploit people's trust with manipulative techniques or abuse. It also advises webmasters to review the TFC guidelines regarding remuneration to understand what a paid link is and what is a payment. Even if the grey area inevitably lingers.