Embedded links/badges

[HireSpace]

Hi there

Just picking up on something Rand said in his blog analysing his predictions for 2014.

Rand predicted that Google will publicly acknowledge algorithmic updates targeting...embeddable infographics/badges as manipulative linking practices

While this hasn't exactly materialised yet, it has got me thinking. We have a fair few partners linking to us through an embedded badge. This was done to build the brand, but the positives here wouldn't be worth being penalised in search.

Does anyone have any further evidence of websites penalised for doing this, or any views on whether removing those badges should be a priority for us?

Many thanks

[HireSpace]

This is really helpful Samuel, thanks.

We don't have this in place on many websites, and this was always about building brand, but a no-follow mission seems a good course of action.

Much appreciated.

[SamuelScott]

Thanks for the question!

First, I highly recommend that you do not use widgets on external websites specifically as part of any "linkbuilding strategy." (Of course, I don't know whether you were using the widgets in that way or to fulfill another business or marketing purposes.)

Just some background. Matt Cutts, the head of Google's webspam team, said in 2013 that any links in widgets on third-party websites should have the no-follow attribute added to them. In Google's eyes, here's the simple reason why: Why should the search engine give you "credit" for a link that you have given yourself? The only links that Google wants to count are those that are 100% natural and "earned." The Penguin updates -- among other actions -- are all aimed at moving the search engine in that direction. (Here's Google's guide to no-follow.)

Secondly, I wouldn't used any keyword-based anchor text. (If you were doing that -- no-follow or not, you just don't want to risk incurring the wrath of the Penguin.) If you need a link back in the widget, just make the brand name of the website / company into the link.

So, in summary, here's what I would say: Widgets and badges are not bad in and of themselves -- as long as you add no-follow to all widget links and make the brand name the anchor text.

I hope that helps!