Again, Why it is important for Social Media/PR/Search to be Cross functional.

http://searchengineland.com/googles-action-against-link-schemes-continues-overstock-com-and-forbes-com-latest-casualities-conductor-exits-business-65926

Google has again clamped down on two more companies (Forbes.com and Overstock) for violating their search engine terms of agreement. Just recently this had happened to JCPenny and i am sure many companies are wondering "Why are these companies being punished and how do i ensure that this will not happen to my company?".

Google makes it fairly clear that any "paid" links that manipulate PageRank (this is the basic algorithm that returns your search query with "meaningful" results) violate their terms of agreement. This payment for links can come for additional discounts or money directly to the party that you are getting that link from. The types of links you will not get punished for are those involved in editorial content.

This of course makes obvious sense from a SEO perspective. If a trusted site, editor, or blogger is referring a site/content that they find valuable, then the page rank for that trusted site, editor, or blogger will be transferred as well. It's all about bringing people the content that most accurately meets their search query and that they will find the most value in.

All of this reinforces proper SEO best practices being reinforced in Social Media/PR (popular keywords, HTML alt attributes, etc) to make sure that your valuable content is ultra-search friendly. Valuable back links can come from respected online circles of influence. It is up to Social Media/PR and search to cross functionally work together to make sure that this is taken advantage of. What good does great content do if no one can find it?

 While this will not immediately affect search standings like a link farm or paid links will, it is the proper way and most cost efficient way to build search standing.  Initiating best practices will double the value of your content and not dilute the value of your site/brand with penalties from search engines by paying for links.

Best Regards,

-The Marketing Ninja