Recently, there’s been tension between Google and SEO communities regarding links.  It was the idea that links that are quoted by websites like news organizations are entitled to a follow link. The answer to that is no.  every websites’ TOS should include screenshots of the site, quotes taken from content, and a followable HTML link, because sites will write about you, and they should be linking. But, you’re actually not entitled to links, and many in the SO community do agree with this.  It is definitely something that its important if you want to build repute, so it should be happening.

But there are others that disagree with this since they think that focusing on links is what is against holistic SEO.  The word holistic in this case means something that has multiple parts working together. For example, in SEO it means that ranking well on Google is more than just spamming links, but instead engaging in various Activites that communicate the site or product, and it is what google encourages. Creating content on a news site, with just the mention of the brand, is actually something that falls into this category.

The Google search algorithm is predicted to satisfy users, and there are google tests along with algorithms that determine if they’re showing users what they expect to see in the SERPs, and that’s what the CTR studies are about.  Creating hat expectation in users is often done by being cited without a link, so it makes it difficult for those who want tangible links. The results are that the average SEO loses focus on the prize, and they focus too hard on obtaining links.

The big thing to remember is that while obtaining links is important, and creating awareness is important too, and making sure that this all works together is something that you as an SEO professional need to realize.

However, according to Google requiring a link is black hat.  it’s clear that requiring this is black hat, and it’s because that’s not a real citation. If you force someone to link you, then it’s not an actual citation, and it’s essentially paid for. Paid links are when sites receive a payment from another site, and that’s usually the payment in the form of a link content, quote, or even an image.

Creative Commons doesn’t require a search engine follow link if it has any context with the mentions within a site.  Of particular interest, is that it lets the licensee determine what kind of link that they want to use. If you require a dofollow link, then you’re violating the Google’s guidelines and the creative commons wording that conforms with this.

So, should it be included? Well, it is debatable. Some people think that they should, and some are recommending it in the first place. The biggest thing to remember is to follow the rules, and you don’t want to be accused of some black hat SEO, so be smart.