CAUTION: Rant Ahead
I was alerted to the Promote JS! site today by a programmer pondering the benefits and tweeting to ask about the SEO logic behind the idea.
A noble cause right? Maybe. However the implementation is inherently flawed in several ways:
1) First of all, the site provides a banner for web site owners and bloggers to place on their sites. The banner uses a script which creates a link to a different page of the Developer Center at every refresh so you can choose the destination link of your choice. This method is just plain silly, in my opinion. They’ve taken a noble idea and tried to implement it using link farm tactics. A series of identical banners with nearly identical link code smells very much like an affiliate program to Googlebot. Their code has basically created an affiliate link farm which is likely to be filtered out by Google’s ranking algorithm, potentially doing more harm than good to the Developer Center’s link popularity.
The whole point of the PageRank algorithm is to attribute relevancy weight based on inbound links to specific pages. It’s not about the top level domain. If everyone points to the home page, the inner pages – those containing the most valuable, useful content – won’t rank as well. For a web site to rank well for a wide number of keywords, you need to spread the link juice, not channel it to a single page. You have to trust Google’s own system of rewarding good content – they have a zillion brains working on this full time.
4) Andrew had also tweaked the Promote JS! code somewhat to create a banner that generated a random link at every refresh. In my opinion, this method is also flawed. Link popularity is based around the acquisition of trusted, related, inbound links to a page. If links appear and disappear to a page, that’s hardly trustworthy, right? Google won’t be counting your links as trusted. They are looking for solid, stable links from directly related topic pages.
I’m sure there’ll be developers out there who disagree with me and that’s fine. I don’t know how long the Promote JS! site has been live, but it doesn’t have a Google PR, so it’s either too young or hasn’t built up any TrustRank. Make of that what you will.