There was an interesting post from Barry on paying bloggers to review products/services. He does a commendable job of breaking down the benefits of paid blog reviews for the client, the agency and specifically the blogger. And he is sure to note Matt’s recommendation to the NoFollow on any links since they are paid.

SEO Refugee touches on the fact that in many cases, the blogger is asked to review the product/service at no charge and provide a link. Now, this might be a good review, or it could be a flamer. However, they have full editorial discretion and no obligation to write something positive.

Personally, I wouldn’t see an issue with a blogger earning a little scratch for his/her efforts (hint, hint; wink, wink), but how would Google know the difference between the editorial and advertorial? If they find out a blogger has started accepting donations for reviewing a product, does that mean that the entire site will lose credibility?

This morning, I was surprised to read information on getting mentioned in BtoB by courting their Editor, Ellis Booker. This article specifically mentions:

Where you can meet Booker
He sometimes accepts lunch dates in Chicago and in New York. You can also meet him at BtoB’s Netmarketing breakfasts, which he usually moderates. He also attends most of the annual marketing association events, as well as American Business Media events.

ACCEPTS LUNCH DATES???? I’m guessing you’re not Going Dutch.

Make no mistake; I’m NOT bashing BtoB Magazine. They are EXTREMELY reputable, and my guess is that once you captivate Booker’s interest, an article would be legitimate. The point is, if done properly, there no difference between taking an editor to lunch to pitch a story and paying a blogger to review a product.

The value of the post lies squarely in the context of the review. If the review is an honest assessment of the product/service, then everyone wins:

- The reader gets accurate information

- The advertiser gets a link and an opportunity to fix problems

- SEs gets quality content

- The blogger is compensated for time and energy

With Performancing recently acquired, I’d be curious to determine what kinds of procedural changes (if any) arise. What I’d like to see is some type of blogging hierarchy. Specifically, identifying those blogs that prove they can refrain from bias, despite the almighty dollar.

Disclaimer: As of today, MSI has never purchased a Pay Per Post.