The internet has a ghostwriting problem.
In some cases, published articles are posted on the web with either no distinct author or with an author bio that is either thin or non-existent.
The author of this post is listed as "Nate Nead."
But even if you get past some of these basic checks that the best web crawlers perform, you still can't be certain Nate was the actual author of the blog post.
Twitter is currently dealing with similar issues with so-called verified accounts.
Here are the various scenarios currently seen with authored content online.
Each of the above is listed in terms of their level of algorithmic and manual-action risk to your website.
While Google absolutely hates remuneration for dofollow links, there is really no way to algorithmically figure out which links are paid or not.
Consequently, you need to pay attention to which areas Google has control over:
Google wants legit profiles.
Ethical considerations and ethical behavior play a crucial role in maintaining the integrity of your website.
Google wants guest post links nofollowed.
It's getting easier to determine if an author is real and has true authority in his/her niche.
They also claim guest post links have little to no impact:
But, with a little effort, an illegitimate profile can look real.
And therein lies the rub, especially for the link builders.
When it comes to link building for SEO, the ghostwriting problem becomes even more pernicious, particularly if you write articles that are produced with the express purpose of obtaining links. The scholarly nature and particular subject of these articles can be compromised by such practices.
And this is where Google is using artificial intelligence to detect guest blog posts, articles written with AI, illegitimate article profiles and (in particular) websites established for the express purpose of inserting outbound links.
There are a handful of signals Google uses to detect the most pernicious paid link schemes, including:
Either way, great care should be taken when you're in the red or orange zone for any of the various above-listed scenarios.
You'll also notice that because the rules are so stringent, it makes creating and promoting a site organically online much more difficult than it ever has been.
It's also even more difficult if the site is raw and new with no backlink connections from other websites. Ghost written content has become a common practice in such scenarios, further complicating the process.
We often give more credit to machines than they are due.
Certainly, the software is becoming more complex, but it's assumed the software is doing more behind the scenes than it actually does.
This is especially true in the case of conspiracy theories when we want to assume the software is being nefarious or collusive in some way.
However, Google E-A-T is currently insufficient in solving all the problems with fake authorship and ghost writing online.
Signals are there, but the problem will persist until technology can catch up.
I envision an eventual world in which blockchain, combined with artificial intelligence, could be used to establish true and authentic authorship for content online.
It'll be the blockchain version of a verified professional writer, and the AI can tell if the post was written in your style and flow. This will ensure that only a good writer receives proper recognition for their written work.
That day is coming sooner than you think, and when it does, the idea that links will even be needed will become a fantasy of a bygone era.
It will also make doing white label marketing or white label SEO work much more difficult. The common practice of needing to hire a ghost writer to maintain the first person narrative in content creation will be challenged.
When the internet was blossoming when I was a teenager, the common joke was:
Of course, [insert fact] is true. I read it on the internet.
The authorship problem online remains a real, tangible threat to credibility and authority.
When facts are not presented by qualified experts, some may be prone to take them as gospel truth, act on them, and make decisions accordingly.
A fact that could quite literally harm an unsuspecting public.
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