In the world of SEO, few topics have sparked more debate recently than inclusion links from “Best Of” pages. As Google increases both algorithmic and manual actions through continual updates in its search algorithms and spam policies, brands and agencies must rethink their approach to acquiring these coveted spots. Google’s November 2024 update to its site reputation abuse policy specifically targets manipulative practices—including publishing third-party content to exploit a host domain’s authority—making it clear that gaming the system for rankings is riskier than ever (“Site reputation abuse is the practice of publishing third-party pages on a site in an attempt to abuse search rankings by taking advantage of the host site's ranking signals.”, developers.google.com).
In this shifting environment, understanding the real value and risk of inclusion links is essential for any organization seeking sustainable SEO results. To succeed, it’s vital to distinguish between high-quality inclusion links earned through editorial merit and those arising from questionable “Best Of” lists. For brands aiming to future-proof their organic rankings, it pays to partner with experts in editorial link building and digital PR strategies that align with Google’s stricter guidelines.
What Are Inclusion Links—and Why Do They Matter in 2025?
Think of inclusion links as endorsements: hyperlinks embedded within curated resources such as “Best Of” lists, reviews, or trusted directories. These links, when earned organically, can boost a site’s visibility, drive targeted referral traffic, and elevate domain authority. In the past, being featured on a reputable “Best Of” page was often seen as a shortcut to stronger rankings.
But today, not all inclusion links are equal.
The difference lies in quality and intent. Editorial inclusion links—placed naturally by content creators without compensation—hold greater weight with search engines, while manipulative, paid, or undisclosed placements may put your site at risk, especially as Google’s focus on Expertise, Authoritativeness, and Trustworthiness (E-A-T) means only the most credible and transparent inclusion links deliver lasting SEO value.
Google’s policy updates and manual actions in 2024–2025 show that the search giant is scrutinizing such links more closely than ever. For brands trusted by major companies (brands Prism PR has worked with), editorial links remain a safe and valuable path forward.
How Google’s 2024–2025 Updates Changed the Game for Review and List Pages
Google’s 2024 and 2025 spam policy updates have fundamentally changed the calculus for link building on review and curated list pages. The November 2024 update to the site reputation abuse policy directly addresses the practice of leveraging a host domain’s authority through third-party content (“Site reputation abuse is the practice of publishing third-party pages on a site in an attempt to abuse search rankings by taking advantage of the host site's ranking signals.”, developers.google.com).
In March 2024, Google rolled out a wave of manual actions and algorithmic updates targeting pages abusing site reputation or lacking real value. According to Barry Schwartz, “Google has unleashed tons of manual actions, search ranking penalties you can see within Google Search Console, after it released its search spam policy updates.” (seroundtable.com).
High-profile publishers including Forbes Advisor, CNN Underscored, and WSJ Buy Side saw significant visibility losses as a result of failing to maintain editorial control and value in their commerce sections (google-penalty.com).
These updates highlight Google’s focus: only genuinely valuable review and “Best Of” pages—those providing original insight, transparency, and user benefit—will continue to thrive. Sites that attempt to manipulate rankings through low-quality inclusion links or paid placements without disclosure are at greater risk of penalties and lost visibility.
Recent studies show that 93.8% of link builders now prioritize link quality over quantity, a trend accelerated by Google’s policy updates.
Editorial Links vs. “Best Of” Inclusion Links—What’s Actually Safe?
| Editorial Links (Earned) | “Best Of”/Curated List Links | |
|---|---|---|
| Acquisition Method | Naturally earned through high-quality, original content | Placement via list inclusion, sometimes paid/solicited |
| Value to SEO | High—genuine endorsements, trusted by search engines | Varies—can be high if organic, but risky if manipulative |
| Risk Level | Low if authentic and relevant | High if undisclosed, paid, or on low-quality lists |
| Google’s View | Positive (signals expertise, authority, trust) | Scrutinized; may incur penalties if seen as manipulative |
| User Trust | High—seen as credible recommendations | Depends on transparency and perceived objectivity |
Transparency about affiliate relationships or sponsorships is now essential, as undisclosed paid inclusions can rapidly erode both Google’s and users’ trust.
The SEO community has reached consensus that editorial links—those naturally earned due to content quality—are more valuable and safer than curated or list-based links, which can sometimes be manipulated or paid for, diminishing their value in the eyes of search engines.
For organizations seeking a reliable way to enhance their rankings, editorial PR remains the gold standard, as evidenced by the results seen in client case studies.
Case Studies—When “Best Of” Links Helped (and When They Hurt)
Recent years serve as a cautionary tale: when “Best Of” links are earned through genuine merit, the results can be outstanding. However, manipulative or undisclosed placements now carry real risk.
A tech startup featured in a reputable “Top 10” list saw a significant boost in referral traffic and organic rankings.
In contrast, several major publishers’ commerce sections—including Forbes Advisor and CNN Underscored—experienced visibility losses after Google’s policy enforcement in 2024, highlighting the danger of failing to maintain editorial standards (google-penalty.com).
This pattern reflects a broader trend, with ‘parasite SEO’ and site reputation abuse tactics facing increasing penalties under Google’s policy changes.
The lesson is clear: inclusion links can provide value, but only if they are earned ethically and transparently. See more client successes and proof here.
The New Best Practices—How to Earn Safe, High-Value Links in 2025
Adapting to Google’s stricter guidelines means embracing ethical, sustainable link building:
- Prioritize Editorial Oversight: Maintain strict control over all content published on your site, especially third-party contributions.
- Create Genuine Value: Focus on high-quality content that offers real benefit to users—not just content designed for rankings.
- Be Transparent: Clearly disclose any sponsored content or affiliate relationships.
- Diversify Your Link Profile: Earn links from a variety of reputable sources, mixing do-follow and no-follow, varying anchor text, and maximize value through strategic internal linking that guides users and search engines to your most important content.
- Stay Current: Monitor Google’s policy updates and adapt quickly when new guidelines are introduced.
Most SEO experts agree that earning links through original, valuable content is the most effective and future-proof approach.
For a closer look at how editorial link building works, review our editorial link building process. To see how a pay-for-performance model guarantees only the highest value links, check out our agency awards.
Key Takeaways—What Decision Makers Need to Know About “Best Of” Links
For organizations and agencies, the message is clear: Best Of Lists SEO is only safe when inclusion links are earned honestly, transparently, and through high-quality content. The risks of manipulative or undisclosed placements are greater than ever, with Google actively penalizing those who fail to meet its standards.
To protect your brand and rankings, focus on building authority through editorial links and digital PR strategies that align with Google’s expectations (see our approach).
Frequently Asked Questions About Inclusion Links, Editorial Links, and Google Penalties
Q: Are inclusion links from “Best Of” pages still safe for SEO?
A: Only when they are earned naturally and transparently from reputable sources. Links from manipulative or low-quality lists can put your site at risk.
For more on how to avoid penalties, see our in-depth guide on avoiding Google penalties.
Q: What is Google’s current policy on review and list pages?
A: As of late 2024, Google’s site reputation abuse policy explicitly targets manipulative use of third-party content for ranking gain. Maintaining editorial value and transparency is essential.
Q: Do editorial links offer better protection against penalties?
A: Yes—editorial links are generally seen as genuine endorsements and are favored by search engines.
For more insights, see our guide to digital PR for high-DA editorial links.
Ready to Future-Proof Your Link Building? (Conclusion/CTA)
With Google’s search policies changing, the safest path forward is to invest in strategies that build real authority—through editorial links, high-value content, developed and executed by veteran journalists and experienced PR leaders, and transparent, ethical link acquisition. Prism PR’s award-winning, pay-for-performance approach delivers DA 50–90+ links from outlets trusted by leading brands.
Schedule a strategy session with our team or see our client successes to discover how your brand can earn links that last.
References
- Barry Schwartz. (2024). Google manual actions and spam policy updates. seroundtable.com. https://www.seroundtable.com/google-manual-actions-spam-policy-updates-37016.html
- Google Developers. (2024). Site reputation abuse policy. https://developers.google.com/search/blog/2024/11/site-reputation-abuse
- Google-Penalty.com. (2024). Recently penalized sites 2024–2025. https://www.google-penalty.com/recently-penalized-2024-2025.html
- Authority Hacker. (2024). Link building statistics and trends. https://www.authorityhacker.com