Comment spam is much more annoying than standard email spam because it’s splattered all over a public Web site. I can deal with the occasional offer for a low interest mortgages, online gambling, and assorted male “enhancements,” but neither I nor any teachers in my district want to put up with that garbage on a public blog. Like regular email spam, comment spam proliferates because it’s effective. In the case of comment spam the chief aim of the spammers seems to be to elevate their Web sites’ listings in the various search engines by littering blog comments with links to their sites.
The folks at Google have come up with what appeas to be a pretty clever solution to the problem. Instead of continuing the comment spam arms race, the Google team suggests adding the attribute (rel="nofollow") on all hyperlinks that are including in blog comments, trackbacks, and referrer lists. The “nofollow” will tell Google’s Web indexing spider to disregard the link when it calculates the target site’s Page Rank. This solution seeks to take away the comment spammers’ incentive to create comment spam in the first place without harming the innocent bloggers.
To their credit, MSN Search and Yahoo! immediately agreed to follow Google’s lead and stop crediting sites that are linked with the “nofollow” attribute. The key to making this work is the support of the blogging software creators. Six Apart immediately announced that they would implement “nofollow” in MovableType and at TypePad and LiveJournal. The “nofollow” will be added automatically by the blogging software. I expect every piece of blogging software to support this feature in their next release.
So what are the downsides? Not every link in blog comments are spam, and automatically adding “nofollow” to those links will effectively punish the linked site. (Sort of punishment by omission, I guess.) Here’s a quote by PantherMachina on the WordPress support forum:
When I post on other people’s blogs I’m not creating spam, I’m posting my viewpoint to be shared with people, and if people like it they click through for other things that I’ve said on other subjects. If all goes well, then the incestous [sic] blog community works and my blog gets more popular while the people whose blogs I comment on also get more popular, everybody wins and when I search for my name, I get ranked higher.
Of course, this really doesn’t affect my site much. I make it a habit of closing comments a week or so after each post. Some basic text filtering has stopped 95% of the comment spam from ever getting posted in the first place. But for the millions of bloggers who don’t exercise that level of supervision, “nofollow” sounds like a winner to me.