Though plenty of places in the Northern Hemisphere shiver in chilly temperatures, webmasters will continue radiating heat after the latest double-barreled barrage from Google's loquacious engineer. Paid links have a long history of annoying Google due to the way they can affect organic rankings.

This has been the year of living dangerously for webmasters who engage in pushing PageRank through paid links. Google's crackdown on sites using these links without a 'nofollow' tacked onto them means more websites will see the dreaded reduction in their PageRank as punishment.

Matt wrote about this at the Google Webmaster Central blog and his personal site. A couple of essential points he made will stand out for webmasters:

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