– Site owners can now add rel = “nofollow” to any typical href link and thus cause Google to ignore the outgoing link (Yahoo and MSN search are following suit)

– Pros: Bloggers love it because it prevents spamming when others ad comments, etc.

– Cons: a site owner could choose to block all legitimate outbound links

– Speculation is that Google may implement the reading of the attribute as early as their next update, which could cause some significant shuffling of the results in some of the more competitive arenas.

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