The BBC are trialling a new widget of gossip leading up to the transfer deadline. “The system uses web search technology to identify content from other sports news websites that is similar to the content on the BBC Football Gossip Page.”
The move not only demonstrates a commitment by the BBC to ‘sharing the love’ in linking more to external sides (something the BBC Trust asked them to do back in June), but also cleverly distributes their own brand – and content (the top link on the widget? ‘Latest BBC football gossip’) by including buttons for you to embed the widget on your Facebook, hi5 or Orkut page, WordPress or Blogger blog, or Google homepage.
I’m not able to tell, however, whether the ‘Google juice’ denied in similar experiments is still denied by this. As it’s a widget, and therefore ‘pulled’ from elsewhere, I’m guessing not. But I’m sure those news sites won’t complain about the traffic they receive.
Indeed, it demonstrates once again that linking to other sites is generally a far more savvy move than not linking at all.