Google is in the process of rolling out its Panda Update, an algorithm change that is set to reduce the value of content farm links. Across the web, you'll see blogs about why this might be, the changes that will occur in the algorithm and numerous stats and figures documenting the affect the change has already had in the US.
But what do the changes mean to you and me — and, more importantly, to our businesses?
Managing the farm
I'd like to start, as all good explanations should, at the beginning. You'll no doubt be hearing a lot about “content farms” — essentially, these are websites which seek to gain traffic by seeding content which ranks highly for long tail keywords and search phrases. They typically use advertising as their revenue stream and therefore tend to feature a lot of adverts and not much real substance.
There has long been criticism of Google for the apparent lack of policing over these sites, which essentially “pollute” SERPs (search engine results pages) with poor quality content. The Panda Update intends to reduce the value of these pages, thus pushing them down the rankings and providing better search results for Google's users.
Great news, wouldn't you agree? Removing bad content and allowing for good quality content to rank higher — happy days!
And you know your website has good quality content, so you can only benefit – right?
Well, not exactly. Even though you're probably pretty sure that your content is of a high quality, it's not just the content farms that will suffer from the changes – nor will they suffer entirely.
Here's what the algorithm change will mean for you and your business:
1. All pages need to be high quality content
The higher the proportion of high quality pages on your site, the better you will rank. So it's really important that every page of your site is of the highest standard. That means redirecting, or removing entirely, those poor quality pages and replacing them with well-written, useful content that appeals to your end user.
2. Social validation will be more important than ever
Social validation is the trust we have in content or a brand based on what our friends and networks tell us. Google will be looking at how your content is shared and “liked” to ascertain whether or not people thought it worthy of recommending to their friends. You can help this by making social sharing easier (add social share buttons to your site) and by providing useful content that people will want to pass on to their networks.
3. Article marketing will get creative
The Panda Update means the common practice of seeding content through “content farms” will be devalued and sending out the same press release or article across the web will be pointless. Instead, you and your marketing team will need to seek relationships with influential bloggers, guest blog on relevant sites and generally ensure that every activity you do around link-building provides real benefit to your end user.
So what is “quality content”?
For Google, this will most likely be defined by the following attributes:
- Good click through rates – after all, if people click it, it must be useful, right?
- No ads above the fold – you may have noticed that a lot of sites which are based on advertising will advertise to you before you even start scrolling. That just tells Google that they're only after your traffic for advertising purposes.
- User engagement – as I mentioned, this will be about social sharing and external links to your pages. So make it sharable!
So do keep an eye on your Analytics — and don't be afraid to cut the pages that just aren't performing well.
Laura Hampton is a copywriter and online marketer at Zabisco, a digital agency in Nottingham
Find out more in our section on SEO — packed with useful information and advice.