Google Penguin, a Focus on Better Content

In late April Google activated new ranking algorithm changes intended to help rid the world of sites and blogs that link excessively, with no regard for quality; engage in keyword stuffing; an/or publish lots of meaningless content in order to get search engine traffic.

Whenever Google rolls out changes to their search/ranking algorithms, a lot of people take notice. And a lot of those people also freak out – I’ve heard stories of small businesses laying off workers in response to the Penguin changes – but I’m pretty happy about them (well, what I know about them so far), and here’s why:

They put the focus on quality content writing.

No more clogging your content with keywords, just for keyword clogging sake. Now SEO is about giving your site visitors relevant information in a clear, concise manner and using keywords when appropriate. Try to cram more in there than necessary and you might even get penalized or removed from the search results, altogether. Focusing on useful, helpful, and educational content that provides real value will keep visitors interested and coming back for more and now, maybe more than ever, it will also keep search engines happy. This is a beautiful thing.

As a writer in the digital world, I’ve spent years arguing for relevant, engaging content that really deserves to be published. At a former job, which I held from 2002-2008, my role went from that of copywriter, editor, and proofreader to something more akin to assembly line worker –  just another cog in the machine, pushing blog posts, articles and advertising copy down the pipe toward publication without any concern for quality or content. It wasn’t that I stopped caring about the work I was producing; but my bosses and our clients certainly did. More was better, cheap SEO was the way to get traffic, and, eventually, my entire department was eliminated as management shifted to a “quantity over quality” mindset that didn’t see the benefit in an editorial department.

With Google bringing us all back to well-written, truly informative content, vindication is mine! Gosh, I love being right.

What do you think of the Penguin updates? Is your company finding it difficult to adjust to the changes or has your focus always been giving the people what they want (quality!) rather than caving to the SEO gods (optimization at all costs!)?

Check out some related info:

  • Good Design Starts with Good Content – Our report on the balance between design and content details ways to ensure you’re providing site visitors with quality, readable content that’s supported by successful web design.
  • SEO Myths Debunked – We cover our favorite myths and point out how to spot peddlers of misinformation.
  • Does Google take manual action on webspam? – Answers from Matt Cutts, Head of Google’s webspam team.
  • Five Common Mistakes in SEO – With special attention paid to Mistake # 4, which starts around the 4:45 minute mark.
  • Google’s Webmaster Guidelines – Following Google’s design and content, technical, and quality guidelines will help the search engine find, index, and rank your site.
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