With that being understood, we would like to talk about on a recent update in the digital marketing realm. Before we actually go into the fact of the matter, let us know the primary metric the internet is operating upon, which is Uniqueness of content. To many, uniqueness is a way of life, to many it is a jerk to the mental inertia that they have been equipped with in the better part of their lives. In recent times in their little digital niche they dwell in, cosy and totally unaware of the air around them is changing for sure. With the Search Engine giant Google coming up with its two sentinel algorithm Panda and Penguin which have been gearing themselves up against black hat SEO techniques, as they gather awareness and grow they are fighting against websites which are promoting duplicacy and sloppy content on the internet.
So what is the point? Something which Google is doing for itself or?
With Google’s Page Ranking Algorithm people had found ways to exploit the algorithm to their own benefits. Exploring options such as: Exploiting the concept of Page Ranks and manipulating the same to put sites on top, Keyword stuffing, Link exploit schemes, Cloaking, Intentionally putting duplicate content on their websites.
Coming to picture, the World Wide Web was and is being added with magnum amounts of noise? Noise? If we explain noise pertaining to the web we can say it is simply the content which is not serving its purpose or it is a copy of the content that was originally put elsewhere and has been copied intentionally.
Why is Google doing it? The answer to that lies in our day to day experiences with the internet, imagine yourself performing a search, what you get next are hundreds of links wanting to be explored, going by the usual trend the first five search results are usually the ones where you should find what you are searching, I mean isn’t that what should be happening? Yes that is what it should be, but are we actually getting what we had enquired? Well No and Yes, No in the sense that the search results brings up a lot of pages which are hoarded with the keywords which our query initially included but are of no use to you and yes in the fact that a genuine search result does bubble up but it definitely relies on you patiently discovering it by exploring maximum number of search results.
So in a nutshell, Google wants to give you genuine content, content which is natural, engaging and more essentially it relates to your query to the maximum.
Ok so how are they doing it? , What about the Panda and Penguin?
Panda and Penguin are simply web spam fighting algorithms and have been put to siphon out spam from the internet and an initiative to bring the user genuine and natural content. Though very clearly Google is being very secretive about how the duo operate, but since the time they have been hanging around they surely have caused damage to many sites who are actually not contributing to genuine content growth on the internet.
With Panda Google wishes to target on two aspects, one targeting on Scraper sites, sites which simply pull content off other sites usually through automated means, the latter focuses on the concept of “content farms” which are places with low quality or sloppy content. More on that we would say that a content farm focuses on the popular niche searches and creates content tailored specifically for these searches, which would actually mean they are creating content in accordance to what is trending, which to a great extent negates the purpose of asking a question on the internet.
If we were to analyse the stats of the two spam fighting techniques, we could definitely say that Panda is way more offensive than Penguin for the moment, but the Penguin is catching up.
What about sites? Which are being wrongly penalized or for over optimization?
Though if we go by the survey metric, when Google asked several users to go over through around a million websites and classify them as spam or not? The results they got, shared with the results of the new algorithms were to a great extent common, which in turn confirmed Google that the spam fighting techniques were heading in the right direction, but surely, there are some grey areas which still need to be worked upon and there are websites which have been mistakenly penalized by the search engine giant. To resolve that Google has set up a reconsider link, where you can submit requests if you think your website has been wrongly penalized. Besides this a forum to hear grievances and to get feedback has been setup.
So what does Google want? And is SEO dead?
With a slight modification to this question I answer this question, Let us not ask what Google wants us to put up on the website? Rather focus ourselves and our resources to bring about a great website which the users love, they tell their friends, they book mark, comeback to, and maybe visit over and over again. In short get creative and informative. Web content which creates awareness and enhances quick business transactions. SEO techniques are not dead and they never will be, but techniques which one can classify as black hat SEO techniques are surely to face a setback because primarily they are serving the purpose only for their practitioners and not for users for which they are actually meant.