Panda Updates And The Importance of Unique Content
By Kellen Kautzman
The Panda Updates, which are Google’s way of cleaning house and providing the most relevant rankings, have made it increasingly difficult for unethical SEO companies to rank sites well. Old, spammy link building techniques are providing less and less return. Ethical SEO companies turn to well done content, whereas unethical SEO companies turn to randomizing content.
Building links back to sites, whether those links are anchor text, Facebook likes, or the site’s URL, remains the integral piece of the Google rankings puzzle, yet Google has made it very clear that duplicate content does push rankings up effectively. There are two opposing strategies that companies are employing now to get their sites ranked in lieu of the Panda updates.
Spinning (Randomizing) Content
Low level links, those being links from randomized articles, duplicate content, and profiles, show the least traction. However, when done in masse, these randomized articles provide a short term bump, which allows many SEO’s the boost they need to show clients some traction. Spinning, however, creates soul-less content that really has no long term shelf life, which is ultimately its downfall.
Sites that rank well are those that clearly carve out a niche and are supported by off site pages that draw the attention of visitors by entertaining and informing them. Randomized articles rarely do this.
Quality with Video
Creating justifiably entertaining, informative, and media rich content, which by its own merit, draws the attention of the web visitor is the ideal method. Using social media sites like StumbleUpon and Digg to measure the entertainment value of a piece of content is essential, as is incorporating video into content.
Quality used to be a measure of the written word, now quality is measured by the combined impact of the media on a page. The words, more often than not, are simply the frame of the video. Incorporating the written word with video is the most intelligent and forward thinking solution to ensure high quality rankings and should always be associated with unique content to ensure that it indexes.
Taking one extraordinarily effective page and distributing that page via multiple social media platforms is the predominate way that white hat SEO is realized. It requires creativity, intelligence, and time.
Unique Content and Panda
The take home message is that the Panda updates are simply Google’s way of pleading with users to “make better pages”. The quality and popularity of the page (I.E. how many Facebook likes it is likely to get) is a solid indication of a pages likelihood of raising the rankings of the site it links to.
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