As Google Retools its Search Engine, Content Farms Lose Traction

Opinion

If you’ve noticed a recent change when you do an Internet search using Google, you’re not alone. Google is trying to improve the quality of the results it delivers to Web searchers and in a major way.

Google is so focused on search result quality that they’re paying extra attention to items they believe negatively impact search results, including so-called “content farms” like Associated Content and eHow, as well as the practice of paying for links to help a site boost its Google rankings. So while people won’t necessarily change how they use Google to search the Web, if Google has its way, what users get back from Google is going to be markedly different.

In the search field, there is a term known as the “long tail,” which is somewhat subjective. But let’s say for a moment that we’re talking about searches with three or more words in the query. Such searches have been steadily rising in frequency and often generate results from content farms that are able to churn out lots of content of questionable quality.

Content farms typically leverage user-generated content, non-paid content contributors, or outsource content creation to low-cost producers. The result is often vapid and poorly produced. Very often searchers see these content farms ranking prominently for long tail searches, but Google would argue that searchers aren’t necessarily finding what they’re looking for when they select these results.

For Google, the solution to this problem was to rewrite its search algorithm to lower the relevance of these large content farms, and allow smaller niche sites to flourish on many of these long-tail searches. This change affected 12 percent of Google’s U.S. search results, and although searchers may not easily recognize these changes, they are certain to have a significant impact on the user experience.

Among online marketers it’s common knowledge that links are the gold standard for getting a site to rank high on the non-sponsored Google listings. This is the reason that many online marketers spend so much time and money trying to acquire links to content from other sites. To simplify a major part of Google’s strategy in revising its algorithm, a page with a lot of links from other sites and pages around the Web must be relevant to users.

Links have become so important that companies will pay … Next Page »

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Jeff MacGurn is the director of Search Engine Optimization (SEO) at San Diego-based Covario, a venture-backed software and search marketing services firm. Follow @

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  • Furqan Arshad

    THat was interesting article. I red compeletly because I wanted to know the new google strategy for dealing with spammers and people using farms!! I couldn’t understand what kind of farms these sites were using who made the bad impact on search result. if someone can explain i will be thank full to him.

  • G makes a living serving junk – in that way that are no different than McD: the more junk the more money they make. And in a way its ironic: since G is not producing any content but spiders and publishes other people’s content it could be considered a content farm itself. Search should be OS. But than again: G is not really search – it is a algo-driven censorship by a for-profit entity. They have to serve their clients (advertisers) first before user considerations.

  • Furqan Arshad

    Thanks for the reply. I understand that.. Everybody needs money so google is in everybody’s list! :P
    They are considering their advertisers more than the users….
    anyhow thanks!

  • In order to make your business website findable online, you’ll need to court Google and other search engines by doing some of the following basic things to start. Making sure your title tags (what shows up in the blue bar at the top of an internet window and in the search engine description) are relevant and unique. Making sure your meta tags (kind of like chapter titles within your website) are up-to-date and unique. Making sure you use items that search engines -like Google- like. (relevant videos, articles, documents, etc) Of course, backlinks are very important and there are so many more techniques you can use, but those are the best places to start.