Posted to Volacci's blog on February 28th, 2011

Google changes search algorithm, demands better content


"Google depends on the high-quality content created by wonderful websites around the world, and we do have a responsibility to encourage a healthy web ecosystem," said Google fellow Amit Singhal and engineer Matt Cutts Thursday on the official Google blog.

This statement is the foundation for a huge algorithm change Google Inc. made last week to produce higher search rankings for higher quality sites and lower rankings for lower quality sites. The change, according to the blog post, will affect about 12 percent of all Google queries, providing better rankings for sites with original content, thorough reports, and "thoughtful analysis", among other things.

“Content farms” -- sites concerned more with volume and visibility than useful and compelling content -- are assumed by many to be the target of this algorithmic change and accused of rigging the rankings with less-than-useful content.

Content is King
So you’re wondering how you can create visible AND compelling content on your business website without dirtying up the “web ecosystem”. It’s not rocket science, but it does takes some planning. Here are a few solutions.

-Create a content database. Having an article, photo and video database is not a bad thing, as long as it offers your visitors something useful and relevant. Start a blog (we did!), write help articles and post videos for visitors looking for information about your industry, and truly show that you are an authority in your field.

-Use your keywords, but don’t let them get in the way. Few things are worse than drafting illegible copy to reach a keyword quota. Don’t get me wrong, keyword incorporation is important, but good writing is more important. Post concise, grammatically sound copy that you would read if roles were reversed. Oh yeah, and be sure to include a keyword in the headline, as search engines are more likely to notice a keyword in a headline.

-For all of your website needs, use an open source content management system with solid SEO capabilities, like Drupal 6. Drupal 6 allows the user to quickly optimize each and every post (Meta tags, page paths, links, etc.) for increased visibility. It’s as easy as downloading the module for the desired task. Everything you need is at, and if you want our help optimizing your site, we’d be happy to help.