There was a time when building links anywhere and by any means—via social profiles, page footers, directories, anything you could get your hands on—was an effective linking strategy. With Google’s Penguin and Panda updates, this is no longer the case.
The Penguin updates penalize and de-index web spam such as linking schemes, low quality content, keyword stuffing, cloaking, and deliberate duplicate content. With Penguin, Google also purged its index of free directory submission web sites. As of May 2012, it is estimated that about 50 percent of the free directory submission web sites are no longer found in Google results.
Panda reportedly affected the rankings of almost 12 percent of all search results. This update negatively affected the rankings of scrapers and copyright infringers, as well as sites with large amounts of advertising. News websites, social media websites, and those sites with minimal ads, lots of organic links, and plenty of original content may have seen their search results improve as a result of Panda.
The Rising Importance of Content
Those of us in the SEO and online marketing industries should take note: Excessive usage of the old tactics can actually drive your rankings downward. What does help SEO ranking is high quality, original content. Posting articles, guest posts, and blogs on websites now has a huge impact on search rankings. When you’re ready to put together a content strategy, you will likely come across two types of content services that supply written content for SEO and internet marketing firms and their clients.
1. Content Brokers
This type of company takes orders for articles and puts a request out to their network of freelance writers. They usually assign to whoever is available at the lowest bid and bow out of the equation. This leaves the client to handle any editing and revisions directly with the writer. Usually, the content these writers produce is unsupervised and the client is ultimately responsible for the final product. This approach can be time consuming for SEO managers, who don’t normally have the time to monitor article quality since they are focused on other aspects of SEO for their clients. Although the SEO or internet marketing firm may save money on the articles themselves, the ultimate quality (which Google is looking for) may not be there.
2. Supervised Content Specialists
The second type of content company uses internal writers and editors and supervises the writing process. Usually, a topics creator, editor, and project manager are involved in addition to the writer. Writers employed by the content company will specialize in a few key subjects or industries, in order to provide well-researched, expert content in that area. A supervised process means that all content is edited for quality, plagiarism, and keyword usage before being delivered to the client. With a supervised writing service, the client is assured that they will receive quality content without lifting a finger. The cost is slightly higher, but the final product is far more professional than brokered content.
To keep up with Google’s quality-focused updates, you may find content creation is becoming an integral part of your SEO and internet marketing solutions. Student Experts offers a private label approach to content creation that ultimately results in better blogs and guests posts that your clients will love. When you’re ready to start delivering a content solution to your clients, consider partnering with us. We can get you started today with a free content trial (no strings attached!) to see if we are a good fit for your needs.
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