You may or may not have heard, but Google rolled out a major update to their search engine algorithm last week.
It’s impact is being felt by thousands of online businesses and marketers, many of which went from huge amounts of free traffic to next to none.
It’s being talked about all over the web and although I usually don’t have too much to say about Google algorithm updates there seems to be an almost ‘mass hysteria’ about this one.
I’ve been getting emails asking for tips and questions on what I think about the update so I thought I’d address this here.
First of all, here’s a link right to the “Official Google Blog” so you can read all about it directly from the source:
http://googleblog.blogspot.com/2011/02/finding-more-high-quality-sites-in.html
The type of sites that were hit the hardest were those that had what they’re calling ‘low level content’ or little unique content on them. Or at least that seems to have been the intention with this update … Google doesn’t always get it right, especially not right away. But that was the main intention with this update.
Here’s their quote taken right off their blog:
“This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful.”
So a few of the sites that saw a decline in traffic included many article directories, the biggest one being ezinearticles.com
That means the folks who were publishing content to article directories and trying to get traffic from people clicking on the link in their resource box likely saw a very significant decline in traffic.
Although it’s a shame, this was never a very good strategy, because it’s always better to invest in your own business (or website), not someone else’s. By writing good content and placing it on a site you didn’t own, you were building up someone else’s business in the hopes of getting a little traffic to yours.
Unfortunately, now the amount of traffic you’d expect to see from this strategy is even lower, making this already bad strategy a real stinker of a strategy now.
So hopefully you weren’t doing this.
If you’ve enrolled in my SEO training I spent a good deal of time talking about this and why it was a bad idea. So I really hope my clients and even those of you who read my blog weren’t focusing on this method of traffic generation.
I’ve also spent a great deal of time talking about how you need UNIQUE content for your sites. This is something I noticed made an impact even as far back as 5 years ago. It’s even more important now.
I know there are people saying their sites with duplicate content weren’t impacted, but the whole goal of this Google update seems to be to knock these sites way down in the rankings.
Google will eventually get it right.
So if you’ve got sites that you’ve invested time building links to, but don’t have much unique content, I’d start getting some written ASAP.
OK, so how were my sites impacted from all this? Not really at all.
The update seems to have been ongoing throughout the month of Feb and most people agree was *officially* rolled out on Feb 24th (that’s also what the Google Blog says so I’m going with it). Here are a few traffic stats from sites during Feb that get ALL their traffic from the search engines…

The average unique visitors to this site per day in Feb was 654. As you can see, on Feb 24th (the day of the big update), my traffic was higher than average.
I put “Friday and Weekend” on the 25th, 26th and 27th because I ALWAYS see a major dip in traffic every weekend. That’s just how it works with the markets I’m in. But according to the screenshots, my traffic came back up on Monday so you can see that my traffic is holding up just fine.
Here’s another screenshot from a different site. This one gets a really similar level of traffic and earns a good deal of money every month…

Average visits per day in Feb for Site 2 was 641. It’s the same deal, my traffic is holding up for this site. I looked at a few others and everything seems fine. My earnings are also stable so everthing’s running along fine.
Here’s what I do though … I have unique content that’s written around keyphrases people are actually searching for. I don’t use ANY shortcuts for this other than by doing extensive keyword research and then pay outsourcers to write high quality content on those topics (I used to write the articles myself, but at this point, I don’t really write anything for any sites other than this one).
I make sure the freelance writers who write my content can write well and will do research on the topic. If the articles I get back are full of typos and errors I don’t use that writer anymore. If the articles don’t include any research or value to them, I also don’t use that writer anymore. The one’s who do those things, I keep giving jobs to, try to treat them right, am happy to be a reference for them, and try to help them out as best I can.
It’s really that simple.
If you’re writing all your content on your own, make sure the content is readable and has some value to it. If you do those things then someday in the distant future when Google gets smart enough to figure out which sites offer value and which don’t (and will be put in the ‘low level content’ pile), you won’t have to worry. Who knows if and when they’ll get there, but that’s their goal.
Here’s another quote from the Google blog that pretty much sums my point up:
“At the same time, it will provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.”
So lucky for me, I’ve been doing this.
I do want to point out that right now it’s easier to figure out which sites have unique content on them than good content at this point, but I can guarantee they’ll get there. It’ll probably happen by Google looking at how long visitors stay on your pages than with the actual content on your site, but that’s a good indicator of the value a site has to offer and something that would be pretty easy to figure out how to measure.
The other thing I do is to build a lot of backlinks using a variety of anchor text. This helps things look more natural. It also gets me a lot of traffic because each page might rank high for dozens of keyphrases, not just one.
Here’s an example of the type of traffic I’m able to get (again, this one is ALL from search engine traffic)…

Average visits per day in Feb was 2629. Some days I get as much as 3,500+ unique visitors a day. Even after the Google update, it’s doing just fine.
Again, I marked Friday and Weekend on the 25th, 26th, and 27th because I always get a dip in traffic on those weekend days. But my traffic was back just as strong if not stronger on Monday.
As you might guess, I wouldn’t have even noticed this Google algorithm update if it hadn’t been for the emails I’ve been receiving. And that’s where I want you to be as well. I hate having to worry about things, especially my income so I try my best to safeguard it. It’s up to you to whether you want to safeguard your business or try to outsmart Google.
Believe me, I’ve tried to outsmart Google in the past, but wasn’t very good at it, so now I just try to think about where they’re heading with their search engine and make sure my sites fit that model.
It’s actually a lot easier
Another thing I do is make sure I get links from a variety of sources and would like to think most of these sources are on the up-and-up (meaning, I’m not spamming the internet for links). I’m not 100% convinced this update targeted low level link building (despite what I’ve read online in between the bouts of mass hysteria), but I’m sure Google is heading in that direction. They’ll eventually get there too.
I’ve gotten a lot of my links from article directories, but I wasn’t submitting articles for direct traffic, just for linking purposes. There’s a huge difference here. If I were submitting for direct traffic, like I mentioned earlier, I’d be seeing maybe 10 times less traffic right now.
I’ve heard a lot of speculation about this, but it seems to me even if a site like ezinearticles.com isn’t ranking as high as it was, the links you got from it still give as much weight as they did before. I’m 95% sure of this due to what I see with my sites so I plan to still use article marketing as a form of link building.
I’m going to predict that a lot of top article directories will start only allowing unique content on their sites and will have more strict regulations in place for the quality of the content they accept. If they do, then fine, I’ll get unique content written up for the top few and bet that will be worth the extra effort.
And I really only suggest using article directories for backlinks as ONE part of your link building strategy. You should also use directory submissions (despite what you may have heard, they still work), press releases, bookmarking, RSS feed submissions, third party sites, contacting webmasters for links, and other quality link building methods. Plus as your sites start rising in the search engines and people visit them, you really will get people linking to your sites without doing anything as long as you have some quality content.
Ways of getting links that I don’t think are very efficient include; spamming for forum profile links, spamming blogs for blog comment links, and other stuff I probably don’t even know about. These are what I consider to be low quality links and I think they’ll eventually not count for too much. But again, I don’t think this update targeted these. Start diversifying your link building now and you should be OK later on.
Essentially what I’ve outlined here is basically what I’m doing. It’s a crash course taken right from my SEO training — the InlineSEO System. It’s what I’ve been doing for a number of years and I’m sure I’ll continue to do for many more in the future.
I’m not getting penalized by the search engines simply because I’m building sites with value. No algorithm change will EVER be directed toward sites that offer value. So if you get that right, you will always come out ahead in the long run.
All the best…
Lisa