What’s Happening to My Content?
Google’s recent move to tighten its grip on third-party supplied content is sending ripples across the SEO world. For large and mid-sized businesses that rely on freelancers for website content and leverage external platforms to place thought-leadership PR, these changes demand immediate attention.
What’s happening? In short, Google is cracking down on what it deems “spammy” content designed to exploit the authority of reputable websites.
What’s Google’s New Stance?
Google’s updated “Site Reputation Abuse” policy targets instances where high-authority websites host low-quality or unoriginal content placed primarily to boost search rankings.
This often manifests as listicles, product reviews, or general blog posts contributed by freelancers or through content syndication arrangements, where the main purpose is to gain visibility and affiliate revenue – rather than provide genuine value to the reader.
As highlighted recently in Business Insider, major publishers like Dotdash Meredith and Forbes are already taking drastic measures, including cutting ties with some freelancers and even rewriting or de-indexing their posted work.
Even if this content was initially well-intentioned, if it’s perceived as primarily promotional or lacking genuine expertise and oversight, it could negatively impact your website’s overall search ranking or the SEO value of content you have secured externally.
Google’s algorithm is focused now on rewarding high-quality, original content created by entities with demonstrable expertise and authority on the topic.
The SEO Implications Moving Forward
Moving forward, businesses need to prioritize creating fewer, but significantly higher-quality pieces that genuinely serve their audience and showcase their unique knowledge.
For mid-sized companies, this has several key implications:
- External Thought Leadership PR: If you’ve been leveraging guest blogging or contributing content to external sites to build thought leadership, ensure these opportunities align with reputable platforms that have strong editorial standards. Simply getting your product mentioned in a low-quality listicle on a third-party site could now do more harm than good.
- Freelancer Strategy Re-evaluation: While freelancers can still be valuable, the approach needs to shift. Focus on engaging freelancers with deep expertise in specific areas and ensure rigorous editorial oversight for all contributed content. Licensing content or relying on content mills is now a high-risk strategy.
Navigating these complex PR implications requires a deep understanding of the industry’s best practices for content creation and dissemination. Instead of trying to decipher these intricate rules on your own, consider partnering with experienced professionals who stay ahead of these changes.
At Maracaibo Media, we understand the nuances of creating high-quality, SEO-friendly content that not only resonates with your target audience but also aligns with Google’s guidelines.
Contact us today for a consultation.
