Panda, Penguin and Hummingbird has hammered the SEO industry and now everything has changed. Now, below average content will no longer get you any scores for higher SERPs. Spun articles are no longer effective. They were all the rage at one time and it was a relatively cheap way of creating tons of content. But if you are still using them in your campaign now, Google will penalize you. So because of that, SEOs turn to manually created content by hiring writers usually outsourced from English speaking third world countries such as India and Philippines for low cost pay. Hey, sometimes the articles are bloated and lacks enough useful information, but at least they make sense right? More importantly, Google will not recognize these as spun article. But is investing a huge percentage of resources on “passable” content really the safest bet for SEO purposes?
Let’s be honest, your passable content will not get much circulation, shares, or likes. Not a lot of people will read them. They may have good information, but they will not be the first resource people will go to. Google seems to be poised to crack down on these types of lack luster content.
Where Google Is Heading On The Issue Of Content Quality
Right now, Panda is not yet able to detect low quality content properly. And it is also true that currently, there are still lots of so-so content that turns up in SERPs. Some might think this only means that there are not enough “great” content out there yet.
However, we have seen that Google is seriously gunning to make algorithms that target audience engagement actions (such as sharing, likes, commenting, etc.). We are seeing this clear trend that they are going for recognition of great content. The goal is to be able to measure factors showing which content is useful. For example the way Google plus has been affecting web ranking offers us a clue on how the search engine is going towards this direction. Many SEO experts agree on this point and this is seen in the relation between Google plus likes and SEO.
Why Passable or So-so Content is a Risky Strategy
If your content is not going to get engagement, then Google will most likely recognize it and tag it as bad content. This is why it may not be a safe bet for SEO to rely on passable, so-so content.
With Hummingbird, we see that specific search queries are getting SERPs that show more generic results instead. This is another reason why the tactic of writing passable content based on bankable keywords is not really going to be that successful anymore. Consider also that so-so content will never gain traction online and therefore cannot generate links.
To summarize, writing large amounts of passable articles has become the next step for many SEO professionals. And when you read the signs, you can be sure that the next target within Google’s crosshair will be these passable or so-so content strategies.