Computer and Library Learning (Archived)

Google recently changed its search algorithm with its Panda update to lower the presence of content farms in the search results. A content farm generates textual content on a quantitative basis to gain higher rankings amongst search engine results pages. Consequently, Google amended its search algorithm to factor in higher quality and depth of information coverage as well when one conducts a search. Google has published its “Webmaster Guidelines” that include suggestions under design and content guidelines, technical guidelines, and quality guidelines.

Let us consider the response of eHow to Panda. Demand Media announced that it was terminating a program for user-generated content on its eHow website and seeking improved content for its how-to articles and videos. Search engine referrals to eHow dropped by 20 per cent while overall page viewing fell by 12 per cent.

Strategies for dealing with a web site labelled as a content farm may include removing content (wherever appropriate), ensuring the presence of unique content, terminate link building with low-quality sources, and develop a link building strategy that takes into account websites with high-quality, interesting content. Various organizations may feel the need to improve and increase content on their websites to achieve a higher search engine results page ranking. A side effect of Panda has been the reduced ranking of many retailer websites. Consequently, some retailers are beginning to offer an extraordinary amount of detail describing various products for sale such as chairs and tables in an attempt to regain rankings on Google search engine results page. Unfortunately, the quality of the information is not always there, resulting in a new type of content farm that Google did not foresee when it introduced Panda. Quantity trumps quality again!

Some have expressed the view that eHow made the same mistake as Ezinearticles did by removing content before checking rankings with other search engines such as Bing and Yahoo. The debate about content farms continues…