Google is moving to reward well-written and relevant content, so keeping your website on the safe side of the bamboo-chewing algorithm is a key part of staying top-of-mind with consumers, since ranking well on a Google search has become the single most important aspect of online marketing.
The most recent change to Google's ranking machine, the Panda Update, is hitting the international online marketing and SEO community hard, and suddenly declared worthless hours of article syndication and link building. With its new sweet-tooth for quality content, Google is making a break from standard online marketing practices that have been successfully pushing products on search engine users for years.
A lengthy list of questions have been posted by the search-behemoth in an attempt to clarify what the Panda update is about. The main considerations, according the Google, when evaluating content should include:
- Are the topics driven by genuine site reader interests, or does it generate content by guessing what might rank well in search engines?
- Does the site have redundant articles on the same or similar topics?
- Does this article have factual, stylistic, or language errors?
Or does it?
Normally email newsletters that you distribute have no impact on your sites page authority, since they are sent directly to a subscriber’s inbox, which doesn’t get crawled and read by Google. However, newsletters (or parts thereof) get forwarded to friends, shared socially or can be referenced, republished or repurposed or in any number of ways. You may be in the practice of adding HTML newsletters to your own website. Google will see this and consider it to be a part of your domain’s standard content.
There is an excellent chance that your email newsletter could at some point or another fall under the Panda’s pouncing peer, whatever the case may be.
Google’s unleashing of their new verb-savvy pet may not be as much out of the good intentions they have claimed in the press - which they say relates to eliminating black hat SEO practices and ensuring that readers are directed to the best and most relevant content mathematically possible.
Social share is going big and the search empire is ever aware that their iron grip on site ranking is slowly slipping. Bite by bite, Facebook is devouring typical search engine bread and butter. Due to this, Google is kicking up algorithmic fur to try and fend off what seems like an almost inevitable downturn.
It’s still business as almost-usual for now though, as the Panda is king of numbers. Our advice for the next time you build an email marketing newsletter is to take steps to create impactful, quality content, to increase the chances that you're out of the grips of the panda's claws.