Google To Mark Inadequate Web Content

Last week’s announcement that Google has obtained a patent for technology software to help identify ‘inadequate content’ is a wake up call for businesses and their web design and marketing agencies to improve uploaded content quality and focus on niche long tail search phrases.

Increasing market segmentation is being driven by a combination of consumer led search behaviour, such as the use of highly specific channels, made possible through the emergence of mobile applications and the Twitter social media platform of 140 character messaging.

The launch of iPad and the tablet format, hot on the heels of iPhone and smartphone, and the push for users to access dedicated content download shops, all point to the ratcheting up of ‘quality’ niche market content provision within online marketing campaigns.

Business owners who have simply relied on a basic SEO approach to producing large quantities of low quality content or concentrate their budgets almost totally on PPC, and bidding on commonly used generic keywords will likely be most affected. Companies who sustain longterm ‘organic’ marketing strategies to drive specific long tail keyphrase traffic will most benefit.

A recent report revealed that social media traffic referral, specifically to blogs, had increased by a staggering 50 per cent. The study showed that Twitter/ Facebook /social network users were sharing quality long tail content, and this behaviour is predicted to increase, emphasising the importance of content’s ‘social journey’.

The link building of niche communities around long tail topics, identified by Google’s increasingly sophisticated algorithms, is intended to enhance a web user’s search experience in their specific long tail search term enquiries. Businesses will need to seriously address their site optimisation approach and invest in quality written content provision to keep visitor traffic interested in the long term.