Original content is the gasoline that propels the search engines.
So Google is hammering original, quality content down our throats. The penguin and panda updates have shown an intolerance for spammy links. Unless you’re a sub-par marketer or unsavory business, this seems simple and fair. What can be bad about Google encouraging people to be an authority figure in their industry and show that expertise by creating original content that proves it? Well, what if you’re a small business owner that does’t have the time or resources to produce pages and pages of original content?
Let’s backtrack a little before tackling the question as to whether or not Google is promoting a system that is pushing out small businesses. It wasn’t that long ago that businesses relied almost entirely on word-of-mouth advertising. Two hundred years ago a blacksmith may have not even have had a sign that stated he existed. His work was his marketing plan. If he made a great product and the customer tells others, his business will grow, if he doesn’t, his family is hungry, easy enough. So along comes another blacksmith who does the same quality of work, except he has…..a sign. He is getting equally good word-of-mouth advertising, but he is additionally getting many more new customers because of the signage. The first blacksmith might think putting up a sign is too flashy or he doesn’t have the time or resources to construct it. So he doesn’t evolve, maybe his business plains off, or maybe the other blacksmith slowly absorbs all of the blacksmithing market in the area because with his additional revenue he can afford modernized tools and additional employees, leaving the first blacksmith out in the cold. Now a third blacksmith enters the market, and he is passing out fliers………..You can see where I’m going. Evolve or get out of the way.
So that brings us back to Google’s mysterious algorithms. In no way, shape, or form do I feel like they are pushing small businesses out of the online marketplace. I feel like they are drawing a line in the sand. They are saying with their recent updates, if you don’t have the time and resources to prove yourself a “playa” on the web by creating original content, then we aren’t going to make it easy for you to be there. No more link building, it’s time for link earning. No more buying into crazy directories or keyword stuffing. Just create original content that interests people, thus showing Google you are invested in your business and are ready to evolve.
Maybe businesses that are reluctant or not able to create original content are right not to do so. Maybe someday people will look at organic content creation the way we look at black hat methods of 10 or 15 years ago. My guess…rewarding original content is here to stay and will continue to evolve in this general direction.
If Google is pushing small businesses out of the online marketplace, then sign makers were pushing the afor mentioned blacksmith out of the horseshoe making market 200 years ago. I don’t think old-time sign makers or Google were out to make anyone fail, they are out to make their businesses grow. Evolve with original content or get left behind.
Guest Post By: Quincey Price is the Communications Manager and Marketing Consultant at Rocky Top Media. He has been providing content and communications management for the website design company for almost a year.