"Basically, we’re looking for high quality content. So if you think you might be affected by Panda, the overriding goal is to make sure that you’ve got high quality content." - Matt Cutts
'High-quality content' is the crux of all modern search techniques. The traditional SEO ranking methods of cheap link-building by spinning content across multiple free submission sites *pause for effect* is OVER.
The phenom of social media has fanned the flames of content-driven SEO. In age where half the UK population is internet-literate, website clicks have become more precious than ever - so good copywriting and newsjacking have become paramount.
“[High quality content is...] the sort of content that people really enjoy. You know, the sort thing that they’ll love to read, that you might see in a magazine or a book, that people will refer back to or send their friends to.”
If your website is stuffed with a dense proximity of cheap keywords - what Google's old spiders used to crawl through and index - then your site will slide down the results, or worse, take a penalty that wipes you off the map. But, if you can create engaging, considered content (you might need to hire a good blogger/copywriter) then you will be right as rain. It will also protect you against those unscrupulous types that pinch your content!
Here's the man himself, the venerable Head of Spam, giving you the full lowdown.
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