Google is not at all vocal about the changes they make to their algorithm, however, on 8th March 2017, a huge number of website owners and digital marketing agencies witnessed significant changes in the traffic and rankings of the sites. Digital marketing strategies are continuously changing and digital marketers around the world are obsessing over the punishments by Fred update.
What is The Fred Algorithm update?
Barry Schwartz, the CEO of RustyBrick and the founder of Search Engine Roundtable clearly related his findings on Fred update in a blog post. The update was confirmed by Google’s Webmaster Trends Analyst Gary Illyes.
Google did not really explain the change but Barry studied the seventy affected sites and his findings were:
- Sites were all content based but not a single one had relevant and informative content.
- Numerous ads were placed on each of the sites.
One thing is pretty clear; most of the sites hit by Fred were created with the sole aim of generating revenue from ads.
As per StatCounter, the site owners should use a spam tool checker and remove all the doubtful links. The “good” backlinks should appear rationally and in reasonable volumes. At the same time, the low-quality pages should immediately be worked on by adding or rewriting the content.
BPO companies in Australia were hit by this update. In fact, the Best BPOs in Australia complained that their sites did go down on 8th of March.
How to avoid the Fred penalty?
Google has always been a great advocate of quality content and this isn’t the first time it has rolled out an update to penalise low-quality websites. The best way by which you can heal the scars is by focusing on curating in-depth, authoritative content for your site. Update the old content and obey the latest quality guideline of Google. Follow the webmaster guidelines strictly and keep the black hat techniques out of your To-Do list.
Digital marketers are aware of the importance of creating quality content but often time is a barrier. As per Pam Dinder’s post in Content Marketing Institute, “Compelling content is king, and creative development is queen, and the royal couple requires cultivation and time”. In order to increase the productivity of the Content team, follow the process stated below:
- Define the objectives of the campaign.
- Brief the creative team and the content writers thoroughly.
- Prepare three to five options and sit with the team to decide upon the final one.
It is not really an easy task to maintain the creative quotient while producing commercially viable content. A brainstorming session can help you to get a list of trending topics, which your content team can work on. Forceful insertion of keywords will ruin the article, hence one should not use more than 2% keywords in the content. Google treats each page of your website as a separate entity; hence the content you have already used in a particular page of your website should not be replicated in any other page.