Twelve years in the past, the web optimization world was formally rocked by a … Panda.
No, not the cuddly black-and-white creature. On February 23, 2011, Google’s Panda algorithm replace rolled out.
And all the things modified like that. ::snapping fingers::
Again in 2011, Google was a distinct place. Seeing low-quality content material positioning was widespread. Skilled web optimization writers had been competing in opposition to “content material spinners,” who would write one article for a low month-to-month price, swap out the key phrases, and create 9 extra.
An article about “one of the best tennis sneakers for ladies” became an article about “one of the best tennis sneakers for males” and “one of the best tennis sneakers for teenagers.”
Similar article, totally different key phrases.
Some companies thought content material spinning was the reply to their content material prayers, they usually’d by no means must pay a “actual” author ever once more.
(Sound acquainted?)
Right here’s how Google’s Panda replace modified all the things
As you’ll be able to think about, folks hated looking via crap Google outcomes to seek out solutions to their search queries.
Google didn’t like this case both. In any case, who desires to make use of a search engine (and click on on its money-making adverts) if the outcomes are crap?
So, Google modified the sport with one algorithmic replace. Immediately, low-value content material that used to place was nowhere to be discovered.
I do know enterprise house owners who closed store due to the Panda replace. Someday, their web site had nice positions and drove tons of site visitors…
The following day, their positions disappeared, and enterprise dried up.
Ouch.
web optimization writers post-Panda replace felt vindicated. Google DID need high quality content material. Our expertise DID matter. Firms had been hiring content material writers once more.
Quick-forward to right this moment and other people’s (comprehensible) concern about AI content material flooding Google’s index.
At the very least as soon as a day, a author asks me if their job is secure and if web optimization is right here to remain. Their query at all times flashes me again to these Panda days.
What I say is…
web optimization (and web optimization writing) isn’t useless but.
Listed here are two the reason why:
First, Google has already proven that it doesn’t desire a bunch of low-quality content material positioning within the prime ten outcomes. Firms gained’t have the ability to generate twenty articles a day through ChatGPT and see that content material mechanically place.
A flesh-and-blood author (such as you) would want to overview the content material for accuracy, add further content material AI didn’t embody, and supply an emotional hook (as a result of AI, like a few of my exes, doesn’t do emotional properly.)
Relying on the competitiveness of the search question, you’d in all probability must spend important time on an AI-produced article to make it “stand out” sufficient for Google.
It could be like modifying an article created by an intern. The bones could also be there, however the article wouldn’t be prepared for prime time.
The second purpose is that Google’s Search High quality Rater Tips now mentions “expertise” as a part of the E-E-A-T tips (Experience, Expertise, Authority, and Belief.)
Right here’s extra details about Google’s Rater Tips. Excessive-quality content material has good E-E-A-T.
Our ChatGPT overlords can’t expertise a SaaS product and write a overview. Nor can it present a technical insider quote clarifying a complicated idea.
ChatGPT is sweet at parroting again different folks’s earlier writing. It’s not good at creating thought-leadership (or technical) content material that requires a human contact.
Will writers must know ChatGPT prompts? Certain. However they’ll additionally want to grasp the right way to write copy and run aggressive intelligence the old style approach.
The web optimization writing world has seen a majority of these shakeups and corrections earlier than. AI might change our content material writing course of, nevertheless it gained’t change all writers.
Simply the writers who let the robots take their jobs.
So, you’ll be able to chill out if you happen to’re freaking out considering Google’s search outcomes web page will get flooded by low-quality, AI-produced content material.
Google has been right here earlier than. We’ve been right here earlier than.
And Google is pushing for content material high quality much more than it did again within the day.
The extra issues change, the extra issues keep the identical.
As I used to be about to ship this to my editor, this text about web optimization being alive and kicking in 2023 — and past — hit my feed. Yup, I’m not the one one who thinks web optimization is secure.
What do you assume?
How has your content material technique modified now that AI content material is extra mainstream? Are you sharpening your expertise? Or are you freaking out? Go away a remark and let me know.
