Search Marketing: SEO and the Invasion of Zombie Content

December 14, 2012 - Digital State Marketing

Here at Digital State Marketing we specialise in online marketing and SEO services and therefore make it our mission to follow and understand advances and news regarding online marketing and SEO. This keeps us ahead of the game in the ever changing sector that is SEO.

We have recently been involved in the fresh concerns of SEO and online marketers regarding website content and how this can have implications on a marketing campaign and key term rankings depending on the approach you take. We are always urging our clients to engage with their consumers through writing regular and useful blogs. This has the added impact of encouraging Google to return to the website and cache content more frequently and with this comes a authority as the algorithm recognises a growing website worth of respect.

With the arrival of the Google Panda and Penguin updates, quality content has never been more important in achieving organic search success and thus we stress this in our campaigns.

You can’t conduct SEO without a content strategy. And you can’t conduct an internet marketing campaign without an SEO strategy, nor can you conduct SEO without an overall marketing strategy.

Here at DSM we recommend that our clients upload content (articles/ blogs) on a regular basis this way businesses can engage their consumers with useful information about the business and products. As Google is ultimately looking to reward those websites which engage their users then regular fresh and interesting content will be deemed as valuable and rewarded accordingly. This is of course dependent on what is written; it should be useful and original. Content for the sake of content could have a detrimental impact on your website, rankings and SEO campaign particularly if this content is duplicated. Content in articles, blogs and product descriptions should always be interesting, user friendly, appropriate and original.

‘Zombie content’ in this context refers to dull generic content, i.e. product descriptions, dull and repetitive information which can be used across websites, for example product descriptions repeated across retail sites. Zombie content looks like content but shows very little independent or creative thought. Previously this type of content was regarded as part of the SEO strategy for some search marketing companies, the panda put an end to this and penalised websites demonstrating this. So now Google can (supposedly) distinguish useless content from valuable and original content.

As a result of SEO companies’ striving to increase content levels for businesses there is now a lot of ‘zombie’ (dull, un-inventive, repetitive) content present on the internet.

At Digital State Marketing our advice regarding content remains the same; upload fresh, useful and original material with the aim of engaging your consumers. Rewriting the same thing with different wording (zombie content) will not help your website rank.

To find out more about our SEO and content writing services take a look at the Digital State Marketing website.