Google Rankings - Spam vs Unique Digital Marketing Content

Many digital marketing specialists have recently pointed out that they are seeing more spam in Google search result pages today, than previously. But is what they say actually happening? Not according to a Google blog post. The truth is that controlling spam on the search engine is a challenging task, which Google has had to deal with from the very first day of its launch. Spam is very difficult to do away with, and the battle to control it continues to this day.

Why PageRank Is Not Always Effective

PageRank is a link analysis algorithm used by Google, which assigns a particular weight to each element of a set of linked web pages, to measure its relative importance within the set. Generally, PageRank gives a higher score to web pages that receive more links, with incoming links from highly ranked pages getting a better value.

PageRank is 'keyword independent'. This means that it enables Google to compute search engine rankings much before a person actually runs a search for a particular keyword. As the process for calculating rankings through PageRank can be so computationally intensive, a lot of time is saved when calculations are made just once.

There is just one downside to PageRank, which could affect digital marketing campaigns in a negative manner. Many websites may place links to a particular page for reasons that may have nothing to do with keywords. This is how certain pages manage to rank high for a certain keyword, when their content may be totally unrelated to the query entered. Also, PageRank is unable to distinguish between pages that refer to many topics, but may actually be an authority on only one of the mentioned topics.

For example, if you run a search for the term 'newspapers' on Google, rather than getting a list of the most popular newspapers in the world, you will receive a page displaying links to pages that list different online newspapers. This is mainly because these pages have received more incoming links than the websites of various online newspapers.

Because of this hitch, many digital marketing professionals as well as other searchers have been finding irrelevant pages in search results for high paying digital marketing keywords.

Google has always had some weak spots, which have been exploited by digital marketing companies running SEO campaigns as part of their digital marketing strategy. A great way to get rid of spam would be to filter out listings of commercial websites from organic results, and create a special search engine feature where people can search for commercial listings only. This would also help digital marketing companies get better SEO rankings and more targeted traffic for their clients, as they would no longer have to compete with organic results.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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