Kung Fu Panda: Google Quietly Released Another Content Killer Update

kung fun panda

PR professionals that belong to integrated agencies, listen up! You hear that? It was a big Google update that whizzed right by you.

Less than four months after we spoke to Prezly’s Gijs Nelissen about learning Panda 4.0, the dudes in Mountain View switched things up on us again. And it’s important that we all stay up on these updates.

Did you know that, depending on the region or the website, this update affected about 3%-5% of all search queries? Was your client’s blog blasted? How about their website? Do you know what “thin content” is, and are you guilty of promoting it?

Those answers after the jump [cue scary laughter]…

Panda 4.1 — the 27th panda in the series — provides a filter designed to penalize “thin” or poor content from ranking highly in search resultas. Why did the update get so little attention? For one thing, Pierre Far, Webmaster Trends Analyst at Google UK, announced the birth of the company’s newest cub on Google+

Why? Once again…spam.

An unfortunate truth: quote a few people who have no business writing for the Web unintentionally create bad copy. Many of them happen to be PR people who, in an effort to help clients get quick results, produce low-quality content. It may be AP-compliant and friendly with punctuation, but it’s thinner than Kate Moss at. Like, Kate Moss on a bad day thin.

Websites that produce “thin content” are usually the same sites that do not publish their own original content. Instead, they pump out “mirror images” of material. The practice was once considered a great way to skirt on work but still get results.

We have to commend Google for attempting to discourage it.

We’ve said it before and we’ll say it again: Google is forcing PR pros to become better writers. We should all be thankful for it. But if you want your clients to be thankful for it, you should learn more about these pesky updates.