The Evolution of Business with Google
In recent years, major enterprises that thrive off significant pageviews have found a unique synergy with Google. This relationship rests on the pillars of Search Engine Optimization (SEO) and Adwords. Google empowers these businesses to have a substantial presence in long tail search engine results pages (SERPs). In return, these businesses boost Google’s revenue, especially if they’re an active Google Adsense partner.
Case Study: Demand Media
Demand Media stands as a testament to this business strategy. The idea is simple yet effective: identify trending search queries, generate content in large volumes that align with those queries, embed Google ads throughout this content, and the result? Websites like eHow.com, operated by Demand Media, feature on the front page of Google’s search results for countless queries. Remarkably, Demand Media is set to generate an estimated $200 million in revenue this year, with a substantial chunk coming from Google Adwords.
The Dual Role of Google: A Question of Integrity?
While this business model sounds captivating, it brings forth an essential question regarding Google’s dual role. Does Google maintain an inherent conflict of interest by driving traffic and revenue to these mass content sites and simultaneously benefitting from it? The strategy would collapse if the content didn’t secure a high ranking on Google’s search pages.
Over the years, those within the SEO industry have frequently interacted with Google product managers regarding SERP rankings. Consistently, Google’s advice to publishers is to prioritize user-oriented quality content rather than tailoring specifically for the search engine. Google’s rationale? Quality content will naturally secure top spots on its SERPs.
The Contradictory Signals from Google
Yet, there seems to be an inconsistency. Demand Media alone produces around 5,000 articles and videos daily, targeting Google’s ranking. If Google genuinely champions content creation for readers instead of mere SERP ranking, why does Demand Media’s content consistently rank high?
One theory suggests that for numerous long tail searches, Demand Media’s content suffices in quality. Most Google searches include terms that may not be very popular. Content farms, such as Demand Media, cater to these specific, less searched terms with content that, while not stellar, is unique and SEO-optimized.
The Underlying Dilemma: Content Quality vs. Quantity
Therein lies the conundrum. Google, which propounds creating reader-focused content, also benefits financially from content farms that primarily use Google Adwords for revenue. The evident contradiction poses a challenge for publishers: should they invest heavily in quality content, or should they capitalize on the content farm model which, while being cost-effective, also garners considerable attention from Google?
If content can be crafted to rank high on searches and manages to be distinct and passable in quality, then perhaps Google might just reward it handsomely.
Looking Forward: What Awaits Online Publishing?
As the landscape of online publishing continues to evolve, the future remains uncertain. Will content farms dominate, or will quality content reclaim its rightful throne? Time will tell.
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