Google changes everything, making good content the winner
Marketing insights from one of Australia's leading Professional Services Marketing Specialists, Rebecca Wilson, Stretch Marketing's Principal Marketing and Business Development Consultant.

Google changes everything, making good content the winner

If you are using Search Engine Optimisation (SEO) tactics that seem a little “confusing” or involve offshore (or onshore) people posting low quality content on yours or someone else’s website on your behalf, chances are you are now doing significant damage to your website ranking on Google.

Google has just this week released algorithm changes titled “Penguin 2”, a revision to the changes they made late last year, and these go after Black Hat SEO (otherwise known as dodgy SEO)  in the strongest way possible and make quality content marketing the winner of 2013.

According to Matt Cutts, the head of Google’s Webspam Team, Google want to increase the ranking of high quality content and real topical authorities online, rather than allowing businesses to buy large quantities of backlinks and practice dodgy SEO to increase web rankings with low quality sites.

Its great news for our clients, and other businesses that have been developing great websites, good quality content and their positions of authority in their markets for some time. And it represents a turning point in the power of Internet search. You now have the power to be highly ranked on Google through good quality content, opt-in marketing practices and the drive of corporate “personal brands”. And you can outreach those with the ability to pay a linkbuilder now too… All the offenders recognised by Google will suffer the ultimately penalty of having their site rankings dropped significantly off the radar. Google punishes you terribly if you try to cheat the system they create.

The sad part about it is that many in the web and marketing industry don’t keep up with changes to technologies, selling the same thing this year as they did last year. So they will keep “selling” backlinking to you as an approach without knowing of these changes… or they will sell them to you knowing you know no better and knowing they are getting a “backhander” from the linkbuilding company (trust me it happens everywhere).

Why try buy a quick and dirty marketing outcome when your company is not quick and dirty…  It is your choice… but now, thanks to Google, you really don’t have a choice but to get good at producing quality websites and strong content and do it regularly if you want to rank.

Watch the video by Matt Cutts, the Head of Google’s Webspam Team. It tells you everything you need to know about the future of search this year.

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Written by Rebecca Wilson

Rebecca Wilson

Rebecca Wilson a Marketing Consultant and Business Mentor, based in Brisbane Australia. She provides marketing advice, strategy and implementation to businesses of all kinds, specialising in Professional Services businesses such as Accountants, Architects, Project Management and Engineering Firms and fast growing, entrepreneurial companies.

Rebecca is a dedicated professional marketer with more than 15 years experience and a long track record managing both online and offline marketing campaigns that really work.

Rebecca is also a mother of three delightful kids!

A leader in her field, Rebecca writes articles regularly for sites such as,, and, and speaks at conferences and events on Professional Services Marketing and Personal Branding. She runs inhouse training on Professional Services Selling Skills and mentors business leaders in how to grow their businesses organically using modern marketing techniques.

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  • Rebecca Wilson

    Founder and MD of growing Professional Services Marketing firm, Stretch Marketing, I keep myself on the cutting edge of business trends, digesting technology changes, Internet forces, industry challenges and business opportunities on a daily basis. Myself, and the Stretch Marketing team learn constantly so you can access smart marketing and communications thinking locally, and nationally, whenever you need it.


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    Stretch Marketing runs Professional Services Marketing Workshops for Senior and Emerging Professionals

    Our Professional Services Marketing Workshops, have been running Australia-wide for the last two years, guiding small, medium and large professional services businesses in how to market themselves and their people driving organic growth.

    In our one-day workshops we work with your Senior Professionals to provide the coaching and mentoring that they need to confidently drive revenue growth in your business.



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