It has become increasingly obvious over the past few months that many of the top SERPS lead to non-valuable website properties, often spammy sites, ones loaded with malware, or just plain malicious. This has led to a growing frustration with SEOs as well as searchers as the techniques used to create a buzz round top keywords trending on Google have managed to elude Google’s quality checks.

It couldn’t last long. Google has little or no choice but to react to the growth of these type of sites, or lose market share as users get fed up with non-relevant results being returned on searches. Rumour has it that a change in the algorithm is imminent to prevent such sites nicking the top positions.

However, the problem is that it is now too easy to create a buzz about sites by posting spammy comments on blog posts, social bookmarking, social networks, 2.0 properties etc, and appearing to be fresh and valuable content because of the linkjuice passing from those activities.  Additionally, link velocity seems to have an effect on the rise up the SERPs for organic searches, and so many long tail terms and niche terms of more than 5 keywords, which often lead to spammers’ sites, are achieving top SERPs because of buzz created by the spammers.

Currently, Twitter appears to be exempt from this phenomenon because, basically, it is people powered! No-one will retweet a spammy link.

We await the algorithm changes with interest and see what effect it has on changing the situation, whilst keeping the trust of Google users.

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ClickThrough is a digital marketing agency, providing search engine optimisation, pay per click management, conversion optimisation, web development and content marketing services.