Google have not revealed or admitted anything yet, but from I am able to understand, this update is a real issue., and all took serious knocks in traffic, a side effect that couldn’t have been predicted, attacking the quality of their content amongst other things, thus leaving devastation for these massive iconic sites. SEO‬ is now more needed than ever. ‪‎

Google‬ still wont reveal their “quality metrics” or admit the damage that this update does. ‪‎Publishers in South Africa are to pay special attention to this one as it affects ‪‎the AD‬ INVENTORY‬, (yes the commercial objectives that most publishers rely on),  not to mention the duplicate content issues. Context and relevance, quality, semantics, user journey, Trust Flow, Citation Flow and of course how authoritative ( how well you know your audience) your content and site is… the list goes on.

Google Gods are at war with Spam‬, and by that I mean the following:

If Google can assess the quality of the ad inventory of the site ( yes its a scary unsettling thought, but they can!) then the requirement to understand comes now, from what I cant ascertain Google is now checking to see weather or not your ad inventory is Spammy, by:

  1. Determining if your ad on the said page is aligned to the content on that said page

For example:


Phantom on ad inventory

  1. Determining if the content is aligned to the audience, based on your description of your site (META)

For example lets look at a poorly matched article on a motoring site that compares vehicles, in an attempt to create organic traffic a content piece like Hijack Safety For Women, would seem logical to the untrained as they would think it applies to all women on their site, one would assume that by the nature of the category it is 100% aligned, however the KEY here is the context. The site is not about safety for women but rather the motoring capabilities of each vehicle. So the correct content piece would be, ” The 3 safest vehicles for women ”  Therefore aligned with the context and nature of the motoring site.

Below is a breakdown of the 6 ways this new update will affect all sites.


And how it will affect your business

The Google Phantom Quality Update | Clickass