Google’s recent algorithm changes targeting what I’ve called linkfarms has to have a few automotive SEO vendors worried. Not only has Google changed the algorithm to penalize these sites, they have developed a Google Chrome extension that allows anyone to flag sites they feel are search engine spam.
I wrote in this article Linkfarming on the Rise in Automotive about this eventuality. I called it linkfarming then, but as Google sets the standards, its more accurate to call it search engine spam. You know, building large networks of microsites with “original” content BUT with the express purpose of taking up as much page-one real estate as possible in order to push competitors websites down/off the page. Now before you comment (again) that “that isn’t us!”, take a look at what’s happening over at Mahalo.
“…shows there is a fine line between quality content and useless SEO-optimized text usually found on content farms. Starting out as a search engine and a competitor to Google, Mahalo later turned to cheap Knol-style content creation, often being criticized for spammy practices — for example, creating hundreds of landing pages for very similar topics.”
Now does that sound like what you are doing for your dealers? OK, I’ve done a replace to read a little clearer for the industry;
“…shows there is a fine line between quality content and useless SEO-optimized text usually found on content farms. Starting out as a car dealer website vendor, (insert your company name here) later turned to cheap Knol-style content creation, often being criticized for spammy practices — for example, creating hundreds of landing pages for automotive topics.”
Mahalo got hit hard because they are high-profile – everyone knows what they are doing. Are you on Google’s radar? It may not take long till your dealer’s competitor decides to aim that Chrome extension at your linkfarm!
To distill the problem I’ve had with this practice in automotive seo: its how automotive SEO vendors try to scale SEO. Good SEO does not scale. The larger the SEO vendor, the poorer the quality of work and the greater the temptation to employ blackhat tactics.
Automotive website vendors or automotive marketing firms turned SEO provider can’t help it. They jump into the SEO business with only one purpose, increase revenue. Not because its what they do well or have a passion for, but because they can charge dealers $600-$900 a month for doing almost nothing – create templates with local keywords, build a bunch of websites that provide backlinks to dealer microsites, and buy PR0 (pagerank 0) backlinks by the thousands.
Automotive SEO of this sort is a rip-off (and by definition is Black Hat). And that is what Google is penalizing.
SEO is a craft. It can only be done well on a small scale, usually by one person, seldom can it be accomplished by a “staff”, and it has to be done locally. It is one business that cannot be successfully outsourced to India. Each dealer’s circumstances are unique and the SEO has to incorporate that. For the same amount of money, a dealer could get PR>7 (pagerank greater than 7) backlinks and quality on-site SEO that is safe and far more effective. And that is what Google rewards.
Schadenfreude!
