Findlaw Clients Crushed By Google's Panda Update
When marketing your company through online media, websites, and other publications, it is important to adhere to distinct policies and procedures. Your content should be well-written and original; it should show no sign of duplicate material of other companies. By following such techniques, your company will be sure to appeal to diverse audiences with little concern for competition.
Release of Panda 4.0 Buried Low-Quality Sites
Companies that fail to implement White Hat SEO (Search Engine Optimization) strategies — that is, they employ unethical techniques by misrepresenting online content and copying the work of others — often face devastating ramifications for both the marketing company and its clients. Consider, for example, FindLaw’s decline of credibility during May 2014.
FindLaw, a company who designs websites and provides promotional services for law firms throughout the United States, was exposed for its immoral behavior through Google’s May 20, 2014, update, “Panda 4.0.” Panda 4.0 is a tool utilized to filter poor-quality writing, spam material, and duplicate works. It was designed to ensure that when people search for goods and services using Google, they are provided useful and trustworthy information.
Devastating Harm to Clients
Through Panda 4.0, it was discovered that Findlaw was promising law firms high-quality website content and designs that were, in actuality, recycled from pre-existing websites used for other law firms. The material was generic. It did not tailor to the specific needs or requests of the company. Clients were not informed of the activity. They were misguided, in strong belief that they were receiving top-rated material and marketing strategy that would drastically improve their image and increase their clientele. In addition, FindLaw sold the websites to multiple clients at highly expensive rates. In efforts to continue to receive the services, clients were forced to contribute incredible amounts of funds. If they were unable to continue to provide pay, they could lose the services as a whole. FindLaw would sell the same material to other clients who were willing and able to pay the highest amount.
What ensued was harm to the clients. Law firms, who had invested their money and trust into FindLaw to gain access to websites that were appealing, easy to navigate, and tailor-specific, received the opposite of their intended outcome. Not only were the law firms placed at-risk for low traffic on their websites, but spam and poorly-written material caused the firms to be perceived negatively by online viewers, even resulting in a decline in overall revenue.
DO NOT be the Next Victim
Although FindLaw has been penalized for its wrongdoings and Panda 4.0 has made it difficult for companies to continue unethical SEO behavior, there is no guarantee that companies may stop Black Hat SEO practices altogether. With the right technology, anything is possible.
At Gainesville Marketing, however, we desire to protect your company's best interest and reputation. We will formulate original content for your company that aligns with White Hat SEO procedures. We believe in upholding integrity and ethical practices to ensure that your company never has to experience the same embarrassment, website traffic decline and clientele harm that FindLaw’s clientele endured.