Google is deploying changes to its search engine that will de-list content that is auto-generated for the purpose of spamming search results. The updates also penalize domains (including otherwise reputable ones) that host low-quality content intended to influence page rank. This practice, called “site reputation abuse,” happens when established publishers rent out pages to lesser-known organizations that want to expand their search footprint and link authority, capitalizing on the established domain to point to their lower-ranked content. It has provided a revenue stream to sites that offer this service. But perhaps not for much longer.

Google will now call such content what it is: spam. The only way to influence search is the hard way: create original, high-quality, well-optimized sites. Earn inbound links from reputable external sites because your content is worth it, not because you’ve paid for them. Keep your content fresh, mobile-responsive, and fast-loading.

Let’s talk, if you’re in the market for an SEO strategy.