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Google's New Algorithm Good for Content Creators?

This last week, Google announced yet another change to their search algorithm. In an effort to crack down on spammers and link farms, Google's anti-spam head Matt Cutts announced a change in their search process that would rank sites with original content higher than those with nothing but keywords and links that aren't as original in nature. An article in the San Francisco Chronicle talks about how some websites are already complaining about significant drops in their content despite the fact that they claim to post original content. Cutts explains on his blog that only 0.5% of websites should see any significant changes in ranking. If you consider how many sites are indexed on Google, that's still a lot of websites that may have some angry people behind them once its all said and done. Cutts explains:

" The net effect is that searchers are more likely to see the sites that wrote the original content rather than a site that scraped or copied the original site’s content."

Even with rising competition, Google still sets the standard in regards to search. Marketing strategies today push for original content for the purpose of audience engagement. With Google's move rewarding original content with improved search rankings, wouldn't posting original content be even more important?

What do you all think? It already was important but does Google's move push brands even harder in having to become content creators to stay afloat online?

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