(NOTE: This article was originally posted on the LoSasso blog)
Late last week, Google announcedÂ one fairly major update to its search algorithm:Â that content with a high number of copyright removal notices would be penalized in its search engine results pages (SERPs).
Thereâ€™s been a healthy debate about what exactly this means, especially in theÂ entertainment industry. Â Tim Worstall of Forbes raises theÂ valid pointÂ that takedown notices donâ€™t necessarily mean sites with removal notices are violating copyrights.
For a little while now, the search giant has released its algorithm updates each month. (Check out thisfairly comprehensive listÂ from WebProNews. ) While many changes are designed to stay one or two steps ahead ofÂ black hat SEO techniques, just as many of the updates are meant to showcase good content that web searchers actually want.
Entertainment and piracy debate aside, this particular set of updates benefits creators ofÂ originalÂ content, including many artists and musicians, as well as news organizations and â€“ you guessed it â€“ brands.
In the paid/earned/owned media landscape, many brands are shifting portions of their budget to branded content.Â According to eMarketer, 39% of companies expect budgets for digital content creation to rise, and the spends are rising to unprecedented levels. (See chart.) This content, in turn, feeds brandsâ€™ digital presence â€“ as well as their customer engagement channels â€“ and provides potential fodder for media coverage. It also extends brandsâ€™ experiences outside of just a product. (TheÂ Red Bull FlugtagÂ andÂ BMW Filmsâ€™ â€œThe Hireâ€Â are just two examples.)
In short, Googleâ€™s algorithm changes mean the same thing for brands they always have: brands that create frequent, high-quality content will draw links from high-quality websites. As a result, they will get rewarded with higher search engine rankings, while brands and websites that post infrequently, stuff their content with keywords and generate links from poor-quality sites will not.