Google has recently launched a new update called Google Phantom II. Let me show you what this release means and show you how it can effect your Google rankings.

What is Phantom II?

Phantom II is a release that Google made to their algorithm (the math that determines how a site is ranked in search). With most Google updates, they release before hand the changes they’re going to make to their algorithm so that bloggers can get the word out that changes are coming and site owners can be proactive and makes changes to their site so they don’t fall off of search. However, this time around the release wasn’t published by Google and aren’t confirming or denying that a change has taken place. This is the reason it’s dubbed the “Phantom Release” by the Internet community. Though this isn’t the first time Google has done this either, in fact, the first Phantom release was reported almost 2 years ago from our friends over at

What was Changed in the Phantom release?

The internet is moving towards user-friendly content and wants site owners to start publishing content that is interesting to it’s readers and customers. This Phantom release focuses on just that: Quality Content. But seriously, what is quality content? And how is it different then regular content?

No longer can you just write a quick sales pitch and put it up on all of your web pages and build your rankings in search engines with keyword density (using the same word repeatedly throughout your site). If you’re still doing this, STOP. Immediately. As this is only hurting you. Google engineers are quite sophisticated and are able to see these poor tactics of trying to fool them and Google doesn’t take well to being fooled!
What you need to do is starting writing unique and fresh content and stop using the same sales pitch or the same keywords on every single page of your website. Google believes that not every page on your website can be about the exact same thing. Maybe the same topic, but each pages needs its own set of keywords to focus on. For example, while our website is a web design and development website, I can’t use “Ottawa Web Design” on every single page as my keywords and meta description. This would is a huge no-no to Google and other search engines. If I use these keywords on every single page, it takes away from the meaning of key words. Therefore, fresh, relevant content is what Google is referring to when we say it’s looking for quality content.

3 Ways To Improve your Content

  1. As stated above, you need to write relevant and new content about your industry, business, services, etc. It can be other news stories that other sites are writing about, for example if you’re a financial advisor and the markets just crashed, you can certainly write about the crash. Though try to stand out! One suggestion is try to take a different spin or take on the facts of the crash. The key point to take from this is don’t just copy and paste from past articles and make a new article or write an article that’s already out there. So remember, just like the pie your grandma made, make it from scratch and make it uniquely yours!
  2. Try different writing tactics to improve your results. Play around with wording, phrases, and different ideas to lure people into your words. Don’t be afraid to use a Thesaurus and always, be sure to proof read your work (or better yet, have someone else do it) so you don’t come across as a baffling baffoon.
  3. Be sure your message is easy to read by the masses. As much as possible, don’t fall into the trap of using industry jargon that will leave your readers scratching their heads. You need to write with a goal in mind and ensure that the end message is received clearly. After writing your article, go back and pay special attention to sentences, where you may have sounded a  little too “industry”. If you did do this, perhaps add in another line or two or a link to explain the term you’re using.


Is your site ready for Google’s next big update?

While no one but Google can tell us what the next release will include, one can believe that it will follow suite with the past updates and be targeted towards quality and user-friendly content. Don’t have a blog? Contact us and we can install one for you so you can easily communicate your knowledge to your customers and keep you ahead of the future releases of Google.