Search Engine Optimisation (SEO) can and should be constructive, leading to quality content, faster websites, and better website quality in general. Since it’s been not always the case, Google introduced a serious change in the search results ranking algorithm in early 2011 called Google Panda . Panda aimed to lower the ranking of low-quality content, and put higher-quality sites to the top of Search Engine Result Pages (SERPs).
This algorithm has recently become even more important to web designers because of its impact on site rankings. The sophisticated ranking driven by Artificial Intelligence (AI) can contribute to more relevant search results, however many, otherwise SEO-optimised websites might have serious problems if they are penalized by the search engine giant. Although Google provides some advice for web designers and SEO experts on how to provide quality content , the requirements are not that transparent.
A csae study has been published recently where the SEO expert tried to eliminate those components and settings that might be responsible for the dropped rankings of a site , namely
- Low Quality Content
- Doorway Pages (by applying 301 Redirection)
- Any suspicious external links that might seem to be involved in link spam (using nofollow)
 Google (2012) Another step to reward high-quality sites.
 Kemp B (2012) Recovering from Google’s Panda & Penguin – A Case Study. SiteProNews.
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