Google announced changes to their algorithm. This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful."

Specifically, "...reduce rankings for low-quality sites..." The announcement also mentions "low-value add for users" and sites that "copy content from other websites." Content farms, to start. These sites exist and profit based on volume. To most observers and users, this focus on volume resulted in millions of low-quality pieces of content cluttering the search engine results pages (SERPs). The writers producing content for these content farms are paid largely based on views. No indexing in Google, no views. No pay, no writers ... and no content.

Without question, the focus is now on producing original, quality content. So-called scraper sites are doomed. In all, this update should be a good thing for the Web – both for users and those who work tirelessly to produce quality content.

As a small business owner, you should:

1. Keep a constant watch over your website analytics. Are overall numbers dropping?
2. Be aggressive about building your user base. Solicit quality inbound links. High-quality links will remain a pivotal factor in search engine rankings.
3. Be diligent about networking with like-minded content producers and work to get links – quality links, including those with keyword-rich anchor text.
4. Produce varied forms of content. Search engines like a little variety.

This public call for quality content might warrant the hiring of a skilled writer for some businesses. Well-written, compelling content tends to attract links, garner social mentions and spread through online communities. Remember that today's skilled writer also knows how to create SEO-friendly content.