Payday Loan: Targeting Spammy Queries And Websites
Google rolled out the Payday Loan update on June 11, 2013. It focused on identifying spammy websites and devaluing them in the SERPs. The algorithm change was significant enough to be noticed by regular users and site operators.
Matt Cutts, Google’s head of anti-webspam at the time, posted on Twitter that they rolled out a ranking update that targeted spammy queries and websites. A month before, he has already hinted at the impending changes in a video announcement where he talked about how the search engine will display more relevant results for general queries such as payday loans and pornography-related ones.
Apparently, lots of users complained about this type of searches especially in the UK where there were instances of a breach or compromise of customer data due to shady sites being displayed in the results pages. The first payday loan filter, which was mainly a general clean-up of the SERPs, was launched over two months. The next updates wouldn’t be until the following year.
The official impact was reportedly for 0.3 percent of English queries and a whopping four percent for Turkish searches since there were more spam incidents associated with the language. Websites that were deemed as spammy by the algorithm were penalized and devalued from Google searches. A majority experienced a drop in rankings while some were delisted entirely.
With the subsequent updates for the payday loan filter, Google has fine-tuned its system to display relevant and trustworthy websites for this type of queries. Plus, the implementation of the Financial Conduct Authority or FCA regulation in the UK introduced a price cap on daily interest rates and stricter terms for the selling of data which meant that operating costs soared and entry to the industry appeared to be more difficult.
Google also rolled out a ban on pay-per-click or PPC ads for payday loans and related products back in 2016 to protect users. This move was a controversial one considering it appeared to only target companies with high annual percentage rates or APRs and short repayment terms.
These are the trends in UK searches that came out after the first payday loan update launched:
Successful websites maximized the use of calculators, images, and videos to increase the number of applications. Ultimately, avoid publishing thin content that doesn’t provide users with valuable information about the general theme of your site.