Periodically, Google updates their organic search ranking algorithm. When they do, the updates are often given nicknames. On or around February 23, 2011, Google made a major update to their algorithm dubbed “Panda” by some and “Farmer” by others. According to Google, the update impacted roughly 12 percent of the organic search results, and the goal was to reduce webspam (low-quality sites ranked highly in the Google search results). Most of the sites negatively impacted by the updated appeared to be “content farms” – sites creating page after page of relatively low-quality content (hence the name “farmer”).
Google’s Panda updated reinforced to many SEO companies, the value of creating unique, relevant, and remarkable content.