The hate for SEO writing was born during “web 1.0.” People like to throw around phrases like “it was the wild west of such and such.” But believe you me, online content creation from 1994 to 2004 truly was the Wild West. For instance, if you think of “spinning” an article as just churning one out really fast, because you’re a badass machine with typewriters for fingers, then I envy your innocence.

Image created by AI via DALL-E

“Article spinning,” unfortunately, is a black hat SEO tactic in which an editor or writer takes an existing article and “spins” it into a second one to maximize clicks/views/etc. This involved using software to automatically rephrase and reorganize the content, creating multiple versions of the same article. The idea was that by creating many versions of the same article, and publishing them on different websites, the article would appear to be original content, and therefore be more likely to rank well in search engines. However, this tactic was quickly identified as manipulative, and search engines began to penalize websites that used spun content. Thankfully, this borderline malicious practice is no longer around, as it hurt users searching for honest, high-quality information online. Though the point remains — years of black hat SEO tactics like article spinner have perpetuated a culture of contempt toward digital content and digital content creators.

Article spinning, however, was just a single tactic in a well-furnished arsenal. In particular, no one publisher played as dramatic a role in the “disruption” of quality content as Demand Media — a digital media company known for its user-generated content.

I had the distinct displeasure of working with Demand Media in the early 2010s, as it was one of the few options for us digital nomads looking for a toehold in the shifting world of online content. However, by the end of the decade, Demand’s popularity had collapsed. And the reasons why are extremely telling:

Google Put Its Foot Down: One of the main reasons for Demand Media’s collapse in popularity was the changes in Google’s algorithm. In 2011, Google implemented an algorithm update called the “Panda Update,” which targeted low-quality content and websites that relied heavily on SEO tactics. This update specifically targeted Demand Media’s business model, which hinged upon creating large amounts of low-quality content to drive traffic to its websites. As a result, many of Demand Media’s websites saw a significant drop in search engine rankings and traffic.

The Rise of Social Media: Another factor that contributed to Demand Media’s decline was the rise of social media. As platforms like Facebook and Twitter gained popularity, people began spending more time on these platforms and less time on traditional websites. This meant that Demand Media’s websites were no longer the go-to destination for users looking for information or entertainment online.

Mobile Overtakes Desktop: Additionally, the rise of mobile devices and apps also played a role in Demand Media’s decline. As more and more people began to access the internet through their smartphones and tablets, traditional websites became less relevant. This meant that Demand Media’s websites were not as easily accessible or user-friendly on mobile devices, which further contributed to the decline in traffic and popularity.

But ultimately, it was Demand’s business model that laid the deathblow. Demand Media’s focus on creating low-quality content for the sole purpose of driving traffic and revenue proved unsustainable in the long term. And as the company’s business model became less effective, it struggled to generate revenue and attract new investors. As a result, the company was forced to pivot its business model and focus on other areas to stay afloat.