Though this could have been kept short, we would like to share our tremendous journey with you. If you are thinking of partnering with us, understanding our point of view can set us up for a long-lasting and beneficial partnership.

The beginnings

Our content creation efforts date back to September 2006, we started off the run as a unremarkable content creation unit that catered to specific content requirements of clients in USA, UK, Australia and NewZealand. Order books were heavy and we worked round the clock to beat timelines and achieve targets. That, let me tell us, got me so bored that I refused to sweat it out…

Then, we began to look within ourselves and contemplated on how our content was being used. We formed a team to follow all content we created across the internet. And, surprise, surprise, most of it was used in article directories and other repositories under various pseudonyms.. More of a surprise was, how many times each of those pieces was used… We thought this criminal… marketers used spam as a marketing tool and expected great spread and greater results…. And we thought “Content is King”

Google was not watching? Or were they just ignoring… probably they did not have the tools to deal with this widespread spam that actually threatened their results by circumventing their indexing algorithms.

All Google did in 2006 was update its supplemental index algorithm.

Rumors were abound about an End-Of-Year update, did not happen though.

A thought evolved and research followed..!

The Evolution – 2008

In 2008, we thought of “unique” content itself as a marketing tool… not sales pages or looooonnngggg landing pages. We were thinking in terms of flawless, informative and simple content that will engage the user and create goodwill and expertise for conducive decision making….

By this time, Google made a major move, last year [2007]. It integrated news, videos, locals and images into the search algorithm. A month later, the Buffy was executed, termed as a cumulative assertion of other smaller changes.

This year [2008] was also a no go for Google – Dewey in April and Suggest in August.  The Google Suggest, in my opinion was a great change to hit the search industry and made the visitor’s life much less complicated.

By now, we had grown in search engine marketing and were looking forward to having some principles in place in an industry that was dominated by BlackHats. The concept of hoodwinking a system [search engines] that aided the surfers to choose, glean and take action in a positive manner, did not have much appeal for us.

Our WhiteHat did not bite much into the client’s psyche since most of them were looking for miracles and overnight fortunes as it was, the era when most images on the internet were “million dollar checks” and “gurus” ruled the roost.

However we stuck to our beliefs and did manage to keep ourselves above the water since we had the support of our content creation team.


Early 2009, Google came up with the rel-canonical tag and many of our clients were happy that we used it to perfection and weeded out duplicate content by not really removing it.

February 2009 saw the Vince update from Google that focused on online branding. This was the time we realized where Google was going. Time for reinventing the business plan! “Trust” was not a part of the online marketing scenario, but now, we were getting somewhere. Then, the announcement for Caffeine hit the scene… Faster search, better results and more frequent crawling. Now the scene was set for faster marketing. Things were moving as planned and our focus was acute.

This should have been implemented much earlier, before it integrated news, videos and images into the search in early 2007. But, no one questions Google…!

The year 2009 closed with the Real Time Search update that made search all the more interesting and possibilities, all the more open. We, by now were looking at in-depth content and Press Release marketing and we certainly were in the right direction.

This was a year when the content industry looked at long-tail keywords to rank better and sustain businesses. We too used long-tail for a few months and dropped the idea, advising clients not to look into then too much. Ultimately, we are in the middle of a competitive niche and most of our contemporaries used them, though 80% of those keywords did not make sense to a normal visitor. While business was downright modest, it dropped further. We don’t do what we feel is not right in the long run.


Come May 2010, we were proved right again. The May Day update dropped sites like autumn leaves on the SERPs.  There were clients, yes there were clients that came back and asked us to recreate what was already there. It was just a waste of money for them, so we cut down rates on this and ensured that we made up for lost business over the next few weeks.

In addition to rolling out the Caffeine update, Google made a few more changes in 2010, mostly targeting social signals and improving user experience on search like Google Instant and Instant Previews.   We thoroughly enjoyed the year and saw that search was moving more towards the visitors than marketers.


The marketer’s year was to come. 2011 was a complete marketer’s year when Google rolled out 8 Panda updates with different versions and names, in addition to the Google+ and other innovative stuff. This was strict content focus year for the king of search engines and believe it or not, clients who had stuck with us for over a year did not get affected. With an average of over 12% sites being affected, good and unique content was back and was sought after. Not so much for good, but unique certainly yes. Spam was more or less out and marketers were in a mess to remove all those duplicates that were penalized. And, believe it or not, they began spinning articles for uniqueness. Many application did come up to help them, but all of them were short-lived. “Quality” was not yet the buzzword.

Marketers were still drooling at $1 a piece [~500 words] articles and the only condition was that they should be unique and have the right keyword density. We were suddenly ridden with orders but we were took on only the old clients and did a good job. We always believed in quality and it doesn’t come for peanuts that most marketers were offering.  We stuck to quality and worked for only those clients who believed in us for a fair price. Less but quality work, was how we looked at it. “Quality” was always a focus area for us.


2012 was another tumultuous year for marketers who saw 13 more Panda updates. If Panda was not enough, 3 Penguin updates also made their life uneasy. .. By the end of the year, the content marketing part was set on the right and honest path. Penguins ensured that life became hell for spamming and irrelevant links. The effect was so horrible for BlackHats, they had no cover to run for.

We, on our end, came back to what we set out to do, create and curate awesome and unique content for clients. We were also happy with the Penguins since our link builders were faring badly with clients asking them for thousands of links a month and them advising not to do that. But marketers kept pressing hard. Penguin taught them a great lesson and the same marketers were now paying us to remove the links we built for them. Looks bad on paper, but can’t be helped.


Google again came up with 4 Pandas and 3 Penguins in 2013 in addition to enhancing its voice search with the Humming Bird update. At this time, what held out interest was the In-Depth articles concept. This held our interest for a few weeks. We were contemplating advising clients on going this route but refrained since, content marketing, as far as we were concerned, is not research or writing research papers. Ranking could be one thing, but deviating from the objective was certainly not an option. Especially considering the time and money involved.


2 Pandas, 1 Penguin, 1 Pigeon and 1 Pirate defined the 2014 Google update story. Pigeon affected the local search algorithms and Pirate was aimed at online media piracy issues. As we had been laid back on the In-Depth articles update, and as expected Google actually removed the Authorship after a little debate in August 2014. A breath of fresh air and we had a tremendous year completing many projects with honest content marketing.

To complete this discussion, we are an old and experienced content marketing business that looks at a client’s strategy and ensures that no work comes undone, Google or no Google. We firmly believe that content was king and will reign supreme in the time to come.

We have always followed client’s instructions and done their bidding, despite arguing and fighting. But, as a business, we have always followed our hearts and chose the right path. Our contribution to the online environment has been more of quality and enhancing informative content, not the piles of crap that still crop up quite frequently.

One simple example, we are using a host of external links on this page which do not belong to us. Why would we do that if we were thinking of link juice and other SEO fall outs.  We are more concerned on the logical aspect of it, why reinvent the wheel when it is already there. So, making the internet a more concise, focused and informative is our intention.

If you are looking at a no-frill, honest and hard working content strategy partner, you are at the right place. If you are new to the ambience, you may want to check out:

  1. Do you need Content Marketing?
  2. Creating a Successful Content Marketing Strategy

Reach out to us… for a more fruitful discussion.