As Google continues to tweak its algorithm as part of the Panda update, website owners are continually looking at ways to improve their performance in search engine results pages (SERPs).
So far, Panda has affected 12 per cent of English queries to a degree that a user might notice, according to Google fellow Amit Singhal.
Sites that lack quality in the opinion of Google's search spiders saw traffic to their sites drop significantly as they lost their high SERPs positions.
Mr Shephard explains SEOmoz increased original content and blogging in order to improve its performance.
His advice to webmasters is to fix issues that impede visitors' experience on the site, such as overlapping articles, empty pages that exist only to link to other areas of the site and auto-generated content.
When Mr Singhal and Google's principal engineer Matt Cutts introduced the Panda update in February, they said the sites that will be penalised are the ones that copy content from elsewhere and offer little value or use to readers.
They added: "At the same time, it will provide better rankings for high-quality sites – sites with original content and information such as research, in-depth reports, thoughtful analysis and so on."
How has your content strategy changed since Google rolled out its Panda update?