Controlled chaos is more like it!

I’ve also managed PPC accounts for clients who wanted to promote white papers or other premium content requiring registration (these weren’t “squeeze pages” that Google hates too, but mini-sites with content). Because the business topics tended to be very specialized, Google had a tough time assigning quality scores. It was a constant struggle trying to figure out what Google wanted.

I think the reason for the low maintenance levels seen in this study is largely the effect of Google obscuring and hiding the mechanisms behind its quality scoring system. There’s no paint by the numbers way to get it right. Causation and effect are unclear. In essence, it’s chaos.