What is commonly referred to as article spinning (also known as text spinning) is mainly used in the areas of product descriptions, article marketing, OnPage optimisation or the creation of landing pages. This principle produces texts with identical content which differ only in their wording. In this way, the visibility of one’s own content on the net should be increased and thereby a higher Google ranking achieved. This variation of texts can be created by a human being or automatically through the use of a software.
The spinning software which is used here is specialised in the automatic finding of synonyms. Using a text template, new text variants in which synonyms are created for each word or individual phrase are produced quickly. Extensive databases (e.g. Article Spinning Wizard) are used for this purpose. The resulting texts are then checked for their uniqueness.
This procedure is now, however, considered obsolete due to its numerous disadvantages. Above all, there are problems with understanding the content. Not every selected synonym fits into the context. So an inappropriate word can falsify the entire content. Misinterpretations also often occur on the part of the system with ambiguous terms such as lock, ball or rope.
In addition, there may also be legal problems if the original text is not from one's own pen. In many countries, text spinning is considered a copyright infringement: the original wording is not used, but the same ideas and conclusions are adopted.
The intended benefit for improved Google visibility is also more than questionable. The Google algorithms also take linguistic factors into account when checking for duplicate content – especially the semantic components. Therefore, spinning is now considered outdated in the optimisation of websites, because spun content is easily recognisable for Google and is punished accordingly in the Google ranking.
A much more effective method in this area is NLG: natural language generation. This is because text variants are created that can be completely different not only in wording, but also in sentence structure and style – thus producing real added value not only for Google, but also for users and readers.