BuildIt solar looks like a relatively genuine attempt at building an online resource for information about solar homes, as well as some kits they sell for themselves.
Likewise http://www.treehugger.com/ looks like it has genuine content - although it's obviously a little bit thin on the ground.
These guys are clearly a legitimate business selling a product (well, legitimate website anyway):
http://www.supremeheating.com.au/pool-heating-top/solar-pool...
Now compare those three sites, to these four:
http://www.diy-solar-power-for-homes.com/
http://www.energy4living.hottipsonly.com/solar-power-for-hom...
http://www.diysolarpower4home.com/
http://www.solarwindpowerguide.com/diy-solar-heating/
this one, too, links back to earth4energy - strikingly similar to "earth4living" above:
http://greenerhomediy.com/create-solar-electricity-build-diy...
then we have this incredibly reputable and highly respected forum whirlpool:
http://forums.whirlpool.net.au/archive/1539413
As a human I find it relatively easy to pick out the massively spammy sites amongst those results that are on the first page for the search "diy solar homes" - and I think that any time you were to get several sites that are similar in some set of ways to each other that rank for the same search term then they should be "de-ranked".
So for example, thousands of people use the same wordpress themes, you can't just say "they're all spammers". But if the top 5 results for a particular search all share some measurable characteristics, you could safely say "hmm there's something spammy going on here".