In August 2022, Google announced an update to their algorithm called the Helpful Content Update. This update aims to reward content that is particularly valuable, relevant, and helpful to users, while deprioritizing content that is created primarily for SEO purposes without providing real value to users. If you work in SEO, this update is an important factor to understand, as it can affect rankings and visibility in search engines.
What is Google’s Helpful Content Update?
Google’s Helpful Content Update introduced an algorithm change that evaluates whether a given page – or an entire website – provides quality content that users actually find useful. This means that content created solely to attract search traffic without providing real answers, engagement, or insights will be deprioritized. Conversely, content that is user-driven and informative will be favored in search results.
Main goals of the update
Improve user experience: Google wants to ensure that the content users find is created for people rather than search engines. Content that engages and addresses users’ questions and needs will rank better than content that does the opposite.
Reduce “SEO content”: Google wants to combat content that is designed to manipulate rankings through keyword overuse and other SEO tactics. This is about eliminating “clickbait” content and pages without real substance.
Build credibility: By focusing on this type of content, Google builds trust in those pages that consistently provide valuable content to users.
How does the update affect your SEO strategy?
If you work with SEO, it is important to adapt to Google’s expectations for content that is not only optimized for an SEO strategy, but also created to meet the actual needs of users.
Some important aspects to consider are:
Create content for users first
Google recommends that those of us who produce content focus on delivering answers and insights that the target audience needs.
This means that all posts, articles, and pages should:
- Provide in-depth knowledge of the topic rather than superficial answers.
- Take into account the user’s search intent – We must understand and accommodate that the content is what users are actually looking for.
- Avoid excessive use of keywords, which can otherwise appear artificial and manipulative to search engines.
Maintain Expertise and Authority (E-A-T)
Google emphasizes that content that ranks highly must be written by people with expertise in the subject.
To strengthen your authority, you can, among other things:
- Include accurate information, such as case studies, statistics, and supporting data.
- Optimize for the E-A-T principles (Expertise, Authority, and Trustworthiness).
- Links to credible external sources
Avoid clickbait and misleading content
Clickbait titles and meta descriptions that exaggerate or create misleading expectations can quickly penalize a website. Google’s algorithm is now better at detecting content that promises more than it delivers, so make sure titles and descriptions accurately reflect the actual content and value users get from the content.
How do you create good content?
Creating good content requires focused effort and an understanding of what the target audience needs and is looking for.
Here are some basic guidelines:
Do an in-depth analysis of user search intent
For every piece of content you produce, it’s important to understand user intent. Ask questions like:
- What problem is the user trying to solve?
- Is the user looking for specific information, a product or a service?
- What makes my content better than other content on the same topic?
Offer more than just text
Content should not only explain a concept, but also show the user how they can solve their specific challenge, find what they are looking for, or get answers to their questions. For example, guides, checklists, infographics, and FAQ sections can help increase the value of the content for users.
Add value with experts and unique content
Google favors content that demonstrates expertise and authority.
Therefore, consider:
- Including quotes from experts.
- Using original data or studies.
Consequences of Helpful Content Update on the entire website
One of the key elements of Google’s Helpful Content Update is that content that is considered low quality on a single part of a website can drag down the authority of the entire domain. If a post or section of a website consistently delivers “unhelpful” content, it can affect the visibility of the entire website in Google.
How to avoid penalties from Google
Conduct ongoing quality control of content: Regularly review existing content and update what can be improved.
Remove or restructure old content: If the content is no longer relevant or creates value, it may be best to delete it or update it to ensure the website does not deliver irrelevant content.
Create a cohesive content strategy: A holistic approach to helpful content requires consistency across your entire website. Make sure all content supports the core topics and theme of your page.
The Helpful Content Update is a reminder that Google is constantly working to improve search results to deliver the best user experience. As a marketing agency, it is crucial to stay up to date on these changes and continually adapt your content strategy.
By focusing on creating value and helping users with relevant information, you can not only improve your rankings in Google, but also build trust and credibility among your target audience – thereby strengthening your position as an expert in your field.
Google’s algorithms will continue to evolve, and websites that actively work to create good and useful content will have a huge advantage in the competition for visibility and traffic from Google (and the other search engines).
