Shortly after releasing the core update in August, Google will release the next update in September 2023. This time it’s about the Helpful Content Update. You can read what exactly is behind it, what the difference is between helpful and unhelpful content, and what changes Google has announced in this blog post.
What is the Google Helpful Content Update?
The Google Helpful Content Update is an algorithm update from the search engine Google that aims to display valuable and qualitative content in the search results (SERPs). Relevant information should be highlighted for searchers, while unhelpful content is demoted. The following applies to quality instead of quantity.
The Google algorithm is based on machine learning. So it is not a manual measure. Instead, it automatically detects content around the clock that offers little to no added value to searchers. Google describes its classification process as another signal among many for the ranking of helpful content.
The measures are aimed at the entire website and not at individual pages: “ If we find a relatively large amount of unhelpful content on a website, not only will this content tend to be ranked lower in Google searches – all other content on the website may also receive a lower ranking Ranking if there are more relevant alternatives on the web,” says Google itself.
The first version of the update was rolled out worldwide in December 2022. The September 2023 update is the first since its launch. After “BERT” and the “Page Experience Update”, Google continues to focus on user satisfaction and search intentions.
The September 2023 helpful content update is rolling out with an improved classifier. It will take about two weeks to complete. We’ll update our ranking release history page when the rollout is complete: https://t.co/hgjEkfpbA2
— Google Search Central (@googlesearchc) September 14, 2023
Google is pursuing this goal with the Helpful Content Update
The intent of the Google Helpful Content Update is to penalize websites with unhelpful content and crack down on manipulative tactics. On the other hand, Google wants to reward websites with added value for users. It is intended to motivate content creators to focus on the user in the spirit of inbound marketing.
The purpose of the helpful content system is to reward more content that visitors are satisfied with – any content that does not meet visitors’ expectations is rated lower. ” (Google)
What changes and what stays: Contents of the update
Three points in particular will change with the new roll-out:
- AI content will no longer be demonized. Google changed the phrase “written by people” to “written for people” in its documentation. This means that the negative connotation of AI-generated content in the guidelines has been eliminated.
- No up ranking for mere date updates. Google emphasizes that simply updating the release date does nothing. Website operators and content creators should only adjust the date if there are major changes. Many have done this so far without significantly expanding or optimizing the content.
- Warning against renting subdomains and/or subdirectories to third parties. According to Google, this can potentially have a negative impact on the entire content of the domain in question.
What remains the same: Google wants to avoid content being written solely for the search engine.
Get rid of the burden: This is what companies should do now
Google primarily recommends removing non-useful content, otherwise the entire website ranking may be affected. Please note, however, that if Google has already classified pages, it will not be changed immediately after the content is removed. In this way, Google wants to prevent content from simply being sent on compulsory leave, i.e. temporarily deleted and then published again. It may take a few months until the classification is reclassified.
In the future, you should avoid automatically created content that only serves to manipulate rankings. Instead, it is important to put passion and time into the content creation of each individual piece. It is crucial to keep the needs and interests of users in mind and to ensure that the content offers them real added value.
Before publishing, you should also keep user-centricity in mind and set a clear search intent for each keyword. This means that the content created should be tailored to the searchers’ intent to ensure a better experience for users.
Checklist: Unhelpful content
If your content meets the following criteria, it is probably unhelpful content:
- The content was written for the search engine and not for the users
- The content does not contain any new information but simply merges existing content from other websites.
- We try to cover as wide a range of topics as possible in order to rank for as many keywords as possible.
- Questions asked are not answered or questions that arise from the search terms remain unanswered.
How to create useful content with added value
Content with a clear thematic focus that is related to the website is an initial indication of helpful content. You should also make sure that you or your online editors strive to create content pieces that are as detailed as possible and provide readers with comprehensive information. However, they should not be drawn out unnecessarily. Finding the right middle ground is crucial. The content should also be suitable to actually support searchers in finding a solution.
The following seven questions will help you analyze whether your content is useful content within the meaning of the Google Helpful Content Update:
- Does your content bring a breath of fresh air? Do you have in-depth reports, crisp analyses, or the ultimate insider knowledge about a topic? Are you delivering real value or have you just written off your competition?
- If your content is about a specific page, have you linked to that as a source?
- Do you summarize your content appropriately in the headline or are you just using cheap clickbait?
- Do you have the common thread and spelling in mind?
- Does your content look like you put love and time into it, or does it look like it was created in a hurry?
- Does the content exude trustworthiness? Provide sources, is there background information on the expertise of the authorship? Are there links to “ About Us ” pages or similar?
- Are there obvious factual errors? Was the text written by a layperson or a professional?
If you can answer these questions to your satisfaction, your content is on the right track.
Conclusion
The Google Helpful Content Update requires online marketers to clearly move away from superficial, meaningless content and instead focus on quality and user-centeredness. Content creators are more challenged than ever to rethink their strategies: the importance of adding value for users and adapting to clear search intentions are becoming increasingly important. Long-term success in online marketing therefore requires time, commitment, and the willingness to continuously improve and put people at the center.
Are you ready to embark on a journey to the top search engine spots? Do you want to focus on users and rely on inbound marketing? Then Times IT is the right agency for you. The experts at our content marketing agency will only create content for you in accordance with the Google Update. Let us convince you of our many years of expertise and set sail together.
Frequently Asked Questions
What content does the Google Helpful Content Update affect?
The Google Helpful Content Update affects all types of online content that appears in Google search results. It influences websites, blogs, articles, product pages, videos, and any other form of content that ranks in Google’s organic search results.
Does my content meet the requirements of the Google Helpful Content Update?
To determine whether your content meets the requirements of the Google Helpful Content Update, you can perform a content audit. Check your content for quality, relevance and user focus. Make sure your content meets the needs of searchers.
What impact does the Google Helpful Content Update have on online marketing?
The update focuses on high-quality, useful content and rewards websites that offer users real added value. Long-term success in online marketing therefore requires the creation of high-quality content that meets the needs and expectations of users.
