What’s the Deal With Google’s New Helpful Content Algorithm Update?
Back in August, Google announced a new ‘helpful content’ algorithm update. This attracted a lot of attention at the time. On the face of it, justifiably so.
The aim was to focus more on ‘original, helpful content written by people, for people in search results.’ Rather than content written mainly for SEO (search engine optimisation). The new people-first emphasis would apply a website-wide ranking system. And content considered ‘unhelpful’ would probably perform less well in searches.
Not everything is as it seems
So, how’s it going? Not so well, it appears. For starters, not a lot has actually changed in website rankings. As Olaf Kopp explains in an insightful article, the trailed ‘big bang’ never happened. The update’s impact was fairly limited compared to previous algorithm updates. And there’s a suspicion that the ‘helpful content update was a well-executed PR campaign.’
But, fair play to Google, there may be other developments in the pipeline, which we’re not yet sighted on, that will give the update greater traction over time.
And this episode doesn’t detract from the essential point that search engines reward good user experience, and that keywords are no substitute for good quality content.
I know, I know… Many of you will say: I already make a point of avoiding keyword stuffing, writing high-quality content that meets my website visitors’ needs. And I don’t doubt you for a second.
Let’s take another look
But there’s no harm in reminding ourselves what the Google guidelines say about how to go about creating helpful, reliable, people-first content. These boil down to an eminently sensible set of Do’s and Don’ts.
Let’s run through the main points.
Avoid:
Content that is primarily made to attract visits from search engines (ie via over-use of keywords).
Extensive reliance on a wide range of AI-generated content in the hope that some of it will perform well in search results.
Summarising what others have already said without adding value.
Leaving readers unsatisfied with the level or quality of information they’ve received.
Writing to an arbitrary word limit because you've heard that Google has a preferred word count (they don't).
Covering a specialist topic outside your real area of expertise in an attempt to generate additional search traffic.
Ensure:
Your content meets the needs of a defined audience who will find it useful.
That you demonstrate knowledge of the subject and present information in a way that encourages readers to trust it (eg clear sourcing, evidence of expertise involved).
The main heading or page title provides a descriptive, helpful summary of the content.
The content is well-written (with no spelling, stylistic or presentation issues).
Your website content demonstrates the main purpose of your business.
Readers have a satisfying experience and will feel they've learned enough about a topic to help them achieve their goals.
You produce high-quality content which allows Google's automated systems to prioritise content that demonstrates ‘expertise, authoritativeness, and trustworthiness’ (what they call E-A-T). How this is defined by Google will continue to evolve.
Wrapping things up
So, there you have it. But maybe you’re not sure if you’re getting the focus or balance of your copy right. And want to review, refresh and improve your content, removing anything that Google might consider unhelpful.
If this is the case, drop me a line to arrange a free content audit for your website and blog. I’ll cover user value, readability and search engine friendliness. And you’ll know how you can develop your website to best effect to get more eyes on your business.
Photo by Markus Spiske on Unsplash