Google’s search algorithm undergoes continuous refinement to cater to the dynamic nature of user behaviors and technological progress. Each year, numerous updates are implemented to enhance search outcomes and elevate the user experience, contributing to Google’s substantial market share.
The first iteration of Google’s Helpful Content Algorithm Update concluded its rollout on September 9th, 2022, followed by a subsequent refinement in December 2022 that expanded its classification capabilities to include non-English languages.
In May 2023, anticipation was building for another adjustment to the Google Helpful Content update, which aims to recognize content with distinctive expertise and unearth “hidden gems.” The precise rollout date remains unknown, but it is expected to be introduced within the coming months.
Understanding the implications of this new update for your business and preparing for it is crucial, especially given Google’s dominance over the global search engine market. This is a pivotal consideration for any SEO strategy aiming to yield tangible results and secure a top position on the Search Engine Results Page (SERP).
This blog delves into the nuances of the latest update and offers strategies to align your content strategy with the anticipated changes.
The Helpful Content algorithm update is part of Google’s broader initiative to deliver valuable content and an enjoyable search experience. It generates a sitewide signal that favors original, user-focused content while demoting low-value content crafted primarily for search rankings. The goal is to present information that is genuinely useful and aligns with user intent and expectations.
This automated, machine learning-based classifier categorizes content as helpful or unhelpful. Websites with substantial amounts of unhelpful content fare poorly in search results and lose organic visibility, while those deemed helpful content providers are rewarded with higher rankings. However, high-value content alone is insufficient; the classifier also evaluates aspects like content length, structure, formatting, accessibility, and overall user experience.
The classifier’s signals are weighted, storing information about unhelpful content for future assessments. Google’s documentation highlights that sites with high levels of unhelpful content are less likely to perform well in search, though some content within such sites may still rank well if it is identified as helpful and relevant.
According to GWI, 57.8% of internet users seek information, desiring accurate, concise, and engaging answers. The new Google Helpful Content update aims to better understand original content from personal or expert perspectives to provide more relevant information to users.
The new update is set to enhance search results by:
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In conjunction with the December 2022 iteration of the Google Helpful Content update, Google introduced ‘Experience’ as an additional criterion in their Quality Raters’ Guidelines, renaming ‘E-A-T’ to ‘E-E-A-T’ or ‘Double E-A-T’. This update assesses whether content demonstrates a degree of experience, such as product usage or firsthand visits, in addition to expertise, authoritativeness, and trustworthiness.
The upcoming Google Helpful Content update will remain committed to its original objective, emphasizing the importance of crafting unique, reliable content that demonstrates authority and expertise. For SEO strategists and business owners, this means adjusting strategies to produce compelling content written by individuals for individuals.
Google has consistently signaled the end of keyword-stuffing and search engine-centric writing. Aligning with the new Google Helpful Content update now will ensure that SEO efforts remain future-proof.
To adapt to these updates, it’s essential to understand the distinction between helpful and unhelpful content. Google defines helpful content as being:
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Our WordPress SEO Guide and Shopify SEO Checklist provide detailed insights into SEO best practices to comply with the Google Helpful Content update and improve your website’s ranking.
Auditing your website’s current content is key to developing a strategic approach to the Helpful Content algorithm update. The table below summarizes the traits shared by Google to differentiate between people-centric and search engine-first content.
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The surge in Generative Artificial Intelligence has not deterred Google from prioritizing human-led content and strategies over AI-generated copy. Content created with the sole purpose of monetization is likely to be deemed unhelpful and could negatively impact your website’s ranking and organic reach.
We recommend removing or revising unhelpful content to maintain sitewide quality. The classifier monitors newly launched and existing sites, so revisions can help regain search visibility.
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In addition to removing old content, several other significant steps can optimize your content creation strategy for the Helpful Content algorithm update:
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The Google Helpful Content update is another step in Google’s mission to provide a superior, human-centric search experience. The rapid evolution of human behavior and search engines necessitates staying informed and adaptable to these changes to remain competitive.
For a head start on future changes, collaborating with a dedicated SEO marketing agency is crucial. At Coalition Technologies, our team of experts has propelled thousands of clients toward sustainable growth and significant revenue by enhancing their organic search exposure. Contact us today to optimize your website for the upcoming Google Helpful Content update and elevate your business to new heights.
