Google Helpful Content Update: What It Is, Who It Affects, How to Respond

“... the helpful content update [is] part of a broader effort to ensure people see more original, helpful content written by people, for people, in search results.” — Google Developer

Every time Google changes its algorithm, plenty of small businesses moan in pain: not again! But, we too often forget that these modifications are created so our audience can find the necessary information to guide their purchase decisions — just like the Helpful Content Update that recently took effect.

Introduction

Don’t forget: Google is constantly fighting against misinformation. As the leading search engine in the U.S., and very much so globally, Google places itself as the pioneer in providing the best search experience. In the end, Google is trying to “force” (or encourage. Let’s call it encourage) creators to provide what their audience truly needs.

“Write for the people.” Many content marketers will tell you that. Now, you must write for the people unless you want to sacrifice your search visibilities. And writing alone isn’t enough. You must implement all the SEO content writing best practices and dedicate yourself to providing the best user experience to your audience.

What is Helpful Content Update

Google’s latest helpful content update consists of two parts:

• Ranking rewards to helpful and valuable content, and

• Ranking penalty for low quality content

This is not the first time we’ve heard about these things. Since 2015, Google has continuously launched a series of algorithm updates to promote original, in-depth content that provides users with the answers they need while removing fraudulent content.

Look at today’s SERPs, and you’ll notice how much it has developed from the simple search results compared to earlier days, say, 2010. Featured snippets, structured schema data, and many other elements create the most personalized SERPs based on each user’s needs.

However, one thing Google could not stop was businesses flooding the Internet with worthless fluff and broken records hoping to gain visibility by tackling certain keywords. And I know on the days you’re not working on improving your small business SEO, you’ve also complained about the “X ways to get rich fast” and recipes that are long enough to hide a murder confession inside.

What Content Is Affected

Google’s helpful content update went into effect almost immediately. If you diligently track your website’s SEO performance using any leading tools, I’m sure you’ve noticed some significant fluctuation in your ranking.

Specifically, some pages previously ranked high may have dropped drastically, while other pages you didn’t expect may be performing better.

This is all because the new update affects certain content more significantly than others.

1. Clickbait content that doesn’t provide the information it promises to provide

Think of all those articles about a movie sequel release date you’ve waited forever, even though the directors and producers never gave a definite timeframe.

Clickbait content promises one thing but turns out to be another. Another great example is when a business promises information but instead sells itself throughout the article. (Have you done it too!?)

2. Duplicated Content

I’m not talking about straight copy-and-paste, nor am I talking about completely plagiarised articles. Duplicated content, in this case, could also mean content that lacks originality. If you only repeat what others have said, you’re doomed to be washed out.

3. Unsatisfactory Content

People have long talked about how posting a few 500-word blogs per month is an SEO best practice. I call that bullshit, and now Google calls it out too.

Unsatisfactory content is content that doesn’t serve its full purpose. For example, if someone searches “how to build your own website,” and you only talk about how to get a free domain with Squarespace and create a basic layout, you’re not giving your readers all the answers they need. Similarly, if someone is looking to book an appointment and the page they landed on doesn’t provide a way to convert, that page does not satisfy the visitor.

Finally, poorly-written content, hard-to-navigate user interface, and bad visual design could also make your content unsatisfactory to the users.

4. Low Authority Content

Low authority content doesn’t have much to do with your domain authority. Rather, it happens when someone branches out of their niche, hoping to capture other keywords.

For example, if you’re a yoga instructor but suddenly begin to talk about nutrition, while that topic is somewhat relevant to your business, it is not quite your field of expertise. While you may get some ranking increase initially, your content doesn’t have a chance against those put out by nutritionists and meal-planning companies.

Types of Businesses Affected

The Helpful Content Update impacts some businesses more severely than others. Specifically:

• Movie and product review sites

• Digital publications (city guides, local guides, etc.)

• Hospitals, rehabilitation, and other healthcare niches

• Business services and consultants

• Coaching and leadership training

In other words, any industry that relies on content to generate demand and educate its audience must pay extra attention to content quality when developing its SEO content strategy.

How to Create Helpful Content As a Small Business

Don’t worry. Google is not out here to harm. Instead, there are simple ways small businesses can stay on the algorithm’s good side and even increase their rankings further.

Improve Your User Experience (UX)

Begin with improving your user experience. Because what’s the point of having good content if it’s a pain in the ass to read it?

When improving UX, pay attention to the following:

• Optimize for a better mobile experience because most of your website traffic will come from the mobile end

• Implement a modern, easy-to-read visual design and improve content accessibility for those with disabilities

• Create a robust internal linking structure to help your users navigate from content to content

• Develop a full-funnel content strategy to answer questions for audiences in each funnel stage.

• Optimize for a faster site speed — people don’t want to wait!

Focus on Local SEO

Local SEO will be the bread-and-butter for small business SEO from here on. Fortunately, it’s also one of the simplest optimizations small businesses can implement.

Use the new Helpful Content standards to ensure your local listings are informative and helpful. Link your website, create multiple ways to convert, and utilize Google’s business profile attributions and the FAQ function to provide as much information as you can.

Once you’ve got the basics down, then, you can explore other venues such as citations and listing, local reputation management, and local media relations.

Guide Content Creation With Thought Leadership

When developing your content marketing strategy, focus on resonating with your user’s intent. For example, a MOF lead aware of their problem is probably shopping around so they can find the best solution. Meanwhile, your TOF audience barely knows anything so your focus should be on generating demands.

Position yourself as the expert in your niche, and hold yourself accountable for providing the most up-to-date and in-depth information to your audience. This is not easy and takes much longer than a quick round of UI updates or technical optimization. However, guiding your content creation process with thought leadership will keep you ahead of the competition in the long run.

Conclusion

Even as an SEO expert, I never liked it when Google updated its algorithms. For better or worse, every update creates stress on businesses and content marketers alike. That is undeniable.

However, keep in mind that the Helpful Content update is meant to bring trustworthy, dedicated businesses who truly care about their customers more benefits than harm. As long as you’re creating truly valuable content for your audience, you should see more rank boosts than penalties as the update goes into effect.

Of course, there are other things you can do to make your content stand out more. For example, consider investing in some SEO content writing tools. Leverage AI schema generators and AI writers even! As long as you’re ethical, professional, and honest, why shouldn’t more people see your business?