Adapting To Google’s Helpful Content Update

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How to adapt to Google's helpful content update - TypeStack
How to adapt to Google's helpful content update - TypeStack
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Google continues its streak of updates and directives for websites and businesses. With the help of the ‘Helpful Content’ update that was released in August 2022, the search engine has made its new directives and ranking factors clear.

So, while we talk about the best SEO strategies, it is important to get an idea about Google’s Helpful Content update to ensure your content is in line with the ranking factors that the search engine puts most emphasis on.

Now, before we start discussing how to optimize your website with Google’s Helpful Content update, let’s first understand what it really is.

What is Google’s Helpful Content Update?

With the help of the latest ‘Helpful Content’ update, Google wants websites to take a big step towards providing information to users. It is just a consolidation of Google’s endeavors to provide users with more original content, which is written by humans for humans.

The technical aspect that you should know of:

  • Google has started using a site-wide ranking signal to determine whether your website has helpful content or not.
  • Google has started employing machine learning to detect content created with AI content bots. Such AI-generation content is spam in the eyes of Google.
  • Google will no longer promote content that is made for monetization and clicks.
  • There will be no penalties, however the website will start losing organic traffic.
  • Detection becomes obvious for larger volumes, where aggregation becomes a problem.

Adapt to Google’s Helpful Content Update with These Tips

Create a Content Strategy Beyond Just SEO Data

It is important to think of a content strategy beyond just an SEO perspective. You should start discussing with your product managers, salesmen, CX reps, and support employees to discuss customer pain points that they encounter. The strategy should be based on these very aspects instead of just SEO. Here are some pointers:

  • Pain points in terms of products
  • In terms of competitors
  • In terms of product upgrades, loyalty, and customer satisfaction

Use insights

In order to form real content that satisfies visitors as well as existing users, it is important to use expert insights. Creating content that digs deeper into the information your users are looking for is the way to go. It is imperative to provide as much information as possible to ensure maximum CSAT, thereby boosting customer engagement.

Here are a few pro tips with regard to using insights for Google’s Helpful Content update:

  • Aggregate data, but follow it up with insights. The insights should be unique.
  • Don’t rewrite snippets, and think it will help you rank higher on Google. Create unique content.

Learn to Tackle PAA (People Also Ask)

‘People Also Ask’ and featured snippets are important search elements on Google. It is time to start optimizing your content for these elements. Remember, these snippets are wholly based on the information you pass on to the readers. So, optimizing your strategy to rank here will automatically better your content too.

Utilize the 3-point Process

Based on Google’s Helpful Content update, we have put together a 3-point process that you should implement to get ahead of your competitors and offer your customers what they are looking for. Check it out.

Step 1: Create a content strategy to leverage SEO for PAA and other dedicated snippets on SERPs. Use this strategy to create new content or update old ones.

Step 2: Know about all the customer pain points by asking your PR and other communication and engagement teams to highlight them. This way, you get direct insights into what your visitors need from you. Strategize content accordingly.

Step 3: Be bold with your content delivery. Know that giving out information is not enough if it does not make any sense; thousands of other websites have the same information. Offer something extra, something unique. Provide your (effective) views, and help visitors in their decision-making endeavors.

The Key Takeaway

Google Helpful Content update isn’t among the biggest, but it will surely make a huge difference.

Summarizing the new and effective update: 

  • Focus on solving problems through your content, not on SEO.
  • Create content for humans and by humans. Avoid employing AI-powered content generation tools, Google will be able to detect them from now onwards.
  • While there won’t be any penalty for non-compliance, websites will experience a dip in organic search traffic.

That sums up Google’s Helpful Content update. It will not make a big difference for websites that have already been practicing these. However, newer websites have a better scope of implementing these tips right from the start.