Google's Content Revision: Insights from SEO Specialists
In a significant move to improve the quality of search results, Google has rolled out its latest algorithm update, the "Helpful Content Update," on August 25, 2022. This update aims to reward content that is genuinely helpful and useful to users, rather than content created solely to game search rankings.
The key characteristics of this "people-first content" approach highlight the importance of creating content primarily for real users, rather than search engines. This includes:
- Writing for the audience, not for keyword stuffing: Content should focus on serving real user needs by answering actual questions clearly and usefully, avoiding superficial or repetitive keyword-heavy content.
- Originality and firsthand experience: Google favours content created by someone with genuine insight or direct experience on the topic, reducing the visibility of vague, recycled, or low-value content.
- Expertise, Authoritativeness, and Trustworthiness (E-A-T): Content should demonstrate clear expertise, credible sourcing, and trustworthiness, which can include transparent author credentials and accurate information.
- Clarity, purpose, and helpfulness: It’s not about word count but about clear, purposeful content that adds real value and is easy for users to understand.
- User-centered structure and usability: Effective use of headings, internal links, visuals, and ensuring pages have smooth user experiences such as fast loading and mobile-friendly interfaces support people-first content.
Google's E-A-T principle in SEO plays a crucial role in determining the value of content and the platform's effectiveness in ranking relevant and authoritative content.
With the rise of AI-driven search and Google's push toward delivering reliable, authoritative information, the need to end the "SEO-first" approach to content development and prioritize human readers has become increasingly important.
Experts in the field recommend several strategies to create people-first content. For instance, Kristine Schachinger, an SEO and digital marketing consultant, suggests getting help from outside the company when hit by a rollout or new algorithm. Tom Crewe, Freelance SEO Consultant, recommends emphasizing the credibility of content authors by building out author pages and using the Author schema.
Pedro Dias, an SEO consultant and Head of SEO at Autoviaon, advises against acting too early and waiting for the rollout to finish before making adjustments to SEO. Natalie Arney, another SEO consultant, emphasizes that quality, use, and intent are key when creating content for the helpful content update, and that providing value and usefulness is what Google will be looking for.
Kevin Indig, SEO Director at Shopify, recommends evaluating user intent shifts after the helpful content update by comparing the top results for target keywords before and after the rollout.
In essence, Google rewards sites built for real people that show depth, expertise, and genuine usefulness rather than content designed solely to game search rankings. The helpful content update is expected to take up to two weeks to complete, and it's crucial for website owners to adapt their content strategies accordingly to maintain and improve their search engine rankings.
Finance and business professionals should focus on creating content that demonstrates clear expertise, credible sourcing, and trustworthiness, aligning with Google's E-A-T principle. This approach can improve search engine rankings for their websites, as Google tends to favor authoritative and reliable information. Education-and-self-development resources can benefit from this strategy as well, by providing helpful and valuable content to their audiences. Technology can aid in this process by automating keyword research and content optimization for a more user-centered structure and usability.
