How to Recover from Google's Helpful Content Update
The recent Google Helpful Content Update (HCU) is a fantastic opportunity for content creators and website owners to race up the rankings.
The update, which hit us hard and fast (for better and for worse) in September 2023. Due to Google prioritising content that genuinely serves users, offers real value, and provides a satisfying experience.
The HCU aims to boost websites that focus on user-first content while opposing those that rely heavily on SEO tactics that prioritise search engines over actual human readers.
The impact of the HCU has been significant.
It has pressed many brands to reevaluate their content strategies. Websites that once enjoyed high rankings have found themselves challenged by whether their content needs to meet Google's new criteria.
This shift underscores the importance of adapting to these changes for compliance and fostering a deeper connection with audiences through genuinely helpful and engaging content.
Understanding the nuances of the HCU and strategising a path towards recovery or adaptation is super important. This article will guide you through the process, offering insights into the types of content affected, the role of E-E-A-T in your content strategy, and practical tips to realign your website with Google's updated guidelines.
Key Takeaways:
Conduct content audits to identify and refine or remove low-value content.
Enhance user experience for better engagement and satisfaction.
Create high-quality, valuable content that genuinely addresses user needs.
Leverage E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) for content optimization.
Engage with your audience to understand their needs and preferences.
So, what is the Helpful Content Update?
At its core, the Helpful Content Update (HCU) is Google's latest move to ensure that the content served to users is relevant, genuinely helpful, and satisfying.
Think of how many times you’ve Googled a question and then added “Reddit” to the query to ensure you actually get personal, high-quality answers.
The update continues Google's mission to make the web a more useful place, where quality content that fulfills user intent is rewarded, and practices that prioritise search engines over real human engagement are discouraged.
Principles of the HCU
The HCU is built around several fundamental principles aimed at improving the user experience on the web:
1. User-first: The update reinforces the importance of creating content that considers the user's needs and experiences rather than focusing solely on what might rank well in search engines.
2. High Value: Google is looking for content that provides unique value, information or insights not readily available elsewhere. The goal is to surface content that users find genuinely helpful and informative.
3. Engaging to read: The HCU update aims to reward content that keeps users engaged, answering their questions comprehensively and encouraging them to explore more deeply rather than bouncing back to search results.
By emphasising these principles, Google aims to elevate the quality of web content, ensuring that users are met with answers and insights that truly satisfy their queries.
Types of Content and Practices Negatively Impacted
With the HCU, certain types of content and SEO practices find themselves in the crosshairs, including:
Thin content: Articles or pages with very little helpful information or shallow content that doesn’t comprehensively address the user's search query.
SEO-First content: Content that could be more optimized for search engines with excessive keyword stuffing, resulting in a sub-par reading experience.
Duplicate or Low-Effort content: Content copied from other sources without adding any original value, insight, or content mass-produced with little thought for quality or usefulness.
Misleading information: Titles or headers that promise more than the content delivers, leading to user frustration and dissatisfaction.
These practices, once perhaps seen as shortcuts to higher rankings, are now liabilities in the wake of the HCU.
Google's message to creators is clear:
The path to visibility in search results is paved with content that prioritises the user's needs and experiences above all else.
Understanding the HCU's core principles and the types of content it aims to penalise is the first step in aligning your content strategy with Google's updated guidelines.
The Importance of E-E-A-T in HCU
In the wake of Google's Helpful Content Update (HCU), the framework of E-E-A-T — Experience, Expertise, Authoritativeness, and Trustworthiness — has gained even more significance.
This enhanced focus introduces "Experience" into the already critical E-A-T criteria, emphasizing the value of content created from firsthand knowledge and personal involvement. Here's a closer look at why E-E-A-T is pivotal in the era of the HCU and how it serves as a foundation for aligning content with Google's updated goals.
What does E-E-A-T stand for?
Experience: This new component underscores the importance of creating content based on personal experiences, offering insights or advice that only someone directly engaged with the topic could provide. It's about adding a layer of authenticity and relatability that purely research-based content may lack.
Expertise: Refers to the depth of knowledge and competency the content creator has in a specific field, whether through formal education or self-acquired skill.
Authoritativeness: This part evaluates the creator's credibility and recognition within their field and the content's ability to be considered a definitive source.
Trustworthiness: This focus on the content's accuracy, transparency, and honesty ensures that the information is reliable and that the source is one that users can trust.
E-E-A-T can provide a content foundation post-HCU
The introduction of the HCU has made E-E-A-T a guideline and a foundational element for content strategy. Here's how E-E-A-T aligns with the goals of the HCU:
Promoting valuable user experiences: By emphasizing experience, Google encourages creators to produce informative content enriched with personal insight and practical advice. This aligns with the HCU's focus on serving users with content that meets their needs comprehensively and engagingly.
Encouraging deep, expert content: Expertise and authoritativeness signal to Google that the content is well-researched and created by someone knowledgeable and respected. This content is more likely to fulfil the HCU's criteria for helpfulness and depth.
Building trust: Trustworthiness ensures the content is accurate and reliable, whcih is super important in the era of fake news and misinformation. Trustworthy content builds user confidence and satisfaction, at the heart of the HCU's objectives.
Basically, E-E-A-T acts as a blueprint for creating content that resonates with the HCU's ethos. It encourages content creators to go beyond superficiality and strive for meaningful, authentic, and authoritative content.
This approach aligns with Google's vision for a better web and also helps creators build lasting trust and loyalty with their audience.
Strategies to recover rankings from the HCU
Navigating the post-Helpful Content Update (HCU) landscape requires a multifaceted approach to ensure your content strategy aligns with Google's renewed focus on user-first, valuable content.
Here's a comprehensive guide on how to adapt your content and thrive in the new SEO world:
Run an audit and remove low-value content.
Conducting a content audit is the first step towards recovery and alignment with HCU standards.
Here's how to run an audit:
Inventory your content: List all pages and posts on your site. Tools like Google Analytics and Screaming Frog can help automate this process.
Assess for quality and relevance: Evaluate each piece of content against HCU criteria. Does it provide unique value? Is it user-focused? Remove or revise content that is overly SEO-driven, duplicates other content on the web, or doesn't serve a clear purpose for your audience.
Update and improve: For content with potential, update it to enhance readability, depth, and value. Incorporate original insights, detailed analysis, and practical advice.
Enhance the user experience
Your website's user experience (UX) plays a role in satisfying HCU requirements.
Focus on:
Site speed: Use tools like Google's PageSpeed Insights to identify and fix issues slowing down your site.
Mobile-friendliness: Ensure your site is responsive and easy to navigate on mobile devices.
Navigational ease: Simplify your site's structure and menu to make meaningful content accessible.
Focusing on high-quality, valuable content creation
Creating content that genuinely serves your audience is the central theme we'll be looking at. Here are strategies to ensure your content meets these standards:
Address user needs and answer questions: Start with keyword and audience research to understand what your audience is searching for, then create content that answers those queries comprehensively.
Incorporate personal experience and expertise: Share personal stories, case studies, and examples to add depth and authenticity to your content.
Use a varied content format: Beyond text, consider videos, infographics, and podcasts to convey information most engagingly.
Tips for leveraging E-E-A-T to optimise content
To showcase the experience, expertise, authoritativeness, and trustworthiness in your content:
Look at the competition: Take stock of what is ranking first. That’s who you want to beat. Read through the content to fully understand what they have explained and what they’ve missed. Update your content to fill in the gaps.
Highlight author credentials: For topics requiring expertise, include author bios highlighting credentials, experience, and why they are trustworthy sources. For example, if you’re writing a blog about healthcare, have the content reviewed and fact-checked by a healthcare professional. Make sure to link to their LinkedIn and add an author schema markup.
Cite sources: Back up claims with data from reputable sources. This not only enhances trustworthiness but also strengthens your content's authoritativeness. Use websites such as Help a B2B Writer to get quotes and help from subject matter experts.
Reflect real-life experience: Share personal experiences and lessons learned to enrich your content's value and relatability. For example, I've personally used these tactics to improve the rankings of Amberscript; you can read the case study on SEMrush. See what I did there? *wink*
Engaging with your audience:
Understanding and engaging with your audience is essential for creating content that resonates and builds loyalty. You can simply allow comments and discussions on your content.
Monitor feedback: Pay attention to comments, social media mentions, and user reviews. Use these insights to tailor your content strategy to meet your audience's needs better and answer their questions.
Encourage interaction: End your posts with questions or calls to action, encouraging readers to engage. Respond to comments and participate in discussions to foster a community around your content.
Use social media wisely: Share your content on social media platforms where your audience is most active. Use these channels to engage in two-way conversations, gather feedback, and understand what content your audience values most.
By implementing these strategies, you can align your website and content with Google's HCU, ensuring that your site not only recovers but also thrives by delivering genuine value to your audience.
Stay in the game with Google's future updates
Google's algorithm updates, including the Helpful Content Update (HCU), serve as reminders of the chaotic nature of search engine optimization (SEO). Staying ahead involves adapting to current changes and preparing for future updates.
Here are key strategies to ensure your content remains compliant and doesn't drop rankings
Embrace a culture of continuous improvement
Stay informed: Keep up-to-date with SEO news and updates from reliable sources. Google's blogs, forums, and reputable SEO news websites are invaluable for insights into upcoming changes.
Run regular content audits: Make content audits part of your SEO routine. This will help you identify areas for improvement and ensure all content remains relevant, valuable, and aligned with Google's guidelines.
Use analytics: Monitor your site's performance closely using tools like Google Analytics and Search Console. Look for trends in traffic and rankings that indicate how well your content aligns with Google's algorithms.
Focus on quality and user experience
Prioritise user experience (UX): Continuously refine your website's design, load times, and navigation to ensure a seamless and engaging user experience. A site that is enjoyable and easy to use is more likely to be favoured by users and search engines.
Invest in high-quality content: Avoid chasing algorithm trends at the expense of content quality. Instead, create insightful, informative, and engaging content that serves your audience's needs.
Build for the long term.
Develop a strong strategy: Plan your content with a long-term vision, focusing on topics relevant to your audience and likely to remain so. This approach helps build a solid foundation to withstand changes in SEO trends.
Develop authority: Establishing your site as a reputable source in your niche involves consistently producing high-quality content and earning backlinks from other authoritative sites. Over time, this builds a trustworthiness and authority valued by Google's algorithms.
Stay adaptable
Be ready to pivot: When Google announces updates, be prepared to review and adjust your content and SEO strategies as necessary. Flexibility and adaptability are vital in navigating changes successfully.
Engage with your community: Building a loyal audience through regular engagement can provide a buffer against algorithm changes. When your audience values your content, they're more likely to seek it out directly, reducing reliance on search traffic.
Educate your team
Continuous learning: SEO is a field that requires ongoing education. Encourage your team to stay current with SEO best practices and continuously learn from industry experts, courses, and webinars.
By adopting these strategies, you can create a resilient SEO approach that aligns with current Google updates like the HCU and is well-positioned to adapt to future changes. The goal is to build a strong, audience-centric online presence that delivers value and stands the test of time.
Conclusion
In the aftermath of Google's Helpful Content Update (HCU), adapting your content creation approach is necessary for staying relevant and successful.
This guide has outlined essential strategies for aligning with Google's emphasis on valuable, user-first content, underlining the significance of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) in producing resonating content.
Key takeaways include:
Conducting thorough content audits to refine or remove low-value content.
Enhancing user experience to boost engagement.
Focusing on crafting high-quality content that addresses user needs.
Engaging with your audience and staying adaptable to future updates are critical for maintaining a solid online presence.
The HCU presents an opportunity to prioritise meaningful content creation that aligns with Google's guidelines and builds a deeper connection with your audience. Now is the time to implement these strategies, ensuring your content is helpful and high-quality and setting you up for long-term success!
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The Helpful Content Update (HCU) is Google's initiative to prioritize content that is genuinely helpful, valuable, and user-focused, aiming to reward websites that offer real value and a satisfying experience over those employing SEO-centric tactics.
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The HCU emphasizes creating content that prioritizes users' needs, offering unique value and engaging experiences. It targets thin, SEO-first, duplicate, and misleading content, encouraging a shift towards more authentic, informative, and user-centric content creation.
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E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) has become crucial in aligning content with HCU goals. It underscores the value of firsthand experience, deep knowledge, credibility, and reliability in content creation, serving as a blueprint for meeting Google's updated standards.
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Run an Audit and Removal of Low-Value Content: Identify and improve or eliminate content that doesn't meet HCU standards.
Enhancing User Experience: Focus on site speed, mobile-friendliness, and navigational ease to improve user engagement.
High-Quality, Valuable Content Creation: Address user needs with content enriched by personal experience and expertise.
Leveraging E-E-A-T: Showcase your and your content's experience, expertise, authoritativeness, and trustworthiness.
Engaging with Your Audience: Understand and cater to your audience's preferences and needs through direct engagement.
