Helpful Content Update – Reviewing Algorithm Changes

Another day, another algorithm update from Google to wake up all the SEO fans. Earlier in August, Google announced they were releasing the ‘Helpful content update’ which would have a heavy focus on providing content users find relevant in their search results. If you’ve noticed any dramatic changes to your organic rankings lately, it’s probably down to this.

Here we explore what the aim of the update is, what it will affect, and give our expert advice on how to prepare and what to do if your sites are affected.

What is the helpful content update 2022?

“Google Search is always working to better connect people to helpful information. To this end, we’re launching what we’re calling the “helpful content update” that’s part of a broader effortto ensure people see more original, helpful content written by people, for people, in search results.” Quote from Google’s Developer Blog.

As they mention in this statement, this update aligns with Google’s broader effort to provide the best search results possible for each query – something we should all be hoping for as users and businesses. All this means is making sure whatever content you have, or create, is relevant and useful to a user for a given topic. Share why you are the expert in the field and what experience you have, and back this up with evidence and hard facts .

Trying to a grab new audience with a niche keyword with loose ties to your main offering? Probably not a good idea since the new update. Common users of your site will not be looking for this information, and unless there is a clear link, this content can only harm your rankings. Focus on what you know and what you are good at, a good rule for business in general.

Benefits of the helpful content update

While some may argue this is aimed at punishing bad content, there are many benefits that we could all see as a results of the update.

Benefits to users

Firstly, users should be receiving more relevant search results. This means if you are creating well researched and useful content, it will rank highly and provide answers to those who come across it. Whatever the aim of your content, getting it in front of users who will convert is priority.

More relevant results also lead to users getting answers to their queries quicker. It will be harder for articles who stuff keywords or don’t give much information to rank – therefor users can easily locate precise answers.

Benefits to site owners

Not everyone will be negatively affected – it will all depend how your content has been created. In the past, it has been common practice to both stuff articles full of keywords and write for SEO first. The ‘helpful Content update’ has changed this. Anyone with a half decent copywriter or SEO expert shouldn’t have a major problem here as Google have been heading in this direction for a while. Many of us have been trying to create useful content like this for months or even years, and this update is here to give that a boost (as well as knock those naughty Keyword stuffers down a ranking or 10).

What to look out for with an algorithm update

Keep a close eye on Google’s Search Consoleover the next few weeks. Review the following, regularly;

• · Impressions
• · CTR
• · Ranking positions of key terms
• · Average position

The graph under the performance tab shows the data over time and can be a quick way to identify any major peaks or drops . If you notice anything, try to locate an exact date and which queries or pages are most affected. The quicker you identify an issue, the faster it can be solved.

Any advice from Google?

Google advise having a people-first approach to content creation. This doesn’t mean SEO specialists are not needed, it just means they need to work more closely with copywriters to create content which is best optimised for SEO while sounding right to a reader and providing necessary answers. They also provide advice directly regarding SEO, with google’s SEO guide.

To leave feedback on this update, comment on Google’s forum thread.

Any advice from Next Chapter?

1. Find your niche / USP

Focus in on what makes your business and site special, what you can offer that is better or more insightful than anyone else.

2. Share your expertise

When you find your focus, share your expertise and make it clear why your knowledge is so valuable. Why should the reader trust your words on the subject?

3. Write for readers and people – tell a story they want to hear

We may just be repeating Google’s advice here a bit, but it needs to be said again. Not only will you rank better, but by writing for the reader first you will create a rapport with them and see your average time on page go up. If possible, use your content to tell a story – keep them engaged and make them want to keep reading

The SEO agency with an eye on the future

Find it difficult to keep your finger on the pulse? Can’t keep up with Google’s algorithm updates? Get in touch with Next Chapter, a new breed of SEO marketing agency, and our SEO specialists can share their expert advice, helping you achieve your SEO goals and improve your rankings.

Take a look at our range of expertiseand see if we can help with your next campaign, whether it’s SEO or TikTok marketing.