The Helpful Content Update 1.0 from Google
The latest Google search engine update is currently keeping the SEO industry and website operators busy. If the initial expert assessments are to be believed, this update can and will Rankingings really shake things up.
The Algorithm update is designed to help Google identify helpful content for users. The search results should provide the user with exactly what he or she is really looking for (= search intention). Yes, Google recognizes when you click the back button and look at more results (and much more, but that's not today's topic).
But before we go into detail about the changes, let's start with who the update affects and how it works.
Who is affected by the update?
In general, the update affects both websites and individual pages. This means that if you only have individual pages that Google classifies as unhelpful, this will affect your entire website.
How does the update work?
According to Google Developers Blog the update was launched on 25.08.2022 and took 2 weeks. For the time being, it only applies to English-language websites. However, as we know from Google, it usually doesn't take long for the update to be rolled out for other languages.
As soon as the date for Germany is fixed, you will find it here.
The Helpful Content Update is Google's biggest algorithm update since "Panda" in 2011.
The update affects individual pages and the entire website.
In use on English-language sites since 25.08.2022.
What is "people-first content"?
Google is therefore concerned with ensuring that the search results spit out useful content for users. Google focuses on people-first content, i.e. content that is for people, not for search engines. For Google, this means that a specific target group should be addressed and the content should attract website visitors.
You should therefore focus on your target group, their needs and problems. Answer all the important questions with your personal expertise or the core competence of your company.
You have to provide your target group with what they are looking for: a solution to their problem or an answer to their questions. And all with your individual competence and expertise.
If you don't do this, you will probably be one of the losers of this update. Google wants to "penalize" unhelpful content much more in the future.
What role does "SEO-first content" play now?
SEO-first content is still important, as your website must first be found in search engines in order to provide helpful content for users.
So it's not a question of whether people-first or seo-first, but as is so often the case, it's the mix or combination that makes the difference!
By the way, SEO-first refers to the right structure, links, meta texts, keywords, backlinks and these topics.
What happens with AI-driven SEO texts?
In my opinion, Google is making it much more difficult for AI-controlled SEO text generators with the new update. The AI tools are not yet developed to the point where they can really create individual texts.
Content "by people for people" requires individuality, personality, your own expertise & opinion as well as emotions & feelings. AI does not (yet) have any of this. At least not fully developed.
Personally, I think AI tools are great for overcoming writer's block, for example. The text you create must always be personalized and adapted to your individual expertise and opinions afterwards.
If you are interested in the topic of AI tools, please let me know in the Comments know.
"People-first content" is becoming much more important and means creating "content by people for people".
SEO-first is still the basis for a successful search engine ranking.
Texts from off-the-shelf AI tools are not enough for good rankings.
What you should pay attention to now and what you need to do
To continue to get good rankings in the most important search engine in the future, you should pay attention to the following things, among others:
- Check and, if necessary, revise your existing website content for "people-first content"
- Focus on your central topic & your target group
- Provide solutions to problems and answers to questions asked
- Underline your expertise, competence & individuality
- Create your own content, no copy & paste or rewording of other content
- Continue to pay attention to all SEO-first aspects
- Create content for people, not search engines
- Create your own brand to increase the trust of your visitors
- Use AI tools with caution and only as a "writer's block remover"
Of course, this list is not exhaustive. But I think it makes it clear what the future holds.
Update September 2023: The Helpful Content Update 2.0
Google has released another Helpful Content Update. This has caused enormous ranking losses for many websites. Google devalues bad (in the sense of "not helpful" - see above) even more drastically than before.
So let's take a look at the specific innovations it brings. Overall, Google wants the update to Even better and more relevant search enable.
Improved evaluation of helpful content. A new AI model makes the evaluation of helpful content more accurate and fairer. The model takes a variety of factors into account, including the quality of the content, the accuracy of the information and the relevance to the search query.
New possibilities for interaction with helpful content. Users can now rate and comment on helpful content even better. This makes it easier for other users to find out which content is relevant and helpful for them.
Personalization of helpful content. In future, Google will adapt the helpful content even more to the individual needs of users. Among other things, the search history, interests and location data of users will be taken into account.
Practical examples of how Helpful Content 2.0 will have an impact:
- A user searches for information on a new product. Google not only shows him the most relevant results, but also ratings and comments from other users.
- A user is looking for a cake recipe. Google not only shows her recipes, but also tips and tricks from other users. So the user can be sure that her cake will be a success.
- A user is looking for advice on a specific topic. Google not only shows him articles and videos, but also forums and discussion groups. This allows users to exchange ideas with other users and obtain different opinions.
The facts summarized
- \The update focuses on content that provides added value
- \Google devalues not only individual subpages with poor content, but the entire website
- \The algorithm update affects both websites and individual pages
- \"People-first content" is becoming more important
- \Even good content performs worse if it comes from websites with unhelpful content
- \There are guidelines that you can follow
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