Google’s much-discussed update on the helpful content update was released in late August and is now live. This latest update emphasizes people-first content, which means that websites that provide value and assistance while informing the reader should thrive. What exactly does this mean, and what should businesses do if their search engine visibility suffers?

1. Unhelpful content on websites will struggle. Writing for your website to meet a word count goal will not get you very far. The goal is to provide users with value and all of the possible information they may need from a single page, rather than to publish as many posts as possible. 

Websites that only publish AI-generated and surface-level content are most likely to struggle. If the content on your website is highly authentic, one-of-a-kind, and valuable, answering questions or providing a solution, you’re on the right track.

Organizations will need to reassess their content strategies, define the patterns of harmful content, and spend the next few weeks updating and bringing their strategies up to date.

2. Do you demonstrate enough first-hand knowledge? Instead of posting poorly written content and summarising what has already been said, aim to share in-depth knowledge, demonstrate expertise, and discuss first-hand experiences. Google mentions in its helpful content algorithm update announcement that you should demonstrate your expertise (for example, if you’re reviewing a restaurant, you should’ve actually visited it and tried a particular plate) or have used the service you’re writing about.

3. Concentrate on specific flaws in search results. According to the most recent algorithm update, content creators must post content that matches users’ search intent and is the most comprehensive on the topic. Your job is to seek out content that does a poor job of doing so.

It likes to be certain that we can rank for a specific keyword due to a specific problem or weakness, discovered in Google SERP. Here are a few examples:

• Your target keyword is missing from the page title.

• The word count on the page is less than 1,000 words.

• It takes more than three seconds for the page to load.

• The page was created over six months ago.

• The page is written at a ninth-grade reading level or higher.

• The page provides a poor mobile experience.

4. Don’t overspread your website. Google also states that it will not deviate from the main topic in order to prioritize users. Websites about email marketing, for example, should only contain email-related content.

If your website is ranking for keywords that aren’t directly related to your niche and some of your content is a loose tie-in, you could be in trouble. The useful content update is all about authoritative topical authority. As a result, instead of attempting to increase website traffic by tapping into adjacent markets, you should create content that is completely aligned with your core proposition.

Organizations must first concentrate their efforts on one area. When that area has been exhausted, proceed to the next level.

Don’t Be Concerned About Google Search Updates

You are more likely to move up in search results if your content strategy is on point and everything on your website promotes and aligns with your brand values. If you erred, now is your chance to correct your mistakes by following Google’s tips and advice, which should not be too difficult to implement.

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