How the Google Helpful Content update changed organic SEO
Understanding the Google Helpful Content update
Date: December 18, 2023
In the dynamic world of digital marketing, the Google Helpful Content Update has emerged as a pivotal change, (massive) reshaping how businesses approach content creation for online visibility and many businesses moved down Google’s SERP’s because of this update. This comprehensive guide aims to demystify the update and offer practical advice for thriving in a post-update digital landscape.
What was the Impact of Google’s Helpful Content Update on business rankings?
Exploring the shift
Recently, many businesses have observed a significant fluctuation in their online rankings- that’s to say many businesses, that were once on page one, may have moved back by quite a bit. This phenomenon, primarily attributed to the Google Helpful Content Update, requires a deeper understanding and strategic adjustment in content creation.
The essence and Rollout of Google’s Update
Historical Perspective
Launched in September 2022, the Helpful Content Update by Google has been a game-changer in search engine optimisation- and your seo agency should understand it, and why its so important that all content marketing follows Google’s EEAT advice. Its continuous evolution demands a proactive approach from businesses to maintain and improve their organic traffic.
The concept of a crawl budget and its implications
Understanding Prioritisation
The allocation of Google’s crawl budget varies significantly between large, established brands and smaller enterprises- so a business like Nike, an international brand, there website is likely to get crawled and indexed by Googlebot every day, when a local plumber, a self employed person running a business, there website might be on page 7 of Google. This means the plumbers website, is likely to get crawled by Googlebot much less often. This section will explain how this disparity affects the impact and timing of the update on different businesses.
Recovery
Strategic Recovery
Recovery from the Google update’s adverse effects is possible but requires expert guidance- so do hire the services of a respected SEO company. This part will delve into the common pitfalls and misconceptions businesses face when addressing the update’s challenges.
Goal Alignment
At its heart, the Google update aims to prioritise genuinely helpful content- so what we mean by that is the algorithm, is trying to serve the best possible answer to that question. So, the businesses that go the extra mile, push the boat out, write an exceptionally good answer to a question, these businesses, will see the amount of organic visitors they receive increase. This section will explore the difference between quality content and SEO-focused writing, emphasising the importance of why your business should write high quality content marketing.
Identifying and improving ‘Thin Content’ pages
Content Depth Analysis:
‘Thin content’ refers to pages with insufficient helpful information- it’s the type of page you read, and think, well, hang on, that didn’t answer my question at all- that just wasted my time.
Why your business should never Keyword stuff a page and not over-optimise the page
Avoiding SEO traps:
Keyword stuffing is a common but outdated SEO tactic- yet some seo companies sadly still use this low-quality method of seo. This section will examine its drawbacks and the importance of balanced keyword usage.
In an ever-evolving digital marketing landscape, the Google Helpful Content Update stands as a significant milestone, reshaping how marketing agencies like us write content marketing. Launched to enhance user experience on the web, this update has become a topic of paramount importance for businesses and digital marketers alike. This guide offers an in-depth exploration of the update, unravelling its intricacies and implications of why your business should write content marketing which meets Google’s E-EAT advice. Prepare to navigate the nuances of this seismic shift in search engine optimisation, and learn how to tailor your content marketing for maximum effectiveness and engagement.
Practical SEO Adjustments post-update
Slow and steady wins the race
Post-update, resisting the urge to overhaul your website overnight is essential. So don’t go deleting pages, as sometimes, they can simply be improved, by adding more text. Data from Moz indicates that websites which made gradual, strategic changes post-update saw an improvement in rankings within 3-6 months. So, this is why you most definitely should start deleting your blog posts, instead improve them. This section offers a guide on making incremental improvements to your site. From enhancing individual content pieces to tweaking the overall user experience, learn how to make systematic changes that align with Google’s updated criteria for quality content.
Conducting a comprehensive content audit
Taking Stock for Future Success: A content audit is more than a mere review; it’s a strategic exercise in content marketing optimisation. According to HubSpot, businesses that regularly update their old blog posts can increase their traffic by up to 106%. In this part, we’ll walk you through conducting an effective content audit. Understand how to evaluate your existing content marketing for quality, relevance, and alignment with Google’s guidelines, and learn strategies to revitalise your content arsenal.
Link Between Content and conversions
High-quality content marketing isn’t just about pleasing search engines, by putting titles, internal links, and alt text on the page. Its ultimately created to help your business to grow. A study by the Content Marketing Institute shows that businesses with superior content strategies achieve six times higher conversion rates than their competitors. This section emphasises the direct correlation between quality content marketing and business success. We’ll explore case studies and statistics demonstrating the power of well-crafted content in boosting brand visibility, engagement, and conversions.
Future-proofing your content marketing strategy
Staying Ahead in the SEO Game: In a landscape where Google updates its algorithm so frequently, future-proofing your content strategy is crucial- after all, you don’t want to take a break say over Christmas, to find an email from your SEO consultant, that your business has moved from page one of Google, to page 7.
Valuable insights from Search Engine Land revealed that websites with a forward-thinking content strategy are three times more likely to maintain stable rankings after significant Google updates. Here, we offer insights into anticipating future organic SEO and content marketing trends, ensuring your strategy remains robust and adaptable to the ever-changing digital marketing environment.
SEO Myths
Busting SEO Myths with a Chuckle
Let’s debunk some SEO myths with a smile.
Myth: “The more links, the merrier!”
Reality: Stuffing links into your content marketing like a turkey at Thanksgiving doesn’t make Google love you more.
It’s quality over quantity, folks! And how about the classic, “If you build it, they will come”? Spoiler alert: Just because you published a blog post doesn’t mean you’ll suddenly don’t take the number one spot on Google.
Google’s Algorithm
The Ultimate shape-shifter: Google’s algorithm changes more often than a chameleon in a disco.
One day, it loves long-form content; the next day, it’s all about user experience. Staying updated with these changes can feel like trying to keep up with the latest fashion trends –when you think you’ve got it, flared jeans are back in style!
The fine art of crafting engaging content marketing
Creating Content that Doesn’t Snooze: Writing engaging content is an art form. You want to keep your reader hooked like they’re binge-watching their favourite comedy series. Think of your content like a stand-up comedy show. Your audience might snooze before the punchline if it’s just a monologue of facts and figures. Mix in anecdotes, sprinkle some humour, and voilà – you’ve got content that entertains as much as it informs!
