I've been working in and around search optimization for nearly a decade and a half now. To say that it's changed is an understatement. But, the latest evolution and adaptations are nothing short of seismic. Even more astonishing is that Google is making many of the changes itself. (This nicely substantiates and reiterates what I've been saying to small business owners for years now, "Google is your frenemy.") Although more true than ever before, it doesn’t explain why. So, here’s what it all means…

Google, HCU, and You

ICYMI, Google released the first phase of its Helpful Content Update in August of 2022. A second possible release came in December 2022, followed by a third major rollout in September 2023. 

The first update aimed to identify and downrank content that seemed primarily focused on search engine ranking and not on user experience. Meanwhile, the second may have implemented a further refinement of the Helpful Content System around December 2022. Finally, Google launched a major update to the Helpful Content System, with the rollout taking about two weeks to complete.

Now, the original "Helpful Content Update" is no longer a separate entity. Google has incorporated these helpfulness signals into its overall core algorithm updates.

The Google Useful Content Update, also known as the Helpful Content System, aims to promote high-quality, user-focused content in search results while devaluing content created primarily for search engine rankings rather than to help or inform people. This update is part of Google's ongoing effort to reduce low-quality content and make it easier for users to find content that is authentic and useful in their search queries. 

The system works to reward websites that provide unique, high-quality content that is tailored to a specific audience, is informative, authoritative, and adds value to the larger conversation. The updates to the system are designed to better identify content that has been created primarily for search engines, as opposed to content that is helpful to users.

Google CEO Sundar Pichai told The Verge, “I look at our journey, even the last year through the Search Generative Experience, and I constantly found us prioritizing approaches that would send more traffic while meeting user expectations. …what’s positively surprising us is that people engage more, and that will lead to more growth over time for high-quality content.”

Still, Pichai did not provide any empirical evidence of such assertions. What’s more, Google will not commit to AI search traffic data In Search Console. What’s more, other company executives have downplayed or dismissed the information, insisting it’s out of context, out of date, and plenty more. However, none of the subsequent defenses offer any contrary evidence.

Moreover, Google’s Helpful Content Update took swathes of small sites out of its top-level SERP or Search Engine Results Page, replacing them with AI Overviews. While that doesn’t seem like it’s nefarious on its face, the information (or the sites) the tech giant removed from its SERP was previously provided by the very same small players. Basically, Google crawled these sites, scraped their content, removed their websites from organic search, and then proceeded to profit from the stolen content through monetization. 

All of this, not to mention the fact that Google is now the defendant in an antitrust case brought by the United States Department of Justice, along with a number of states. The lawsuit alleges the tech company of unfair advertising practices in order to increase profits from paid search advertising. On top of that, the SEO community is increasingly turning against the search engine, due to its obfuscating, misleading,  and allegedly lying to industry practitioners, as well as the public at large.

So what does this mean for newcomers, those already working to build out their digital space, and even those hurt by Google’s HCU? Well, it means having to reevaluate and make necessary changes. This brings us to the title of this piece, “Small Business Owners, Get Ready for Life in the Post-Google World of Local Search: How Marketing Is Rapidly Changing and What You Need to Know Right Now.”

Prepare for a Post-Google Life in Local Search

As it stands, it appears Google is making big changes - no surprise. But, instead of wringing hands over its possible new direction or trying to predict exactly what will happen, it’s better to take a step back, strategize, pivot, and redeploy with a willingness to try something new or make tweaks where most sensible. In other words, embrace the cliche, “think outside the box.”

Well, Google has built a huge box and there are literally millions of websites in that box. A substantial percentage buy paid search ads, but even more spend a lot of money on optimization and marketing to rank higher on the SERP. They put huge amounts of time and resources into reaching goal after goal and the efforts never end because if they become inconsistent or outright stop, their competitors will just surpass them, and catching back up requires doubling down on the original investment.

So, it’s time to develop a new plan of action and no longer put all your eggs into Big G’s one basket. It must be a sensible approach that includes other platforms and mediums too. Sure, you can still optimize for Google search, but getting your message out has always been about being in the right places. It could be a combination of Facebook and Facebook Groups, Instagram and TikTok, or other spaces, like Medium and LinkedIn.

It will take a bit of time and testing, but you’ll find the effort pays off. You need to establish your presence in the local community, build a recognizable brand in the areas you serve, and provide exceptional customer service. Combine this with storytelling, and providing the answers to questions being asked, and you’ll create a loyal following who will not only buy from you but recommend you to others as well.
Do you want to grow your business without breaking the bank? Get in touch today and we’ll help you formulate a plan that gives your company an edge over the competition! Just CONTACT US at your convenience and we’ll get started right away!