The Google Helpful Content Update Isn't a Mystery, It's a Manifestation - Here's How to Recover from an HCU Hit
I've written content for clients across various industries and topics since 2010. All that time, I've consistently heeded a stern warning (cleverly disguised as friendly advice), issued straight from Google insiders: “Write for people, not search engines." As a result, none of my ghostwriting clients have been negatively affected by Google's helpful content update. Though I’m not absolutely certain, there is still a very strong correlation that gives me reason to believe I understand - at least in part - what's going on with this core update from the world's largest search engine.
Since the early 2010s, people such as Matt Cutts, the former head of Google's web spam team, (his ostensible counterpart Duane Forrester at Bing), and their respective successors have been expressing the same sentiment, time and again. That recommendation, which was always really an exhortation, paraphrased, “Write for people, not search engines.” IMHO, This was a heads up, giving websites ample opportunity to create content that catered to consumers and rely much less on search optimization techniques.
To be sure, title tags, lists, media (such as images, infographics, and video), are all useful tools, though the quality of the information was always the most important. In other words, the spokespeople at Google have long been telling the public HCU was part of a long-term goal. So, it isn't a mystery, rather it's a manifestation.
Put another way, such evolution in action was inevitable. With numerous sites coming online daily and Google attempting to quantify the usefulness of each new property, saturation would eventually become a harsh reality. Sites with more personality and wide brand familiarity are the ones who ultimately went out. They've not only carved out a niche but have become synonymous with it. To further bolster the point, when is the last time you saw eHow.com come up in search results?
That platform relied on creating a multitude of articles essentially answering the same questions. The content became generic and dissimilar, to the point there was little to no distinction from one page to the next. For instance, if you searched the how-to site for "how to fix a runny toilet," it would return results with not only that exact same title but also, a plethora of others, like “How to Fix a Leaky Toilet,” “How to Stop a Toilet from Running,” “How to Fix a Toilet That Keeps Running,” “How to Fix a Toilet that Won’t Stop Leaking,” “Reasons Why a Toilet Runs,” and “ Most Common Runny Toilet Causes.”
The Google Helpful Content Update or HCU Explained and How It Works
The Google HCU refers to Google's Helpful Content Update, which is a series of updates to Google's search algorithm aimed at improving the quality of search results by prioritizing content that is genuinely helpful to users. The first of these updates was introduced in August 2022, with subsequent updates in December 2022 and September 2023. The updates adjust the pages Google lists in search results, moving away from generic marketing copy created for ranking purposes and towards original content that offers real value to users.
The HCU system evaluates content based on several criteria, including whether it is created for a specific audience, features expertise, is trustworthy and credible, and meets the wants or needs of the searcher. The system also targets content that is mass-produced, spread across a large network of sites, or has a significant amount of unhelpful content.
With the September 2023 update, Google also introduced new guidance for sites affected by the HCU, advising them to identify and replace or eliminate unhelpful or irrelevant content. This update marked a shift towards a more comprehensive assessment of user experience, including issues like excessive ads, intrusive interstitials, and the overall ease of navigating and distinguishing the main content of a page.
The transition of Google's helpful content system to its core ranking system, which was announced in March 2024, is intended to further refine the search algorithm to better identify and promote helpful content. However, this transition has been complex and challenging, with some sites that were previously hit by the HCU experiencing ongoing difficulties in recovering their visibility and rankings.
9 Ways To Recover from Google’s Helpful Content Update
Now, there’s been a rollout, a sizeable number of sites have been negatively impacted. Unfortunately, recovering from Google's Helpful Content Update (HCU) requires a comprehensive approach that addresses Google's core principles and guidelines. Here's a detailed guide on how a website can recover from the HCU:
Assess the damage. Start by identifying the pages that were negatively affected by the HCU. This can be done using Google Search Console, comparing monthly traffic changes from October to December 2023. Understanding the extent of the damage will help in prioritizing the recovery process.
Audit your content. Perform a thorough content audit to identify any content that might be considered unhelpful by Google's standards. This includes content that lacks depth, is too general, or is not original. Make a list of these pages and categorize them based on the level of revision needed.
Implement E-E-A-T principles. Google emphasizes the importance of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) in its content guidelines. Ensure your content is created by experts, provides accurate and trustworthy information, and is authoritative in its field. This may involve updating author bios, sourcing information, and citing credible references.
Create original, valuable content. Focus on creating content that is unique, in-depth, and provides real value to the user. Avoid generating content purely for SEO purposes. Instead, aim to answer user queries comprehensively and provide actionable insights. And, write your content in the first person. A study by Shepard reveals a correlation between sites using first-person pronouns and no adverse impact from the HCU. This could involve updating existing content or creating new, high-quality articles.
Cite authoritative sources. The use of credible sources is a fundamental aspect of producing content of high value. This involves the incorporation of links to and references from authoritative and trustworthy sources, encompassing academic research, esteemed industry experts, and official statistics. These citations significantly bolster the credibility of the content and demonstrate a thorough research process, rather than merely asserting unsubstantiated claims.
Optimize User Experience (UX). Google's HCU also takes into account user experience. Ensure your website is easy to navigate, loads quickly, and is mobile-friendly. Also, consider the use of structured data to enhance your search results and improve click-through rates. Also, remove any low-quality and/or repetitive ads, especially pop-ups that block content.
Brand building. As suggested by one of the case studies, building a strong brand presence can aid in recovery. This can be achieved by increasing brand searches, driving traffic to your homepage, and showcasing your expertise and authority in your field.
Give your articles author bios or bylines. Enhance your articles by including a genuine photograph and the name of the writer. Feature prominent bylines to identify the authors of each piece. Provide details about the authors, such as their background and areas of expertise, to establish credibility. Additionally, include links to their social media and industry profiles to allow readers to connect with them and further explore their work.
Monitor and adjust. Keep a close eye on your website's performance post-recovery efforts. Use Google Analytics and Search Console to track changes in traffic, user engagement, and search rankings. If certain strategies aren't working, be prepared to adjust and try new methods.
This will take a lot of patience and persistence. Google's HCU changes are part of a larger, ongoing effort to improve the quality of search results. As such, recovery may not happen overnight. It's important to remain patient and persistent in your efforts to align your content with Google's guidelines.
Remember, the key to recovering from the HCU is to focus on creating high-quality, user-centric content that meets Google's E-E-A-T criteria and provides real value to your audience.