The Helpful Content Algorithm: Google's Pivotal Algorithm Update
Google's 'helpful content' algorithm update continues to shape search rankings across the web. As the name suggests, it aims to promote websites with content that genuinely helps users over those that don't. But what does that mean in practice? And what should we do if Google disagrees that our content is helpful?
What is helpful content?
In SEO, we talk about creating quality content that is relevant to our target audience. This aligns with what Google calls helpful content, and it's a fundamental principle. What's considered unhelpful is content written primarily for search engines rather than people.
I have a few rules I follow religiously when creating content. These aren't groundbreaking by any stretch of the imagination, but that's precisely the point: content creation is often over-engineered and sticking to the basics is the best approach.
Put the user first - Gone are the days of writing content for search engines, where content farms perform well. If you're not considering your audience when creating content, something has gone wrong. We need to consider who the user is, what they want to know, and how they want to find that information (videos, infographics, or text articles, for example). The most important thing when writing content is to put yourself in the reader's shoes. Do I want to read this content, and will it be useful to me? If the answer is no, don't put it on your website.
Make sure it's relevant - Say you're an eCommerce site selling pasta. Writing an article about hats might get you some traffic, but it's irrelevant to your audience and won't help you achieve your goal of selling pasta. It's also confusing to users and search engines; how do they know you know your fettuccine from your fusilli if you're writing about hats? While this is a simplistic example, the principle remains the same. Stick to what you know; you'll almost definitely provide more useful insights to your customers that way.
Answer the question - What did your article set out to do? With this article, I wanted to answer the following questions:
- What is Google's helpful content algorithm update?
- What does the update do?
- Will my website be impacted, and is there anything I can do about it?
- How do I know if my content is helpful?
I believe I've accomplished what I set out to do, but this isn't always the case. I've been guilty of going off-topic in the past and probably leaving readers with more questions than they started with. Your content might still have value if you don't answer what you set out to do, but I guarantee it will be better if you do.
Now, to the update!
Will my website be impacted by the helpful content update?
Since nobody knows all the ins and outs of Google's algorithms, it's impossible to know exactly what will happen with any update. If your website has been created with your customers front and centre, there's no reason to suspect you'll be negatively impacted. It might even benefit you. However, if you have content created primarily for search engines, it will likely be devalued, resulting in decreased visibility.
It's important to remember that with any algorithm update, Google tries to improve how it serves searchers. As humans ourselves, we're in a good position to judge whether content is valuable and therefore likely to perform well. If you're unsure, Google provides a helpful list of questions to determine if your content fits the helpful criteria. It's worth reviewing these when creating and evaluating content.
How can I prepare for the update?
While specific algorithm updates may be announced with little notice, you can always prepare by ensuring your content strategy is user-focused. If you know you have content that isn't adding value for users, review it as a priority. This could mean removing it entirely, but it will likely involve refocusing to ensure it's helpful. If you've put in the effort to create content in the first place, you might as well check if it could be useful in another way.
How will I know if I'm negatively impacted by the algorithm update?
First, note that if the update negatively impacts your website, you won't see anything obvious like a warning or manual action in Google Search Console. What you'll likely notice is a drop in performance. Monitor your rankings, impressions, clicks, and the performance of individual pages.
According to SEO experts, these updates evaluate both your site as a whole and individual pages. This means if you have lots of unhelpful content alongside some helpful content, your helpful content will likely suffer too. It won't be affected to the same extent as the irrelevant pieces but will be negatively impacted by association.
What should I do if my website is hit by the update?
First, don't panic or make rash decisions. Often, after an algorithm update, there's high volatility in search rankings, so it's best to let things settle before making changes. I've seen this firsthand with clients—as disappointing as it can be to see your rankings drop, if you believe your site has worthwhile content, Google should eventually recognise that too.
However, if you've created content primarily for search engines rather than readers or customers, it's best to start cleaning that up immediately. Remember, you don't have to discard content just because it's not helpful in its current state. It might have value and, with some attention, could become a useful resource for your target audience.
If you are negatively impacted, the good news is that recovery is possible. It can take time, as with most updates, but it is achievable. In this scenario, proactively update or remove unhelpful content. If you notice some pages have dropped more than others, there's a reasonable chance Google deems these less helpful.
Use your own judgment, too. We are all Google's target audience, so our opinions matter. If you work with an SEO agency, they can provide guidance here.
Are there more algorithm updates coming?
Google continues to refine how its classifier detects unhelpful content and launches further efforts to better reward user-first content. The best way to stay informed about algorithm updates is through search marketing news sites (Search Engine Journal and Search Engine Land are good resources) and checking Google's search rankings update page.
"Over the coming months, we will also continue refining how the classifier detects unhelpful content and launch further efforts to better reward people-first content."
- Google Search Central
While we aren't always forewarned about updates, focusing on your customers' wants and needs puts you in the strongest possible position. The helpful content algorithm isn't just a one-time update but represents Google's ongoing commitment to prioritising content that genuinely serves users.
Need help mastering Google's algorithm updates?
I'm fortunate to work with an incredible SEO and Content team here at MindArc who have extensive experience navigating Google's evolving landscape. If you need support, either as a one-off or on an ongoing basis, drop us a message, and we'll see how we can help you create content that both users and Google love.