If you don’t live in the world of digital marketing, Google’s helpful content update may have flown under your radar. But here’s the thing: you should know about it. Introduced in mid-2022 and completed its rolling-out phase in December, the update is changing the algorithm game. Let’s break it down.

The helpful content update is said to be one of the most significant on the search engine platform in over a decade. In other words, it matters. Before the algorithm update, what played well with SEO didn’t always provide users with the most useful, helpful content. Instead, marketers would develop website copy and content specifically to rank higher on Google; not necessarily to enable users to find quick success. It often lacked a human touch. That’s not the case anymore.

Instead, the helpful content update is making a major change by rewarding copy and content that is authentic (are you seeing a trend here?) and designed for PEOPLE. The goal, perhaps one that’s long overdue, is to connect searchers with content that satisfies their needs quickly and simply. This means that the days of creating content for an algorithm as opposed to creating content for people are over. That is if you want your SEO to be successful.

What Does This Mean for Your Business?

We get it – breaking habits is hard. But here’s the thing, the helpful content update actually benefits everyone. Writers are human, and now we get to write for what we know best…OTHER HUMANS. Is there a need to adjust? Totally. Is there a need to freak out? Nope.

Now, all we need to do is operate with a people-first approach A great place to start when writing for other humans is to ask a few questions in reflection on the content:

• – Who is the intended audience? Who would find the information useful, and why?
• – Does the content fully present your credibility and expertise?
• – What is the primary purpose of the content? Is it made clear?
• – Will the content leave the reader with a better chance at achieving their goal than before? Will they learn anything? Will they be satisfied?

It’s in our nature to want to communicate on a human level. Writing for an algorithm or to please a system isn’t in our DNA. The helpful content update simply encourages digital marketers to do that. Marketers will be more in-tuned and connected to their audiences, and most importantly, users’ access to useful information will increase. It’s a win-win.

How Does it Work?

The functionality of the helpful content update – in the way that we need to understand it – is relatively simple. Google systems will automatically track content on websites that provide little to no useful value to users. When identified, these pages will not be rewarded with priority placement on the search engine compared to other pages with similar topics and more valuable information. This will push useful content up the ranks of Google.

With this in mind, it’s important to note that this doesn’t just apply to new content as it gets posted in real-time. It applies to content previously published that still exists on a site today. This means it’ll be worthwhile to go back to existing pages, articles, resources, etc., and update them as needed. 

Where Does PopSpeed Fit in?

It’s our job to keep up with these trends. It’s our job to write for SEO and keep our clients at the top of their audiences’ minds. But we specialize in human connection. We’re built for the helpful content update, and we want to help more organizations use it to their advantage. 

Want us to write your new content? We got you. Want us to update your existing content? No problem.

Want to learn more about the helpful content update? Contact us!