Google periodically releases updates to how its search engine works, changing how existing webpages rank for various user queries. Google’s latest update is called the “helpful content update” and the company’s stated goal for this update is to make it easier for people to find helpful content created by and for people. Content marketing services can help ensure that your webpage is optimized for the latest Google update.

What the Update Does

The helpful content update includes a new site-wide ranking signal designed to work with Google’s existing ranking signals to detect low-quality content that does not add value to users. According to Google, this will reward the content that does the best job of providing a satisfying experience for users. According to Google, the update is designed to particularly improve search results related to online education, shopping, arts and entertainment and tech-related content.

All content on a site that Google identifies as having too much unhelpful content may be negatively impacted by the update for several months. Sites with the most unhelpful content may be the most affected by the update. However, once it determines that the site is no longer hosting unhelpful content, the negative impact of the update should stop.

Google’s Definition of Helpful Content

Google defines helpful content as content that accomplishes several goals:

• Created for a specific audience
• Trustworthy and credible
• Features expertise
• Meets the needs or wants of the searcher

What You Can Do To Maintain or Improve Your Page Ranking

The helpful content update is part of a continuing mission by Google to reward content creators for creating content for users instead of search engines or clicks. As a result, the best way to avoid the update’s negative impacts is to continue following Google’s content creation guidelines.

Google suggests asking yourself six questions to determine if your website will perform well after the new update:

• Do you have or are you targeting an audience that will find your content valuable?
• Is there a primary purpose or focus for your site?
• Will users feel satisfied after reading your content?
• Are you following Google’s guidance for core updates and product reviews?
• Does your content contain first-hand expertise and demonstrate a depth of knowledge?
• Will users believe they have learned enough to accomplish their goal from reading your content?

Content That May Not Perform Well Under the New Update

Google is targeting content that does not add value to the user. For example, sites that aggregate content from other sites without adding any original perspective may be penalized under the new update.

Google also discourages creators from creating content primarily to rank well in search engines and suggests creators ask themselves a series of questions to determine if they are taking a search-engine first approach:

• Was the content primarily created to attract people from search engines?
• Was the content created using extensive automation?
• Did you create the content because it was trending, rather than because it was something of interest to your audience?
• Are you setting a specific word count because you’ve been told Google prefers it?
• Does your content promise an answer that doesn’t exist?
• Are you creating content on many different topics with the hope that some of it will rank well?

Google also cautions against summarizing the work of others without adding value and writing about niche topics for which you have no real expertise.

How Content Marketing Services Can Help

Unwired Web Solutions specializes in creating content marketing campaigns for clients that are optimized to ensure high rankings in search engines but also written for people. We can help you showcase your company’s expertise by creating factual and engaging content. Visit us online to find out more.