What is the Helpful Content Update (HCU) that everyone is talking about??

Alison Prentice, AI - January 3, 2024

What is HCU and why does it matter to me?

HCU is what Google refers to as “Helpful Content Update”.  The latest update is not simply a tweak to their algorithm. It is a whole paradigm shift.  What does that mean? Well, many sites up until October 2023 had very “thin” articles and content. Meaning they were not particularly helpful to the person searching a subject but instead looked as though they were created just to increase the ranking of the website in Google searches. I.e., more content, better ranking in Google and other search engines (a previously popular tactic for SEO [Search Engine Optimization] companies).

This update, rolled out globally, is designed to prioritize content that offers original information, research, analysis, or insights, while devaluing content that seems to have been created primarily to gain search engine traffic.

Why does it matter?

For businesses, thanks to Googles update people can no longer just write filler articles that have no real value for the consumer. Those that did lost their rankings overnight that they have held for years (if not longer). Some websites had over 600 pages of content – but the Google algorithm determined that most of it was not helpful to the consumer and so rank was removed.

Can you imagine? You have ranked #1 or #2 for years and now nothing!  Let’s look a little closer at this new era for consumers and businesses:

Key Characteristics of "Helpful" Content

• User-focused: The content should primarily aim to inform or assist users, rather than to rank well in search engines.
• Expertise and Depth: It should demonstrate a depth of knowledge or unique insight into the topic.
• Engaging and Valuable: The content needs to be engaging and provide value that keeps users reading.
• Originality: Unique insights, analysis, or information not readily available elsewhere is crucial.

Impact on Consumers

For consumers, this update is a breath of fresh air. The internet is saturated with content, but finding genuinely useful information can be like searching for a needle in a haystack. With this update:

• Better Quality Content: Consumers can expect to encounter more informative, reliable, and valuable content higher in their search results.
• Time-Saving: It reduces the time spent sifting through low-quality or irrelevant content.
• Trust in Search Results: There’s an increased trust in the content that Google surfaces, knowing that it's been vetted for usefulness.

Implications for Businesses and Content Creators

The Helpful Content Update ushers in a new era for businesses and content creators. It signifies a shift from SEO-centric content strategies to a user-first approach. Here's what it means for them:

1. Emphasis on Quality Over Quantity
2. Businesses and content creators need to focus on producing high-quality content. This means investing in well-researched, insightful, and original content that provides real value to users.
3. User Experience Takes Center Stage
4. Understanding the audience and crafting content that speaks directly to their needs and questions is crucial. Content should be engaging, easy to read, and directly relevant to the target audience.
5. Long-term Strategy Over Quick Wins
6. With this update, short-term SEO tricks and tactics will likely be less effective. Content creators need to think long-term, building a reputation for quality and trustworthiness in their content.
7. Need for Expertise
8. Content that demonstrates expertise and depth in a subject will rank better. Businesses may need to collaborate with experts or invest in skilled content creators who can produce authoritative content.
9. Continuous Adaptation
10. As Google’s algorithm continues to evolve, businesses must stay agile and adapt their content strategies to align with these changes.

Google's Helpful Content Update is a significant step towards a more informative and trustworthy internet. It benefits consumers by improving the quality of content in search results and challenges businesses and content creators to up their game. This update reinforces the idea that the best way to perform well in search engines is to prioritize the needs and experiences of users. As we move forward, the winners of this new Google update will be those who genuinely invest in creating content that serves, engages, and informs their audience. One last comment - Google says there will be no further update announcements on this, so this is your one and only notice to get it right the first time.

Reference: 1. Google Creating Helpful Content 2. Long Term Impact

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