On September 14, 2023, Google unveiled the September 2023 Helpful Content Update, a strategic move designed to elevate the quality of search results by rewarding websites that produce genuinely helpful and informative content.
This update zeroes in on identifying and demoting websites that churn out content primarily crafted to rank well in search engines, rather than to genuinely assist or inform people. This encompasses content that is thin, repetitive, or devoid of unique value.
If you’re wondering what this means for your business, don’t worry! We’re here to explain the update and ensure your local business not only adapts but thrives amidst these digital shifts.
Your business’s visibility on Google can be impacted by these updates. Your website might ascend in search results or, conversely, dip a bit. Understanding these updates helps you align your online presence to what Google considers valuable, ensuring your business remains visible to your cherished customers and clients.
These new content guidelines will help business owners align their content to meet Google’s expectations from the September 2023 Helpful Content Update.
The September 2023 Helpful Content Update requires a strategic approach to content creation and website management. Let’s delve into what these guidelines mean for your business and how you can adapt effectively.
Experience, Expertise, Authoritativeness, and Trustworthiness (E.E.A.T) were previously associated predominantly with Your Money or Your Life (YMYL) websites. However, with the Helpful Content Update, Google might broaden the scope of E.E.A.T. to encompass all niches. This shows the importance of demonstrating your business’s expertise and credibility across your website. (Refer: Google’s Search Quality Rater Guidelines)
Example: A local hardware store can demonstrate its expertise by offering workshops and tutorials on home improvement projects. To establish authoritativeness, the store can share testimonials from satisfied customers and highlight partnerships with renowned tool brands.
It’s essential that your content remains up-to-date and pertinent, and that it delivers genuine benefits to your audience. Prioritize offering unique insights, comprehensive details, and thoughtful evaluations of your content. Refrain from merely duplicating or rephrasing existing information from other sources.
Example: If you operate a local bookstore, think about sharing blogs on recommended reading lists for different seasons, the history and significance of classic literature, or insights into the world of independent publishing. This not only highlights your knowledge of the literary world but also offers valuable recommendations and insights to your readers, aligning with Google’s focus on creating helpful content.
Your online presence should mirror the uniqueness and authenticity of your business, aligning with Google’s focus on trustworthiness under the E.E.A.T principle.
Example: Share stories of how your business adapted to challenges, customer stories, or how your services have evolved based on customer feedback. For instance, a local repair shop could share stories of unique repair challenges and how they overcame them, building authenticity and showcasing expertise.
In today’s mobile-centric world, ensuring your website is optimized for mobile users is crucial. Google gauges user satisfaction and the utility of content by analyzing search result data, such as clicks. A positive website experience, particularly on mobile, can reduce the likelihood of users bouncing back to search results. Therefore, a seamless mobile experience isn’t just about aesthetics; it directly impacts how Google perceives the value of your content.
Example: If you manage a local coffee shop, ensure that your online menu is mobile-responsive, with clear visuals of your offerings, easy-to-find store hours, and a simple process for online orders or reservations. This ensures customers can effortlessly engage with your business from their mobile devices, reducing the chances of them returning to search results out of frustration.
Engaging with your audience through various online platforms builds a community around your brand.
Example: A local café could engage with its customers by sharing behind-the-scenes glimpses on social media, responding to comments, and perhaps even hosting a virtual “Coffee Chat” session where they discuss different coffee beans and brewing techniques.
With the new guidelines placing significant emphasis on expert reviews, it’s advisable to have your content either reviewed or co-developed with industry specialists to bolster its credibility and worth. It’s essential to ensure that the content is devoid of factual inaccuracies and conveys information in a reliable manner.
Example: A fitness center could collaborate with a certified nutritionist to create content related to diet and nutrition, ensuring the information is not only valuable but also credible.
Be intentional about content updates and management, ensuring changes, additions, or removals are done with the intention of genuinely enhancing the value, while also adhering to Google’s guidelines on content freshness and quality. Avoid changing content dates without substantial updates or adding content just to appear “fresh.”
Example: A recruitment agency should update its job listings, blog posts, or candidate resources only when there is substantial new information or improvements to be added. For instance, updating a blog post on resume writing should involve incorporating new trends or tools rather than merely changing the publication date to make it appear fresh. Similarly, job listings should be kept up to date, ensuring that all posted positions are still available and removing those that have been filled to maintain the accuracy and reliability of the information provided to job seekers.
Content should be created primarily for people, not just for search engine rankings. Content created primarily to attract search engine visits or manipulate rankings can be counterproductive. Ensure that the primary purpose of your content is to benefit and inform your audience and make sure that the content is useful, demonstrates first-hand expertise, and provides a satisfying experience for the reader.
Example: A craft store can share DIY tutorials, ensuring they are easy to follow and genuinely helpful to craft enthusiasts.
With the SERPs in constant flux, especially with the recent October 2023 spam update and the October 2023 core update, it’s evident that Google search results are becoming more dynamic and competitive.
SEO is not a set-and-forget strategy; it’s an ongoing journey. As Google continues to refine its algorithm, it’s essential for businesses to stay agile. Regularly update your website, monitor your Google rankings, and adjust your strategy in line with the evolving digital landscape. By staying informed and proactive, you can ensure that your business remains resilient and relevant, no matter how many updates Google rolls out.
While Google’s algorithm keeps changing, consider these updates as opportunities to refine and enhance your online presence. With each update, Google nudges us towards being better for our customers, and by adapting, your business will not merely survive but thrive amidst these digital shifts.
Need a guiding hand through these Google updates? Numero Uno Web Solutions is here to assist. Let’s ensure your business continues to shine in the digital domain, navigating through every update with finesse. Reach out to us, and let’s keep your digital presence robust and vibrant together!
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