Update To Google’s Helpful Content System

At the annual Google I/O developer conference, the tech giant announced forthcoming changes to its helpful content system.

The Google I/O developer conference is an annual event from Google which features unique Google announcements and technology deep-dives to help developers get a grip on what changes and developments have happened or are about to happen so that developers can better prepare for those changes and get the best from Google and all its products and services.

This year’s event was broadcast in front of a limited live audience and then became open to everyone online on May 10, 2023.

Whilst there were a whole host of Google announcements and technology deep-dives, one concerning an update to the Google Search Helpful Content System was of particular relevance to Content Creators and SEO professionals.

Improving Search Results With ‘Unique Expertise’

Put simply this update has the aim of improving and enhancing Google Search’s ability to better identify content created from a personal perspective and expert point of view, thus improving the search experience for users by curating the search results to show more expert content that better answers to the search intent of the Google Search user.

As with most Google Search updates there is more often than not, a very clear and common sense approach to enhancing the search results and Google Search experience via its algorithm updates and the latest update to Google’s Helpful Content System is no different.

Expert POV versus Generic Content

Let us consider the rise in asking Google questions to obtain a specific answer and with the example of,

“What is the maximum daily dosage of (e.g. the name of a medication) that I can take?”

The search intent here is clearly defined in that the user wants the answer to a specific question in respect of medication and daily maximums, most likely to avoid taking more than the safe daily limits.

Given the potential harms to the Google Search user from poor quality, out of date, misleading and false information [especially the actual physical harms from incorrect medication dosage in this example] you can see why Google would want to ensure that the best answer to the users question, from the most qualified and/or experienced, is the answer that gets to the top of SERPs.

Google [in this example] has made efforts via this update and previous ones to avoid linking such questions to content threads and discussions boards on consumer forums where incorrect, uncorroborated, spammy and false answers are in abundance.

Under previous versions of Google Search’ algorithms discussion boards and forums would have dominated the SERPs due to their sheer size and ranking ability but Google has come to learn that the quality of the answer (and therefore the relevance of the content) is relative and as such, the update to Google’s Helpful Content System means that the expertise of the content creator is taken into account more than ever.

Using the example above, a medication related question in Google Search now shows answers from the NHS, Mayo Clinic, Drugs.com and  the EMC (electronic medicines compendium) who are considered (rightly so) as experts in respect of medicines and health.

What is the update to Google’s Helpful Content System?

The helpful content system is a critical element within Google’s algorithms and automated ranking systems, which aim to ensure that people see original, engaging, authoritative, high-quality and timely content in the search results.

The helpful content system uses site-wide signals to evaluate its content and how users interact with that content, thus distinguishing between content that offers a satisfying experience to visitors versus content that was primarily created to gain clicks and therefore falls short of users’ expectations.

The update, as per Google’s announcement, is set to enhance the system’s understanding of content created from a personal or expert point of view.

The Google announcement said;

“In addition to making it easier to find authentic perspectives, we’re also improving how we rank results in Search overall, with a greater focus on content with unique expertise and experience.

Last year, we launched the helpful content system to show more content made for people, and less content made to attract clicks. In the coming months, we’ll roll out an update to this system that more deeply understands content created from a personal or expert point of view, allowing us to rank more of this useful information on Search.”

So How Does The Google’s Helpful Content System Update Affect Me?

More than ever, the quality of your content is more important than the quantity.

If you churn out 100 blogs which are sloppily written, copied and pasted or just content fodder that you dont really put much effort into, how can you expect your audience to read that content and then decide to engage with you?

Google has given an unequivocal message that it wants content creators to distinguish themselves from the sea of mediocrity of meaningless content and actually think about what you can offer your audience.

What are you an expert in? What knowledge can you give to your audience?

More than ever, writing content for your audience and not for Google is crucial to success.

Whilst Google doesnt publish the possible weight of each ranking factor you can bet that how your visitors engage with your content and your site as a whole is a stronger ranking signal than it used to be.

So, if you have a high bounce rate and low on-page time per visit, this is a clear signal your audience landed on your page and the content wasnt what they were looking for, or it didnt measure up to their expectations.

If this is the case, go back through all such content and apply the latest best practice guidelines for content creation.

Useful Takeaways

1. Write high quality, engaging and original content.
2. Write content that you yourself would read or you would wish you audience to consider your best.
3. Dont create content solely around keywords. Write the content to engage the audience first, then review your keyword structure.
4. Be the expert in your field and demonstrate your knowledge and experience.
5. Provide answers and helpful content to your audience.
6. Stay in your lane and stick to your area of expertise.
7. Stick to Google’s Helpful Content Guidelines.

For more on Google’s Helpful Content Guidelines see https://developers.google.com/search/docs/fundamentals/creating-helpful-content