Analyzing Google’s Helpful Content Update
Google’s helpful content update officially concluded its rollout on September 9. It’s now essential to assess this update, our early expectations, and its effects on the SEO industry.
SEO professionals like Lily Ray, Glenn Gabe, Marie Haynes, and Johannes Beus have effectively interpreted Google’s announcement, sharing their insights on various platforms.
The SEO community had high hopes following Google’s announcement. However, the anticipated significant impact did not materialize.
The update’s influence was primarily noticed in specific website categories, such as ringtones, coding, and lyrics pages. Overall, its effect was minimal compared to other significant algorithm updates.
Reflecting on Theory vs. Practice
It’s pertinent to review the interpretations and expectations versus the actual outcomes of the update.
Here are Google’s key statements about the helpful content update and corresponding theories:
- Focus on People-First Content
- Sitewide Update: Entire websites, not just individual content pieces, were expected to be affected.
- Observation: The substantial visibility loss for a few domains implies a sitewide penalty.
- Emphasis on Expertise (E-A-T): It was presumed there’d be a significant role for expertise.
- Observation: Is expertise crucial for topics like ringtones and lyrics? Analysis indicates that copied content (i.e., duplicate content) was more of an issue than a lack of expertise.
- Devaluation of Automated Content: Aimed at countering the flood of AI-generated content.
- Observation: AI tools for generating text on topics like ringtones, coding, or lyrics may not be practical.
Many assumptions and Google’s information remain unobserved.
According to Google’s Danny Sullivan, further updates might bring more changes.
Another possibility is that, like Hummingbird, the helpful content update might fundamentally influence ranking algorithms, with effects manifesting over a long period, possibly years.
So far, not much has happened, introducing another theory.
Shortly after the helpful content update, Google initiated a two-week core update with minimal communication about it, typical for Google. This isn’t likely a coincidence.
No significant explanations or outreach ensued.
Sullivan also remains vague about the connection between the September Core Update and the helpful content update.
Two Theories:
- Google might be unsatisfied with the results and could be planning further adjustments, realizing the full effect in combination with other updates.
- Google might be addressing criticism regarding communication and the low impact of the helpful content update, shifting focus elsewhere.
The Update as a PR Campaign
Regardless of the update’s real and future impacts, the communication surrounding it was an exemplary PR campaign.
Why does Google need PR?
Like any company, Google has communication goals. PR is crucial for promoting Google’s most important product: Search.
Indicative Aspects of a PR Campaign:
- The update’s name resembles those of other notable updates and explicitly describes its focus, enhancing its PR effectiveness.
- Google announced the update ahead of time, unlike most updates, aligning with typical product PR campaigns.
- High-reach SEOs were informed before the official announcement, a common PR strategy to generate influential media coverage.
- Google provided specific recommendations for the update, targeting both the SEO industry and website operators.
The update dominated industry discussions for over two weeks, with extensive coverage reinforcing the message that Google searches are becoming more helpful.
Media response indicates a major PR success for Google, with numerous articles and social media posts spreading the message.
Google Trends Analysis:
These patterns reinforce the notion of a well-orchestrated PR campaign combined with modest effects on searches.
Google’s PR Goals:
- Spread the message “Google search is now even more helpful.”
- Encourage production of higher-quality content, optimizing Google’s crawling and indexing resources amid the AI content production revolution.
A Reminder for SEOs:
The helpful content update exemplifies a professional product PR campaign, offering valuable lessons. As SEOs, it’s crucial to recognize our role in disseminating Google’s messages.
Google’s shift in PR and communication strategy shows a greater outreach to influential SEO figures, suggesting a new approach to building relationships with the SEO community.
- SEOs are invited by Google.
- SEOs collaborate with Google on videos.
- SEOs receive exclusive information.
While Google’s relationship with SEOs evolves, it’s vital to remember it’s a professional one, not a friendship.
As such, SEOs must maintain a critical perspective on Google’s information, balancing enthusiasm with rational objectivity during future updates.
