What you need to know about the Google Helpful Content Update

In an ideal world, the only content you’d find online would be useful to the reader. However, experience shows that not every piece of text is written with the user in mind: sometimes it offers no added value to the reader. That’s where Google steps in to put a stop to it. The Helpful Content Update was launched in the US in August 2022. This update will also be rolled out in the Netherlands at a later date. But what exactly does the Google Helpful Content Update entail? And what are the consequences of the update?

Ranking highly: is that still possible with the Google Helpful Content Update?

Google’s Helpful Content Update is designed to ensure that authentic, original and high-quality content ranks highest in Google’s search results. With the launch of Google’s Helpful Content Update, the emphasis will be on ‘people-first content’. Does the content – be it an article, website or blog – provide valuable information for the reader? Can readers actually learn something from the article they’ve read? Furthermore, Google’s Helpful Content Update will bring about even more changes.

The title of this paragraph is probably a question that sprang to mind almost immediately. After all, if Google is going to filter out and then analyse which articles are, and which aren’t, worth ranking highly, how can you be sure that your article, blog, publication or other source will still rank highly? First things first, the ‘people-first’ concept is of paramount importance when writing your content. Make sure people can actually learn from the content and that you’re providing useful information. Secondly, it’s essential not to write solely about topics that would normally be of interest to search engines. Thirdly, the Google Helpful Content Update will distinguish between niche websites; companies that are recognised as authorities on a subject will ultimately rank higher in Google’s results.

Articles containing accurate information

But how do you ensure, for example, that your articles are genuinely informative and that you therefore still rank highly despite the Google Helpful Content Update? Actually, it’s useful to constantly hold up a mirror to yourself; would readers really be any wiser after reading this article? Or would they still need to visit another website or source for more information? The latter is, of course, something you definitely want to avoid!

Do you want to ensure you continue to rank highly, even following the launch of the Google Helpful Content Update? If so, it’s also wise to ensure that the information in your articles focuses primarily on the products your company stands for and doesn’t stray too far from this. Finally, you must ensure that the information you provide in your articles is actually accurate!

Google lends a helping hand with the Helpful Content Update

To ensure you are indeed creating people-first content, Google has set out a number of key principles for the Google Helpful Content Update. For example, Google has drawn up a series of questions that can be answered with a ‘yes’ or a ‘no’. If you answer all these questions with ‘yes’, there’s a good chance that the Google Helpful Content Update won’t affect the ranking of your articles – or perhaps even your business!

• Do you have an existing or prospective audience for your business or website who would find the content useful if they were to come to you directly?
• Does your content demonstrate clear, first-hand expertise and in-depth knowledge?
• Does your website have a primary objective or focus?
• Will someone, after reading the content, feel that they have learnt enough about a subject to achieve their goal?
• Will someone reading the content feel that they have had a satisfying experience?

Implications for the Netherlands?

Although the Google Helpful Content Update was launched in August, it initially went live for English-language content. It is expected that Dutch companies will start to be affected by this over the coming weeks. However, research into English-language content has shown that websites, companies and other content publishers have not yet experienced any significant drops in traffic. Google itself had already commented on this; for instance, it claimed that if you upload articles that are genuinely in line with your company’s subject matter, you really shouldn’t expect any major changes. So far, this does indeed appear to be the case.

Whilst good search engine rankings are very important for a website, it is also important that the information you provide on your website meets the needs of your target audience. A visitor may well land on your website, but may then be unable to find the information they are looking for. That is why we always recommend that you take a close look at your copy to check whether your target audience finds this information useful.

What can we expect from the Google Helpful Content Update?

For now, we’ll have to wait and see when Dutch-language content will actually feel the effects of the Google Helpful Content Update – if it does at all. If you cannot answer ‘yes’ to any of the questions above, it is advisable to follow our Google Helpful Content Update step-by-step guide. Are you interested in this? Or would you like us to take a closer look at your web content? Please get in touch with us.