Google updates its search algorithm frequently to deliver the highest-quality and most relevant results to Internet users. Understanding these updates, what they entail, and how they impact your website is critical to boosting your small or medium business's visibility to potential customers.

If you're looking for ways to bolster your search engine optimization (SEO) strategy, you need to look into Google's Helpful Content Update. This article is an SEO guide explaining this update and how it impacts your website's search performance.

What is Google's Helpful Content Update?

Launched in 2022, the Helpful Content Update is one of the relatively recent changes to Google's search algorithm. Among its most predominant features is favoring content created for people over one made for search engines. It prioritizes helpful, relevant, and expertly created content instead of something written solely to carry keywords and rank high in the search results.

There have been some misconceptions about the Helpful Content Update, including that it's among Google's core updates in 2024. Perhaps this is partly because it has continued to evolve, with Google refining the algorithm to reward engaging and well-crafted content. You should take this opportunity to provide your audience with content that answers their questions and delivers advice from people who know the topic well.

Why does the Helpful Content Update matter?

The Helpful Content Update means Google's ranking system now prioritizes user-focused content more than ever. Shifting your SEO strategy's focus from quantity to quality should help generate the following outcomes:

Improved search rankings

You're more likely to see improved Google rankings by creating content that genuinely helps and engages users. As long as you focus on creating and publishing people-first content, you'll likely see positive outcomes even with limited marketing resources.

Higher audience engagement

Users who find your content helpful will likely engage with your site. They may stay longer, explore more pages, and even share your content with others. Google tracks these behaviors as indicators of valuable content, which can further boost your rankings.

Increased credibility

People are more inclined to trust websites that consistently provide helpful information. If users consider your site a credible source of information, they are likely to repeat visits and have a higher chance of giving you their loyalty. Additionally, search engines will recognize your authority in your industry and rank your site higher for relevant search queries.

How should you take advantage of this update?

Here's an SEO guide on how to make your site benefit from the Helpful Content Update:

Create content for people

Focus on creating content specifically for your target audience, not ones designed to perform well in search rankings. Instead of simply carrying keywords, your content should answer potential customers' questions and concerns, address common issues, and provide solutions from a knowledgeable perspective.

For example, if you provide home maintenance and services, consider publishing content on plumbing repair and DIY tips for homeowners. Blog posts like "How to Fix a Leaky Faucet" or "Top 10 Tools Every Homeowner Needs for Basic Repairs" are more likely to help and engage your audience than something like "Best Plumbing Services in Town."

Avoid clickbait tactics and keyword stuffing

There was a time when clickbait articles were the easiest way to farm clicks and engagements, but Google updates have made these tactics less effective and even counterproductive. Instead, focus on creating useful, informative content that accurately represents the title and meta description.

You should also avoid using keywords excessively throughout your content—a tactic called keyword stuffing. This not only makes your content seem unnatural and unhelpful, but it can also go against Google's guidelines and result in penalties.

Write content matching your expertise

The Helpful Content Update also considers the credibility of the content creator. Content created by someone with firsthand experience or in-depth knowledge of a topic tends to rank higher. One way to take advantage of this and outshine your bigger competitors is by posting content that reflects your perspective as a small or medium business owner.

Use clear and accessible language

Remember that not everyone in your audience will have the same level of expertise or understanding about the topic you're posting about. One of the best ways to make your content accessible is to use clear and straightforward language.

Avoid jargon and technical terms unless necessary, and always provide explanations. This makes your content easier to understand, increases users' willingness to stay on your page longer, and helps you appear more knowledgeable.

Be consistent with quality

Make sure you consistently create high-quality content. Regularly posting content that aligns with Google's standards builds trust over time. Develop a content calendar to ensure you post consistently and cover topics that matter to your audience. This gives you ample time to conceptualize and craft your content instead of rushing to meet deadlines, leading to subpar outcomes.

It's crucial to stay updated with Google core updates in 2024, but you should also pay attention to older changes that can still significantly impact your website's SEO performance. The Helpful Content Update is a good example, with its release resulting in businesses performing strategic SEO updates to maintain or increase their search rankings.

Keeping pace with Google's updates may seem overwhelming, but hiring the best SEO agency can greatly help. These agencies have teams of professionals who can develop and implement SEO updates to help make your website and business visible to your target audience.

Furthermore, the best SEO agency will monitor your website's performance and provide insights and recommendations to keep your content relevant and engaging. Partner with a trustworthy SEO agency today to be ready for any Google update.