How to deal with Google Helpful Content update (HCU)

In a hurry? Here are the highlights:

Aims to elevate genuinely useful and relevant websites
Do not keyword stuff, clickbait or publish low-value content
Create insightful, original and authoritative information
Think “People first!”
Go beyond writing about surface-level information
Remove or improve low performing content
Measure the success of your content using analytics tools

As I’m sure you know, the Search Engine Optimisation landscape is always evolving. Google’s algorithms continue to shape how websites are ranked and discovered.

In August 2022, Google released its Helpful Content Update (HCU), which aims to elevate content that is genuinely useful and relevant to users. The update signals a shift from focusing purely on SEO tactics to prioritising content that addresses user needs directly, encouraging creators to adopt a more people-first approach.

This update hit many websites hard but ultimately it was very important for improving user experiences on our sites. Sites that rely heavily on keyword stuffing, clickbait, or automated, low-value content could face reduced visibility in search results.

Conversely, those that offer insightful, original, and authoritative information are more likely to be rewarded with higher rankings. As the digital space becomes increasingly competitive, understanding and adapting to Google’s Helpful Content Update should be a priority for maintaining search engine visibility and user engagement.

This article will explore the details of the update, its impact on websites, and the strategies you can employ to ensure your content aligns with Google’s guidelines while continuing to thrive in search rankings.

Understanding Google’s Helpful Content Update

Google’s HCU was designed to enhance the overall search experience by prioritising content that provides genuine value to users. The update aims to reward websites that focus on creating high-quality, original content while reducing the visibility of sites that produce content solely to manipulate search rankings.

People first!

This shift emphasises a “people-first” approach, encouraging content creators to think beyond search engine optimisation (SEO) tactics and focus on delivering meaningful and useful information to their audience.

Goals of the Update

The core objective of the Helpful Content Update is to filter out content that offers little to no real value to users. This includes content that is:

Automated or AI-generated without adding any human oversight or meaningful insight.
Over-optimised for search engines rather than user experience.
Thin or generic content that fails to provide depth or unique value.

Google’s website crawlers evaluate the overall quality and usefulness of content, rewarding websites that create in-depth, authoritative material on a given topic. The goal is to reduce instances where users click on a search result only to find unhelpful, low-quality information.

Key Characteristics of “Unhelpful” Content:

SEO-First, Not People-First: Content designed primarily to rank for certain keywords rather than to address users’ needs is now more likely to be flagged as unhelpful. This includes keyword-stuffing, which disrupts the natural flow of the text.
AI-Generated Content Without Value: Google is cracking down on sites that use AI tools to generate large volumes of content without providing meaningful human intervention. These pages may lack depth, originality, or context that users are seeking.
Clickbait and Misleading Content: Pages that overpromise in their headlines but underdeliver in content quality are now more vulnerable to lower rankings. Google targets sites that create misleading titles simply to lure in clicks, only for users to find unhelpful or irrelevant content.
Content Farms: Sites that churn out massive amounts of superficial content with little regard for accuracy, originality, or user experience are particularly at risk.

By focusing on these characteristics, Google is ensuring that only the most helpful, reliable, and informative content rises to the top of search engine results pages (SERPs). This is an important shift for content creators, who must now balance SEO strategies with a commitment to creating genuine value for users.

With this update, Google also introduced a site-wide signal that affects a website’s overall ranking. If a large portion of a site’s content is deemed unhelpful, even its higher-quality pages may suffer in rankings. This means that creators must take a comprehensive approach, ensuring that all content—across pages and categories—meets high standards of quality, relevance, and usefulness.

Focus on User Intent

Understand What Users Are Looking For: To create helpful content, you need to understand the intent behind a user’s search query. Are they looking for an in-depth explanation, a quick answer, or a step-by-step guide? By analysing search intent, you can tailor your content to meet specific needs.
TIP: You can use platforms such as Ahrefs and SEMrush to conduct your research into intent.
Answer Questions Completely: Ensure your content addresses the user’s query fully and provides actionable insights or solutions. Avoid superficial answers; aim for depth and comprehensiveness.
Create Content for People, Not Search Engines: Google’s Helpful Content Update favours content that genuinely helps users. This means moving away from writing content that exists solely to rank for keywords and focusing on solving user problems or offering value.

Produce Original, Deep-Dive Content

Prioritise Quality Over Quantity: It’s better to produce fewer pieces of high-quality content than to flood your site with superficial posts. Invest time in creating in-depth, well-researched content that adds real value to the reader.
Unique Insights and Perspectives: Don’t just rehash what’s already available online. Use original research, case studies, and unique insights to differentiate your content. Offering fresh perspectives makes your content more engaging and valuable.
Go Beyond Basic Answers: When writing about a topic, go beyond providing just surface-level information. Deep-dive into various aspects of the subject, provide examples, explain the “why” behind concepts, and anticipate follow-up questions users might have.

Prioritise E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

Showcase Expertise: Position yourself or your authors as experts in your field. Content written by knowledgeable professionals is more likely to be trusted by Google and rank higher. If possible, include author bios that highlight their credentials.
Cite Reputable Sources: Building authority means backing your claims with credible sources. Link to trusted websites, use expert quotes, and reference studies to improve your content’s credibility.
Build Trust: Trustworthiness is key. Ensure your site has clear author information, accurate sourcing, and secure navigation to foster user confidence.

Optimise for Readability and Engagement

Structure Content for Easy Reading: Organise your content into clear sections using headings, subheadings, and bullet points (Just like this article!).
This makes your content more digestible and user-friendly, improving the overall reading experience.
Use Visual Aids: Break up long text with images, infographics, or videos. Visual aids can help explain complex topics and make your content more engaging.
Encourage User Interaction: Incorporate ways for users to engage with your content, such as commenting, asking questions, or providing feedback. Interactive content not only improves user engagement but also signals to Google that your content is relevant.

Regularly Update Content

Keep Content Current: Regularly refresh older content to keep it up to date with the latest information. Updated content is seen as more relevant by both users and Google.
Improve Underperforming Pages: Identify content that isn’t performing well, and either update or repurpose it to provide more value. Focus on addressing user needs more thoroughly or providing new insights.
Prune Low-Quality Content: If you have outdated or thin content that no longer serves a purpose, consider removing or consolidating it. Keeping only high-quality pages on your site helps avoid penalties associated with the Helpful Content Update’s site-wide ranking signal.

Mistakes to Avoid Under the Helpful Content Update

As HCU continues to prioritise user-centred content, many websites will need to reassess their content strategies to avoid penalties. Making certain mistakes can significantly harm your search rankings and overall site performance. Here are some common pitfalls to avoid:

1. Relying on AI-Generated Content Without Human Oversight

Why It’s a Problem: While AI-generated content tools have become increasingly popular, using them without human editing can result in content that lacks depth, accuracy, or nuance. AI content often reads as formulaic and may not fully address user intent or provide the insights users are seeking.
What to Do Instead: If you use AI tools, ensure that a human editor reviews and enhances the output. Add original perspectives, insights, or case studies to make the content more valuable and tailored to user needs.

2. Prioritising Quantity Over Quality

Why It’s a Problem: Flooding your website with content in an attempt to rank for more keywords often results in thin, generic posts that add little value. Content farms or sites that churn out a large volume of low-effort articles are particularly vulnerable to penalties under the Helpful Content Update.
What to Do Instead: Focus on quality over quantity. Invest time in fewer, but more detailed, high-quality pieces that fully answer user questions and offer unique insights. Deep-dive, well-researched content is more likely to rank well and keep users engaged.

3. Over-Optimising for SEO While Ignoring User Experience

Why It’s a Problem: SEO best practices like keyword optimisation are important, but if they dominate your content to the point of reducing readability or value, Google’s algorithm will likely penalise the page. Overstuffing keywords, using forced or unnatural language, and focusing solely on search rankings without considering user experience can harm your content’s effectiveness.
What to Do Instead: Maintain a balance between SEO and user experience. Ensure that your content flows naturally, provides clear and relevant information, and uses keywords sparingly and contextually. Focus on delivering value that meets user intent while keeping SEO in mind.

4. Using Clickbait Titles and Misleading Content

Why It’s a Problem: Clickbait titles that promise something but fail to deliver on that promise not only frustrate users but also trigger negative engagement metrics (high bounce rates, low time on page) that hurt your rankings. Misleading or sensationalised headlines may attract clicks initially, but if users leave your site quickly due to poor or irrelevant content, your rankings will suffer.
What to Do Instead: Craft titles that accurately reflect the content’s value. While it’s important to have attention-grabbing headlines, make sure they align with the actual substance of the article. Titles should be both appealing and transparent, creating realistic expectations that are met by the content.

5. Failing to Provide Original or Unique Value

Why It’s a Problem: Regurgitating content from other sources without adding unique value diminishes your site’s credibility and usefulness. Google favours original insights, perspectives, and information, so simply paraphrasing what already exists on other sites will not help your rankings. Thin or repetitive content also falls short of meeting user expectations.
What to Do Instead: Ensure that each piece of content you produce offers something new. This could be in the form of expert opinions, original research, case studies, or in-depth guides that explore a topic from a fresh angle. Make sure your content adds to the conversation rather than repeating what’s already available online.

6. Neglecting E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) Signals

Why It’s a Problem: Websites that don’t prioritise building a reputation for expertise and trustworthiness risk losing credibility, especially in sensitive fields like health, finance, or legal advice. Without strong E-E-A-T signals, Google may view your content as less reliable or authoritative.
What to Do Instead: Make E-E-A-T a priority in your content strategy. Highlight the credentials and expertise of your authors, use authoritative sources, and focus on building trust with your audience through accurate, transparent, and trustworthy content.

Summary of Mistakes to Avoid:

Over-reliance on AI-generated content without human touch.
Churning out low-quality, high-quantity content.
Sacrificing user experience for SEO.
Using clickbait titles that don’t match the content.
Failing to provide unique or original value.
Ignoring E-E-A-T principles for content credibility.

To succeed, businesses and content creators must shift their strategies to align with Google’s emphasis on delivering meaningful content that addresses user needs.

Focus on user intent, adhere to E-E-A-T principles, and avoid common pitfalls like over-optimisation or low-quality content production, you can enhance your site’s performance and ensure it remains competitive. Continuously measuring your content’s effectiveness through tools like Google Analytics and Search Console will help you stay on track and make informed adjustments.
Ultimately, long-term success under the Helpful Content Update requires a commitment to creating valuable, engaging, and insightful content that serves both your audience and search engines.

With the right approach, adapting to this update can lead to improved rankings, greater user engagement, and stronger overall visibility in search results, ensuring sustained growth in the evolving world of SEO.