How To Adapt To Google’s Helpful Content & Core Updates

How do you ensure your website is compliant with the latest search engine standards?

What’s the best way to keep up with constant algorithm changes while still meeting the needs of your customers?

Google’s latest Helpful Content update emphasizes the importance of providing users with engaging, helpful content.

Your content strategy should not only maintain solid SEO principles and keyword rankings, but it should also be helpful to people and relevant to their searches.

On October 19th, I hosted a webinar with Dave Snyder, CEO and Founder of CopyPress, and Jeremy Rivera, Director of Content Analysis.

Snyder and Rivera demonstrated how to create better, more authoritative content that complies with Google’s revised Helpful Content Guidelines.

Here is a summary of the webinar. To access the entire presentation, fill out the form.

What is the Helpful Content Update?

Google announced the Helpful Content Update in August to better connect people with helpful information.

It’s part of a broader effort to ensure people see that more original, helpful content is being written by people for people in search results.

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What it means for your business:

  • Google uses a sitewide ranking signal to determine if you are using helpful content.
  • Google considers AI generated content as spam and will use its machine learning algorithm to detect it.
  • Content created for ad and click monetization will no longer work.
  • There won’t be any manual penalties, but you might just start losing organic visibility.
  • Detection becomes clearer over a larger volume where aggregation becomes an issue.

[Discover if your site is a problem site] Access the webinar immediately →

How to adapt the helpful content update to your strategies

1. Use expert insight

Real, satisfying content comes from expertise. Develop deeper, more satisfying content by uncovering the real differences and the real answers.

This includes:

  • Say NO to aggregating data WITHOUT unique insights.
  • Saying NO, just rewriting the existing featured snippet and “hoping” for the best.

2. Use expertise to actually address People Also Ask (PAAs).

Featured snippets and “People also ask…” are common search elements. Even better, they’re good starting points for true subject matter experts.

[Find out what makes the best answers] Access the webinar immediately →

3. Use content strategy outside of SEO data

Discuss “pain points” with your product managers, sales reps, and support staff.

Know exactly what your prospects or customers are trying to solve or overcome with a Google search:

  • At product level.
  • Compared to a competitor.
  • Purchase an add-on as a reason for upgrading or choose the Enterprise tier.

4. Implement the 3-point process

Step 1: Leverage SEO data for PAAs, featured snippets, and relevant groupings of keywords. This can be used to fuel new articles or revamp existing content.

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Step 2: Brainstorm pain points and issues that need to be resolved. Ask your experts what should be used to create a new item list.

Step 3: Take a fearless inventory of existing content and review its current ability to provide a satisfactory response. For larger companies with established content sets, doing this by category is helpful.

[Learn to adapt to the algorithm update] Access the webinar immediately →

Strategic takeaways

Marketers focus too much on what to do next.

Instead, we should think about how to improve existing content, just as we approach new editorial content.

  • Build a system to help you find your underperforming content.
  • Find out, at scale, what your legacy content is missing and what the competition has. What is missing from your content that Google is signaling they want in the long run?
  • Build an opportunity sizing model with third-party data to get an idea of ​​the least hanging fruits from your underperforming content.
  • Use tools like Content Harmony to quickly assess SEO deficiencies and create meaningful briefings for optimization.
  • Use subject matter experts to fact-check articles, add FAQs, and insert other unique content that a generic copywriter or AI writing system can’t create.

[Slides] How to adapt to Google’s helpful content and core updates

Here is the presentation.

Join our next webinar!

Smarter Link Building: How to Use Machine Learning to Accelerate Organic Growth

Learn how relevant content can increase your visibility and traffic for compelling SEO performance.

Join us for insider tips to prioritize the relevance of your digital PR and link building campaigns.

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photo credit

Featured image: Paulo Bobita/Search Engine Journal

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