Google is implementing a “helpful content update” as part of a broader effort to ensure people see more original, useful content in search results.
The update is meant to diminish content that is written as clickbait or with the intention of loading up on buzzwords to hijack search engine optimization (SEO). Google wants to improve its algorithm so that content “written by people, for people” ranks higher.
For example, content that delivers unique insights as opposed to aggregated copy from other websites will now be shown preference. Google suggests creating content with original, authentic information that readers haven't seen before.
“The helpful content update aims to better reward content where visitors feel they've had a satisfying experience, while content that doesn't meet a visitor's expectations won't perform as well,” Google says. There are comprehensive guidelines on the company’s blog that give advice on creating people-first content and not writing for a search engine algorithm.
This is a welcomed advancement for communicators who strive to offer value for their audience and build meaningful connections.
The update is already in progress and will be refined over the next several months.