3 Ways Publishers Can Optimize Their Website For Google’s New Helpful Content Update

In years prior, Google had considered familiar factors when it came to deciding which pages would dominate SERPS. Pre-2012, backlinks were the surest way to exemplify your website’s authority to Google. Then came the Penguin update which down-ranked websites that had unnatural/spammy links. In 2013, Google’s Hummingbird update combated a formerly favored SEO tactic–keyword stuffing–by focusing more on user intent as opposed to keywords solely. In 2015 the search engine deprioritized websites that lacked mobile-friendly user experiences with their Mobile update.

So, what’s the trend here? Google is aggressively updating its algorithm to bring users the best search results possible, keep its product relevant and maintain its position as the dominant search engine. To do this, Google must anticipate the needs of its customers. It’s no coincidence that the Mobile update of 2015 was implemented a year before the time in which “the smartphone market was at its peak.” Google foresaw a change in the digital landscape and acted accordingly to preserve its product. 

At this point, you’re wondering: what does this have to do with the Helpful Content Update? Well, the concept that brought forth this update remains consistent with the trend we previously identified. With AI’s emergence, Google is ready for a big pivot yet again.

Through the updates that have come and gone, Google has always had one main goal: self-preservation; knowing that search traffic represents 50% of (or more) most publisher’s website traffic, publishers should have the same. Let’s take a look at the details surrounding this new update and discuss a few tactics in which we can learn to work with Google, not against it.

What is the Helpful Content Update?: 

In 2016, Google’s chief executive, Mr. Pichai stated that Google was an “A.I.-first” company. A declaration that seems truer now than ever before. Google’s new Helpful Content Update not only uses AI but combats the idea that AI-produced content will dominate the search engine.

In short, Google’s Helpful Content update uses AI to reward sites with consistently helpful content and it demotes sites by putting a classification on them who produce content that is more designed for SEO purposes. 

Here’s what Google has to say about its update: 

“Google Search's helpful content system generates a signal used by our automated ranking systems to better ensure people see original, helpful content written by people, for people, in search results.” - Google

So what does this mean and why is it such a big deal?  The tactics that SEOs once recommended as best practices are still impactful – but this new shift to “helpful, reliable, people-first content” will reshape how a publisher’s digital content is produced and ranked.

The helpful content update went live in Aug. ‘22 and was updated on Dec ‘22 and June ‘22. 

Tactic 1: Author Pages 

As Google clearly stated in their documentation, the helpful content update will prioritize content that is “written by people, for people, in search results.” Furthermore,  Google’s Quality Rater Guidelines say that their ranking system aims to reward “original, high-quality content that demonstrates qualities of what we call E.E.A.T: expertise, experience, authoritativeness, and trustworthiness.” So, when it comes time to appeal to both E.E.A.T and the Helpful Content Update, all signs are pointing to author pages.

Now is the time that we need to acknowledge the relationship between content and the author as something of an interdependent relationship. Author pages are the place where we will prove to the reader (and Google!) that our content is reliable, trustworthy, and written by a human source. If you’re like many publishers, chances are you already have some form of author pages present on your site. But, are they optimized to their fullest potential? 

First off, each contributor to your site should have their own author page. On these pages, you should include an author bio, links to the author’s social profiles, author contact information, a headshot, and a list of the stories the author has written on your site. 

For your author’s bio, there are a few key points we’d recommend including:

• Full Name

• Position/Title at the publication 

• Years employed at the publication 

• Notable previous experience 

• Area of expertise or beat

• Involvement/contribution to other media forms including books, podcasts, personal websites, substacks, etc.  

• Awards and accolades 

Now that we’ve covered content, let’s talk structure. As mentioned, each author should have their own page/URL on your website. Each author should also have a byline that links back to their specific author page–this hyperlinked byline should appear on all content the author has created on your website. Additionally, you can include a brief snippet of the author's profile at the opening or closing of the article. This is a stylistic preference, but TFD love the humanization factor it brings.

Photo credit: theverge.com 

A common scenario that TFD encounters on publisher sites is generalized bylines. These bylines attribute credit to a publication’s staff (ex: By [Publication Name] Editors). Instead of using this technique, talk with your developer or SEO consultant and explore techniques that allow you to include multiple hyperlinked author bios on your page. This solution dismisses the need for a generalized byline, which is frequently used in the case that you cannot cite all contributing authors.

Tactic 2: Unique and ~helpful~ content  

Google introduced an idea that deserves a bit more attention: the top search results will be presented with websites that create content "to benefit people, not to gain search engine rankings." For publishers, I believe the prime example of content that is written for search engines are round-up pieces, like "Best Italian Restaurants in Atlanta.”

 Oftentimes, these roundups are an aggregation of information that is written based on the presence of high-volume keywords in search. Until now, there was nothing wrong with this process as it had proven effective, but in the face of this algorithm update, optimizations will likely need to be made.

Imagine you land on a round-up piece of content titled “The 10 best wedding venues in Orlando.” The piece of content gives you 10 wedding venues, a brief description of each, and a link to the venue itself. From here, is a user leaving the page feeling as if they have a unique understanding or “insider knowledge” of each venue? Or, is the user headed to TikTok to search by the venue names presented in your article to find the “helpful” content that they are seeking? 

To assist you in establishing this helpful, competitive edge, Google has introduced a set of questions for creators to consider when crafting their content. 

 A screenshot of Google’s content and quality questions. The highlighted questions are suggested for publisher consideration.

While round-up stories aren’t the only places on your website that can be optimized to Google’s Helpful Content Update, they are a clear-cut example. My suggestion is that you begin to challenge yourself when crafting these (and other pieces of content) by honing in on one of Google’s quality questions above: “Does the content provide insightful analysis or interesting information that is beyond the obvious?” 

If you’re wondering what “beyond obvious” information you should begin integrating into your articles, check out a few of these ideas below: 

• If creating a round-up piece for something like the best pumpkin patches in your area, can you suggest another great seasonal happening nearby? The goal here would be to create a fuller fall experience for the reader. EX) Pro Tip – After you’re done at Flanagan Farms, don’t forget to head to Pungo Pizza (7 minutes away!) for their seasonal homemade apple pie ice cream – only available in September and October!

• If reviewing a hiking trail in your region, can you cite a source that has referenced a beautiful overlook or a tool they had found to be handy along the way? EX) Don’t forget to pack a collapsable chair for the Shenandoah overlook–you won’t want to miss the incredible view. 

• In getaway guides, can you list the pros and cons that correspond with each destination on your trip? EX) Pro: The glamping site was a one-of-a-kind experience | Con: The dining options onsite are limited and the nearest restaurants are over 30 minutes away 

Tactic 3: Incorporate Expert Insights 

YMYL content, which stands for "Your Money Your Life," refers to  information that has the potential to influence people's health, financial security, safety, societal welfare, and overall well-being. This category of content can benefit from expertise beyond the authors. YMYL content is the kind of information that has the ability to generate tangible consequences for users' real lives. Examples of such content include:

• News and current events

• Civics, government, and law

• Finance

• Shopping

• Health

• Safety

• And groups of people

Of course, it would be ideal for Publishers to have an accredited wellness expert on staff in order to appeal to Google’s expertise factor that is made clear in E.E.A.T. However, that isn’t always the case. For many, we have Editors with experience in the area in which they are writing (another valuable portion of E.E.A.T!). But, when it comes to this YMYL content, the balance of expertise and experience is essential. 

In lieu of outsourcing your “Hiking Safety Guide” to a world-renowned traveler, consider having subject matter experts from the American Hiking Society review and approve your content. This is most commonly seen in medical advice, but the concept can easily apply to any of the topics within the YMYL umbrella. 

 While this may not prove to be a viable process for all of your safety/wellness pieces, perhaps you identify your highest drivers of organic traffic that fall within this category and hand-pick a select few to undergo this reviewal process. 

 Another tactic for demonstrating expertise is linking to credible sources, studies, and user-generated content from experts. These outbound links signify authority and credibility to Google and provide reliable and trustworthy destinations for your users to dive deeper into a particular topic. A win-win for both constituents.

In an internet era of endless algorithm updates and evolving user expectations, publishers must adapt to stay ahead. While each article, publisher, and publisher website is unique, Google has declared new expectations of content published on the internet and publishers should take note. Not only because “Google said so”, but because Google’s recommendations and objectives align with those of publishers: reader satisfaction, delight, and engagement. 

Wondering where to get started? Drop me a line and let’s talk about your next move. dallas@twentyfirstdigital.com