Google’s new Assisted Content Update enables the search giant to help marketers create a meaningful customer experience that starts with search.
The fact that Google has announced updates to its search engine algorithms has become less of a big news story over the years. Updates to its popular search are very frequent, so any news can feel like a blur of little interest.
But this latest change from Google is a bold one, presented with a user-friendly name and a telltale sign that marketers and consumers alike can embrace.
Google is introducing a Helpful Content Update to its search engine. It evaluates how well the content satisfies the user. Google offers a huge opportunity to help marketers create a meaningful customer experience that starts with search.
How Helpful Content Update Works
Helpful Content Update (HCU) is an algorithmic ranking signal. It checks how well a given webpage follows Google’s basic search guidelines, such as relevant descriptions, clear source attribution, and original research and analysis within the content. It is meant to deprecate content that is over-optimized to influence search engines.
At first, this sign doesn’t feel new. The search guidelines are from 2019; so many HCU recommendations seem to have long been shared to avoid SEO tactics, an approach familiar to SEO and marketing experts. Black hat SEO are tactics that over-optimize on-page elements to influence search engine query results.
But well-thought-out content tips to avoid deceptive tactics have jumped the shark, close to Black SEO tactics where content creators from different backgrounds play various search engine optimization techniques. They produce searchable content, but much of the content was not Wikipedia-style neutral in tone. This type of content refers to an answer that is not a great answer for the reader, even if the keywords appear in the metadata and H1 tags without filling.
Additionally, some publishers became very fixated on following algorithmic changes, even though the announced change would be one of hundreds of algorithmic improvements. Panda, for example, was just one of the top 500 search engines according to Google.
Bringing Balance to SEO tactics
The HCU signal is part of a larger effort by Google to balance what people see in the content they find on its search engine. Google added a suggestion this year that marketers can include the pros and cons of products and services in their structured data. Adding these will appear in rich snippets query results. Goggle offers a Rich Results Test to verify its recognition in the search engine.
In fact, the name Helpful Content Update is an interesting play on rebalancing expectations. It is a label in layman’s language. In recent years, Google’s search engine algorithm changes have been popularized through its codewords, such as Pigeon, Hummingbird, and Panda. But while it may seem like a small change to choose a phrase that speaks to ordinary users, it marks the end of a series of algorithm changes that reflect the technical aspects of a query.
The idea behind Google’s algorithm changes was to analyze how HTML elements on website pages are organized in relation to a query. Now the search algorithm can distinguish intent among web page elements with sophistication. Also, SEO techniques have evolved to identify where keywords can be better placed and take links as a signal of interest.
Related article: How to use keyword density in a modern SEO strategy
Putting Search Power in Hands of Creators
The helpful content update is the next step in signage, and focuses on the use of creators rather than HTML. It encourages creators to choose their content more naturally so that people can appreciate it instead of focusing too much on the syntax of the page. It also balances publishers’ expectations by focusing on one key change, rather than a series of small changes that don’t impact the customer experience or page content.
The change also acknowledges Google’s different ecosystem compared to the search engine’s infancy. Organic search is still the weakest when it comes to building sales discovery, with Google retaining the lion’s share of search-generated traffic and usage.
But other platforms have emerged as search points in the customer journey, changing the customer experience as a result. People search Amazon the same way they would Google or Bing, usually with a product in mind. Home customers are just as likely to ask Alexa for a nearby service as they are to make a search from a mobile phone… and they’re probably not at home on a laptop.
This means that Google needs to consider these new attribution points while encouraging content providers to imagine these touch points when planning their content. Such considerations are appearing to inform the adjustment of tools such as Google Analytics 4 and Google Search Console. Content is now part of a standard marketing strategy, and the material is measurable and helpful for attribution.
Related Article: What marketers can expect from Google MUM
People Still Want Answers Through Search
Also, not all search engine users are customers or potential customers. People turn to Google for a variety of purposes. People rely on Google search results for a variety of content that they believe to be authentic and solid, hoping to solve a problem through advice, inspiration, or guidance.
Thus, the Content Update represents how Google is aware of the social cost of bad content. Disinformation and its role in major cultural issues and political events in recent years have revealed how their products can be used. Accurately returning information to a query is the start of addressing these concerns.
I’m sure this will also make it to YouTube in some form. YouTube is the second largest search engine behind Google and is central to quite a few online activities (see my post on CTV as an example). Although YouTube videos have a different optimization account than a website page, the philosophy behind the Helpful Pages Update will be adopted.
These stages not only describe the state of the business or website, but also what metrics you will focus on to push it to the next stage. Let’s look at the three phases of SEO: visibility, acquisition, and engagement/conversions.
How do I update my SEO?
Follow these suggestions to improve your search engine optimization (SEO) and watch your website rise to the top of search engine results.
- Publish relevant and authoritative content. …
- Update your content regularly. …
- Metadata …
- Have a link-worthy site. …
- Use alt tags.
Does SEO need updating? So how often should you update old posts for SEO? Ideally, every three months is a high frequency, but if your time constraints are too tight, reviewing your keyword usage every 6 months is also a viable option.
What does it mean to update SEO?
Your SEO Update for 2021. Search engine optimization (SEO) is not a single process. Google updates its algorithm frequently to ensure that users are getting the best possible content, and that your competitors will make changes to their websites in an effort to outrank you.
What is update in SEO?
Google updates are important events for webmasters and SEOs everywhere. Algorithm changes, filters, data refreshes or other changes are often to blame when a website suffers a drop in ranking or SEO Visibility. Google updates are important events for webmasters and SEOs everywhere.
Do you need to update SEO?
The truth is that you should constantly review and update your SEO strategy in order to climb and maintain the top positions in search.
How frequently should I update my blog?
For most small businesses, updating your blog once or three times a week is a realistic and effective schedule. Make your blog updates a priority, keep providing quality posts and resources, and you’ll see the returns as more traffic and increased sales through your small business website.
Why is it better to update your blog frequently? Regularly updating website content is an important part of running any business with an online presence. When you keep your website content up-to-date, visitors will feel your website is more trustworthy and will be more likely to make a purchase.
How often should you update your content?
The easiest answer to the question of how often you should update your website is: how often it needs to be updated. Small website updates can be done every day, and a full website refresh can come every two or three years. As long as the answer to this question is ‘never’, you are off to a great start.
When should I update my website content?
You should update your website regularly to keep up with the times. Having an updated and optimized site creates a great user experience and is likely to encourage people to spend more time on your site pages. This helps in your search engine optimization or SEO because Google values a good user experience.
How often should I add content to my website?
“It is ideal to update a website at least monthly, but weekly is preferred. This could be a small change to the main content or a new blog post. Regardless of the update, it’s helpful to have updates of any size consistently.
How often should you update blog for SEO?
You should aim to publish a blog post at least once, twice, three times a week – and at the same time. Weekly posts will provide you with content to share on your social media channels as well as boost your SEO rankings by using targeted keywords.
Should you update blog posts?
The best reason to update your blog content is to bring fresh, relevant and up-to-date information to your readers. If you regularly update your old blog posts, you will not only attract new visitors to your blog, but you will convert those visitors into potential customers.
Why it is important to always update your blogs?
Old, out-of-date blog posts will gradually drop in the rankings and drive less traffic to your site, so it’s essential to regularly update and optimize your outdated content.
Should you update old blog posts?
There is no excuse not to update old posts. Editing an old post takes much less time than writing something new, you will increase the quality of your blog and it will be easy to promote your post on social networks.
What is the most important thing in SEO?
#1 Google Ranking Factor At WebTek, we say that the most important part of SEO and the most important Google ranking factor are web page titles and header tags. Headlines represent the main real estate of any website; They are your best option for telling exactly what your website or webpage is about.
What is the most important SEO element of your website? The first and most important element of on-page SEO, of course; your content If your content isn’t interesting to read, you probably won’t get many views and high search engine rankings. That is why it is very important to write ‘VUUSP-content’.
How often should content be reviewed?
Product Descriptions: Revise at least quarterly. Web Copy: Revise at least annually. Blogging: Aim for 2 posts per week. Social Media: Post frequently based on a social media strategy.
How often should the content be updated? The easiest answer to the question of how often you should update your website is: how often it needs to be updated. Small website updates can be done every day, and a full website refresh can come every two or three years. As long as the answer to this question is ‘never’, you are off to a great start.
How often should you add content to your website?
For most businesses, it is recommended that one blog post per week is sufficient. In some cases, if your business aims to become a thought leader, it is recommended that you create and publish high-quality, relevant content more often.
Does more content increase SEO?
Adding more content to your website can improve your SEO, but only if you do it carefully. Don’t make the mistake of adding a lot of low-quality content if you don’t want a negative result.
When should I update my website content?
You should update your website regularly to keep up with the times. Having an updated and optimized site creates a great user experience and is likely to encourage people to spend more time on your site pages. This helps in your search engine optimization or SEO because Google values a good user experience.
How often should I review my website?
It’s the same concept with your website. Regular website updates and maintenance will keep your customers and search engines happy. We recommend updating your website at least once a month.
How often should I refresh my website?
The easiest answer to the question of how often you should update your website is: how often it needs to be updated. Small website updates can be done every day, and a full website refresh can come every two or three years.
Why is it important to review your website?
They give you credibility Your brand can build significant trust and credibility from a steady stream of positive feedback. One of the most interesting findings from recent research is just how powerful reviews are in building your company’s online identity.
Does updating website Affect SEO?
It can definitely affect SEO. And it can be a good thing, it can be a bad thing. So it’s not that you should avoid making those changes, but when you do make those changes make sure to double check that you’re doing everything right.” That’s good advice.
Does updating your website help SEO? Regularly updated content can greatly improve a website’s SEO by driving traffic, improving website ranking and even authority on search engines like Google. Let’s talk about what ‘fresh’ means when it comes to SEO content.
Does redesigning a website affect SEO?
How Much Do Website Redesigns Affect SEO? Website redesigns can have a huge impact on SEO. When done right, improved UX can increase rankings, but if redirects aren’t mapped carefully, it can reduce your authority and cause your site to lose a lot of organic traffic.
Do website builders affect SEO?
They offer no SEO benefits. Ultimately, these WYSIWYG (âWhat You See Is What You Get†) website builders will severely limit your business growth. The HTML markup created by any page builder will always be exponentially bloated compared to the HTML created by hand by an expert web developer.