What to expect from Google’s Helpful Content Update

Google has rolled out its new helpful content update - and you need to know about it. The update impacts anyone working in B2B content marketing or SEO copywriting services, as it decides how your content ranks and how many people see it. Essential stuff.

What’s included in the new Google update?

To keep content creators on track when producing helpful content, Google published a list of six questions. From this day forth, the following questions are your six commandments for creating content. Honour them, and your blogs and tech-related content will rank highly in search engines:

1. Do you have an existing or intended audience that would find the content valuable if they came directly to you?

2. Does your content demonstrate first-hand expertise and a depth of knowledge?

3. Does your site have a primary purpose or focus?

4. After reading your content, will someone leave feeling they've learned enough about a topic to help achieve their goal?

5. Will someone reading your content leave feeling like they've had a satisfying experience?

6. Are you keeping our guidance for core updates and product reviews in mind?

When is Google’s Helpful Content Update happening?

The firm announced the news in a blog published on the 18th of August 2022, and started implementing the updates on the 22nd of August 2022. The rollout is expected to take two weeks. The sudden rollout was a shock for many, but that's how big tech players like to roll. 'Fast is better than Slow' is part of Google's company manifesto. And you need to keep pace.

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Smart business owners and savvy digital marketers will welcome this quick change-up. They'll recognise it as an opportunity. It's a golden opportunity to perform well in search engine results, outranking the competition by producing the high-quality content that Google is looking for.

Alan Davies is Director at AXD, and an SEO and content marketing specialist.

"If you're not ranking on Google's first page, you’re missing out on a tonne of traffic. And that traffic is going straight to your competitors. Understanding how the new Google search content update works will change that; it's essential knowledge for firms looking for a competitive edge."

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How to produce content for Google's new update

Write people first content

Google's people-first approach wants content written for a specific audience, not search engines. The content must demonstrate the knowledge and expertise people are searching for. And it has to add real value. After reading your content, people should feel more informed. They should have enough information to solve a problem, answer a question, or achieve a specific goal.

Don't be a copycat

If you want people to find the content you write, it has to be unique. Plagiarism is a big no-no for the new update. Companies that rip off content from other sites will never rank high. And so they shouldn't. But simply rewording and summarising what other people have said is not good enough. It's not technically plagiarism, but it's also not unique. Say something that someone else hasn't said. Find a new angle into an industry topic or news event. Be original.

Update your content

A high bounce rate will continue to be a major ranking factor in the new update. Identify pages that are a major 'click-off' for customers, then update them with appealing and relevant content. Flesh out any thin content with updated news, information, videos, and pictures supporting the text. But don't add fluff or filler content—value and relevance matter more than a big word count.

Get (and stay) on point

Relevant! Relevant! Relevant! That's your new mantra, for new and old content. Don't publish content on different topics. Keep your website content focused on a few specific topics directly related to your products or services. Stick to what you know. Write about topics where you have expertise and value to offer.

 And remember: keep it RELEVANT!

What to do about Google's Helpful Content update.

Google has changed the way it ranks content. And when Google moves, so do you. It's adapt or die (or slip off the first pages of Google, which is pretty much the same thing) Three-quarters of your potential customers never scroll past page one.

We know what Google is looking for when ranking content. It’s why we have already ranked 1,000+ pages 1st on Google.

"We couldn't be happier with the work AXD has delivered for our business,"

says Andy Morgan, Group CEO of Affinity Group.

Ruairi Shivers, DMS Director. is another very satisfied client:

"The knowledge, experience, and responsiveness AXD offer make them our perfect marketing partner,"

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Rank higher and generate more leads. Contact us today to arrange a free content review.

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