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Be helpful.

Google is introducing a ‘helpful content update’ which aims to “better reward content where visitors feel they’ve had a satisfying experience.” It suggests that if we answer yes to the following, we’re on the right lines:

  • Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?
  • Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?
  • Does your site have a primary purpose or focus?
  • After reading your content, will someone leave feeling they’ve learned enough about a topic to help achieve their goal?
  • Will someone reading your content leave feeling like they’ve had a satisfying experience?
  • Are you keeping in mind our guidance for core updates and for product reviews?

Google reckons its systems will “automatically identify content that seems to have little value, low-added value or is otherwise not particularly helpful to those doing searches.” I assume this is aimed at a certain type of website, and I can’t imagine much content on company B2B websites not being identified as helpful, but you never know.

Sadly, if the new consideration results in our website being downgraded in the Google results, it’s going to be a long haul back. But I think we’ll be alright.