Google Helpful Content Update 2022

Google is set to roll out a sitewide algorithm update over the next few months which focuses on promoting helpful content and devaluing content that has been written for search engines.

The algorithm update differs from the new product reviews update rolled out recently (which just targeted certain pages) as it is a sitewide change that could affect rankings across your website.

The algorithm update all fits into Google’s purpose of delivering the best quality information to the searcher when they need it the most, and whilst one could argue that one week is not long to prepare for an update, all websites should be written for humans first, and search engines second. This is certainly the approach we take with our own and our client’s content at Varn.

What is helpful content?

Helpful content is defined by Google as content that is created for a specific audience, features expertise that is trustworthy and credible, and meets the wants and needs of the searcher.

Google released the following update on Twitter in reference to the update:

“Next week, we will launch the “helpful content update” to better ensure people see more original, helpful content written by people, for people, rather than content made primarily for search engine traffic.”

Varn is well positioned to thrive through the update as we produce helpful content as part of our ongoing SEO strategy for all of our clients. Writing purely for search engines is an outdated tactic that was eventually bound to be weeded out as Google gets better at determining what a searcher may need from a specific query.

Varn’s Head of Technical SEO Aimee Talbot offered the following comment:

“A number of SEO experts have already said that this upcoming algorithm update may prove to be one of the most significant changes Google have made in over a decade. Unlike many of their algorithms, this new update is also sitewide. This means that even if a site only contains one or two pages that don’t meet the criteria set out by this update, the entire site will be impacted, not just those pages. As a result, its impact is expected to be felt far and wide.

“Having said that, these algorithm changes aren’t exactly radical – far from it. Since day one, Google has intended to serve search results that best help the individual carrying out the search. Algorithm updates are applied to help assist in this process and to distinguish between search results that are organic and best match search intent, and those that have been manipulated for the purpose of improving rankings.

“As someone who works in Technical SEO and as someone who uses Google on a daily basis, I welcome this update. If your site content fulfils its original purpose, and has been written for the sake of your audience and not just for search engines, then you should welcome it, too.”

If you want to find out more about creating a digital content strategy that meets your business objectives and helps users in their search for knowledge then check out our article on creating a digital content strategy.