SEO
How to Rank for Google’s Helpful Content Update
Zero Traffic from Google—that is what more than 50% of online content gets everyday. Ahrefs found this out last 2020.
And yet, countless websites continue to put them out regularly—a problem made even worse with all the AI-powered content tools out there. The result is an endless flood of low-quality blogs and posts that are, ultimately, not useful for anyone who reads them.
So, what did Google do in response? They put out another addition to their algorithm, called the “Helpful Content Update.” Their goal with this one was to help make sure that valuable content that actually helps their users (a.k.a., people-first content) would be able to rank.
Much like with every update, SEO professionals like you and I need to revisit our strategies to stay ahead of the game. In this article, I will show you some tactics I use to write content for people first, while maintaining good SEO practices.
What We Know About Google’s Helpful Content Update
The Helpful Content Update algorithm update by Google was designed to improve user experience by putting high-quality content written for people higher up in the SERPs.
Here’s how Google put it in their own words:
“The system generates a site-wide signal that we consider among many other signals for ranking web pages. Our systems automatically identify content that seems to have little value, low-added value or is otherwise not particularly helpful to those doing searches.
Any content—not just unhelpful content—on sites determined to have relatively high amounts of unhelpful content overall is less likely to perform well in Search, assuming there is other content elsewhere from the web that’s better to display. For this reason, removing unhelpful content could help the rankings of your other content.”
While this update was first announced back in September 2022, it has now progressed into a global update, impacting all languages. Google also announced that the system will continue to publish new signals over the coming months, helping their site identify more content created primarily for search engines versus people.
What does this mean for your website? Well, there are a lot of changes that others have documented in the last few months, which I summarize for you here:
- Purely AI-generated content is considered spam, and Google will be using its machine learning algorithm to detect it.
- Content made for clicks (i.e., ad monetization) won’t work anymore.
- There may be no manual penalties, but sites have experienced losing organic visibility.
- It seems to affect the overall site performance, rather than hitting specific pages—and Google won’t be telling you which pieces of your content it has deemed as not useful.
Google’s Danny Sullivan also talked about this update possibly working in connection with future updates:
So, like Hummingbird, this update may become fundamental to ranking algorithms—which means that its exact effects could be only observed over the next few years.
Even so, it already puts a stronger emphasis on your content. Writing with a “search engine first” approach should no longer be your angle.
After all, Google is, primarily, a space for users to learn. So, it makes sense that they’re making no room for unhelpful content.
While this update will undoubtedly be more damaging for poor-quality sites, it also presents an opportunity for well-maintained sites to take a second look at their content strategy.
How to Optimize Your Content—and Make it More “Helpful”
With this update, we have to start thinking about our content holistically, rather than just trying to gain as many clicks as possible (or maybe even a featured snippet).
To achieve this, you have two main action points to consider: improving your intent and processes, and providing high-quality content.
Let’s go over some tips I’ve come up with in the last two months to better tackle these points (and enhance your writing):
Review Your Intent and Your Audience
Before you even start on your next blog post, you need to know who your audience is.
Ask yourself, who are you writing for? What are their needs, and why are they asking these questions? What do they need help with?
These questions will help you tailor your content to help your target audience. Otherwise, it’s likely that whatever you write won’t be considered helpful by Google—and you won’t be able to reap the benefits from your work.
If you’re having trouble understanding who your audience is, then take a look at your Google Analytics data, under your demographic details report. This is the best place to gain some insight into who is currently looking at your content, as well as other things they might be interested in.
So, beyond inserting your keyword into your blog post, consider factoring both your intended audience and relevant adjacent content.
Provide Real Expertise, Insights, and Experiences
When it comes to making helpful, valuable content, it’s a big plus if you have some first-hand expertise to add to your writing.
Avoid writing on topics that are trending, but you know nothing about. I also highly recommend against simply regurgitating information you’ve seen in other posts. Instead, your insights and experiences with the topic should be the main focus of your writing.
Not an expert on the particular topic you’re currently drafting? That’s okay—not everyone can be one. You can still produce helpful content by doing your due diligence, diving deep into research, and sharing what you’ve learned.
Remember, readers can see right through you if you’re faking being an expert, so avoid making false claims at all costs.
Use AI Content Strategically
Though this update may be primarily aimed at reducing the amount of AI-generated content out there, that doesn’t mean your tools no longer have a place in your work.
AI tools, such as the increasingly popular ChatGPT or our recently-reviewed Content Marketing Platform from SE Ranking, can still be used to improve your work and productivity. The key is to use them strategically.
Use them to lighten your workload, and avoid depending solely on them. For example, you can use your tools to help you generate better titles or introductions—but always remember to add a human touch to whatever they make. And, make sure that the bulk of the ideas come from you!
Try to Hit Related Queries (Such as the People Also Ask (PAAs))
I mentioned that we have to start approaching our writing holistically, and that means providing as much valuable information to our readers as possible.
Now that being helpful is the name of the game, it’s a great time to take a look at all the related queries users have for your intended topic. Here’s what comes up when I google ‘wedding catering:’
Check the PAAs and related searches that pop up when you type in your keyword. These aren’t just generated questions Google thinks people might ask—they’re actually being searched up by real people! These will provide good subheadings to include in your next blog article.
Ask Yourself: Will Readers Be Satisfied After Reading Your Content?
Things like word count and keyword density are now a thing of the past with this update. The most important thing now is that your audience enjoys what they’re reading, or they learn something of value from your article.
In short, they leave your site feeling satisfied.
So, always gauge your writing by asking this question: will people be satisfied after reading this?
For example, if you’re writing an article on how to properly brew specialty coffee, will the reader come away from your article with more knowledge than before? Will they have all their questions answered? Will they know how to properly brew their new coffee beans?
If the answer is yes, then you’re doing great. But, if you’re unsure—or the answer is a resounding no—you must make some changes.
That said, not every reader that comes across your work will be happy with what you’ve written. It is, after all, impossible to please everyone each time you publish something. However, as long as a majority of your audience is satisfied, then you’re doing something right!
Revisit Your Old Posts
Lastly, because this update affects you sitewide, it’s a good idea to look at your previous work.
If you’re like me, then you’ve been blogging for upwards of a decade—and that might mean some of your posts aren’t as valuable to readers today. The content might be outdated, or not up to snuff with newer guidelines, but either way, this bank of legacy content can bring your traffic down.
So, revisit your work and review its ability to provide your readers with the answers and experience they’re looking for. Take the time to check if you need to make some additions to make it useful once again, or redirect them to newer content. I highly recommend prioritizing evergreen content, which is something I covered in my Blog Writing 101 guide.
This is especially important if you’re in any industry that moves fast (think fashion or tech). Content here usually goes from helpful to obsolete in a matter of months!
Key Takeaway
Google has always favored people-first content, and this recent update is just the latest in many of their attempts to make sure the right content gets to their users.
The Helpful Content Update will continue to release tweaks to their signals over the coming months, so it’s prime time for us SEO specialists to take a second look at our content and writing strategies.
Luckily, this update could be a win for you—just keep these tips in mind, and you’re on the right track to getting the most value from your content efforts.
SEO
Reddit Post Ranks On Google In 5 Minutes
Google’s Danny Sullivan disputed the assertions made in a Reddit discussion that Google is showing a preference for Reddit in the search results. But a Redditor’s example proves that it’s possible for a Reddit post to rank in the top ten of the search results within minutes and to actually improve rankings to position #2 a week later.
Discussion About Google Showing Preference To Reddit
A Redditor (gronetwork) complained that Google is sending so many visitors to Reddit that the server is struggling with the load and shared an example that proved that it can only take minutes for a Reddit post to rank in the top ten.
That post was part of a 79 post Reddit thread where many in the r/SEO subreddit were complaining about Google allegedly giving too much preference to Reddit over legit sites.
The person who did the test (gronetwork) wrote:
“…The website is already cracking (server down, double posts, comments not showing) because there are too many visitors.
…It only takes few minutes (you can test it) for a post on Reddit to appear in the top ten results of Google with keywords related to the post’s title… (while I have to wait months for an article on my site to be referenced). Do the math, the whole world is going to spam here. The loop is completed.”
Reddit Post Ranked Within Minutes
Another Redditor asked if they had tested if it takes “a few minutes” to rank in the top ten and gronetwork answered that they had tested it with a post titled, Google SGE Review.
gronetwork posted:
“Yes, I have created for example a post named “Google SGE Review” previously. After less than 5 minutes it was ranked 8th for Google SGE Review (no quotes). Just after Washingtonpost.com, 6 authoritative SEO websites and Google.com’s overview page for SGE (Search Generative Experience). It is ranked third for SGE Review.”
It’s true, not only does that specific post (Google SGE Review) rank in the top 10, the post started out in position 8 and it actually improved ranking, currently listed beneath the number one result for the search query “SGE Review”.
Screenshot Of Reddit Post That Ranked Within Minutes
Anecdotes Versus Anecdotes
Okay, the above is just one anecdote. But it’s a heck of an anecdote because it proves that it’s possible for a Reddit post to rank within minutes and get stuck in the top of the search results over other possibly more authoritative websites.
hankschrader79 shared that Reddit posts outrank Toyota Tacoma forums for a phrase related to mods for that truck.
Google’s Danny Sullivan responded to that post and the entire discussion to dispute that Reddit is not always prioritized over other forums.
Danny wrote:
“Reddit is not always prioritized over other forums. [super vhs to mac adapter] I did this week, it goes Apple Support Community, MacRumors Forum and further down, there’s Reddit. I also did [kumo cloud not working setup 5ghz] recently (it’s a nightmare) and it was the Netgear community, the SmartThings Community, GreenBuildingAdvisor before Reddit. Related to that was [disable 5g airport] which has Apple Support Community above Reddit. [how to open an 8 track tape] — really, it was the YouTube videos that helped me most, but it’s the Tapeheads community that comes before Reddit.
In your example for [toyota tacoma], I don’t even get Reddit in the top results. I get Toyota, Car & Driver, Wikipedia, Toyota again, three YouTube videos from different creators (not Toyota), Edmunds, a Top Stories unit. No Reddit, which doesn’t really support the notion of always wanting to drive traffic just to Reddit.
If I guess at the more specific query you might have done, maybe [overland mods for toyota tacoma], I get a YouTube video first, then Reddit, then Tacoma World at third — not near the bottom. So yes, Reddit is higher for that query — but it’s not first. It’s also not always first. And sometimes, it’s not even showing at all.”
hankschrader79 conceded that they were generalizing when they wrote that Google always prioritized Reddit. But they also insisted that that didn’t diminish what they said is a fact that Google’s “prioritization” forum content has benefitted Reddit more than actual forums.
Why Is The Reddit Post Ranked So High?
It’s possible that Google “tested” that Reddit post in position 8 within minutes and that user interaction signals indicated to Google’s algorithms that users prefer to see that Reddit post. If that’s the case then it’s not a matter of Google showing preference to Reddit post but rather it’s users that are showing the preference and the algorithm is responding to those preferences.
Nevertheless, an argument can be made that user preferences for Reddit can be a manifestation of Familiarity Bias. Familiarity Bias is when people show a preference for things that are familiar to them. If a person is familiar with a brand because of all the advertising they were exposed to then they may show a bias for the brand products over unfamiliar brands.
Users who are familiar with Reddit may choose Reddit because they don’t know the other sites in the search results or because they have a bias that Google ranks spammy and optimized websites and feel safer reading Reddit.
Google may be picking up on those user interaction signals that indicate a preference and satisfaction with the Reddit results but those results may simply be biases and not an indication that Reddit is trustworthy and authoritative.
Is Reddit Benefiting From A Self-Reinforcing Feedback Loop?
It may very well be that Google’s decision to prioritize user generated content may have started a self-reinforcing pattern that draws users in to Reddit through the search results and because the answers seem plausible those users start to prefer Reddit results. When they’re exposed to more Reddit posts their familiarity bias kicks in and they start to show a preference for Reddit. So what could be happening is that the users and Google’s algorithm are creating a self-reinforcing feedback loop.
Is it possible that Google’s decision to show more user generated content has kicked off a cycle where more users are exposed to Reddit which then feeds back into Google’s algorithm which in turn increases Reddit visibility, regardless of lack of expertise and authoritativeness?
Featured Image by Shutterstock/Kues
SEO
WordPress Releases A Performance Plugin For “Near-Instant Load Times”
WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.
Speculative Loading
Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.
What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.
Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:
“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).
There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).
The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.
The official WordPress announcement explains it like this:
Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”
The official WordPress page about this new functionality describes it:
“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.
This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”
The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:
“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).
The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”
See also: Are Websites Getting Faster? New Data Reveals Mixed Results
Performance Lab Plugin
The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.
The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:
Settings > Reading > Speculative Loading
Browser Compatibility
The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.
Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.
Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.
How Analytics Handles Prerendering
A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.
Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:
“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”
Possible Conflict With Ad Blocker Extensions
There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.
A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.
Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team
Read the announcement at WordPress
Speculative Loading in WordPress
See also: WordPress, Wix & Squarespace Show Best CWV Rate Of Improvement
SEO
10 Paid Search & PPC Planning Best Practices
Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.
Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.
Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.
As you review, you’ll find new strategies and features to incorporate into your paid search program, too.
Here are 10 PPC best practices to help you adjust and plan for the months ahead.
1. Goals
When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.
Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.
You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.
2. Budget Review & Optimization
Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.
To best utilize budgets, consider the following:
- Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
- Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
- Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
- If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
- For the overall paid search and paid social budget, can your company invest more in the positive campaign results?
3. Consider New Ad Platforms
If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.
Go beyond your comfort zone in Google, Microsoft, and Meta Ads.
Here are a few other advertising platforms to consider testing:
- LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
- TikTok: Younger Gen Z audience (16 to 24), video.
- Pinterest: Products, services, and consumer goods with a female-focused target.
- Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.
Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.
4. Top Topics in Google Ads & Microsoft Ads
Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.
Don’t overlook newer targeting and campaign types you may not have tried yet.
- Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
- Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
- Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.
While exploring new features, check out some hidden PPC features you probably don’t know about.
5. Revisit Keywords
The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.
For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.
A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.
Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.
Critical to your strategy:
- Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
- Brush up on how keywords work in each platform because the differences really matter!
- Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.
6. Revisit Your Audiences
Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.
Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.
Remember, an audience is simply a list of users who are grouped together by interests or behavior online.
Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.
Here are a few opportunities to explore and test:
- LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
- Detailed Demographics: Marital status, parental status, home ownership, education, household income.
- In-market and custom intent: Searches and online behavior signaling buying cues.
- Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.
Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.
7. Organize Data Sources
You will likely be running campaigns on different platforms with combinations of search, display, video, etc.
Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?
Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.
8. Reevaluate How You Report
Have you been using the same performance report for years?
It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.
There are two great resources to kick off this exercise:
Your objectives in reevaluating the reporting are:
- Are we still using this data? Is it still relevant?
- Is the data we are viewing actionable?
- What new metrics should we consider adding we haven’t thought about?
- How often do we need to see this data?
- Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?
Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.
9. Consider Using Scripts
The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.
Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.
Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.
Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.
10. Seek Collaboration
Another effective planning tactic is to seek out friendly resources and second opinions.
Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.
You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.
Preparing For Paid Media Success
Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.
Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.
Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.
More resources:
Featured Image: Vanatchanan/Shutterstock
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