Helpful Content – it’s more than just part of Google’s algorithm

Updates to Google algorithms can help to shift the visibility of a website and there’s been some anecdotal evidence that smaller companies are at last getting a boost in search positioning. One reason for this is Google trying to combat the low-quality content, often AI generated, which is cluttering up search results. (They are not – I assume – concerned about their own AI-generated overviews, which is a conversation for another time).

Google’s algorithm is a list of the rules that are used for ranking websites in the search results which assist users in finding the most relevant, best quality content for any given search. However, these are not static rules. They are frequently changed in order to adapt to user behaviours and new technologies.

Here at Ditto Digital we always recommend and implement high-quality content strategies that are people-focused – the notion that content as part of an SEO strategy is some sort of “SEO optimised content” is long past it’s sell-by date. Our people-focused content aims to be helpful content that demonstrates experience and expertise in order to build credibility and trust. But let’s take a look at exactly what “helpful content” means.

Google’s ongoing efforts to reward helpful content

When Google incorporated it’s Helpful Content System into it’s core algorithm in 2024 this was part of their ongoing effort to continually improve user experience. They strive to continually find new ways to reward content that is relevant, high quality and trustworthy. It is directly addressing the wave of AI-created content that has really been hitting search engines.

The widely accessible generative AI tools have resulted in an influx of the type of content that lacks the accuracy and depth of that written by real people. While Google has made it clear that there is no ban on content generated by AI, it does reward and value true quality from experienced writers over anything else. A good reason to make your content stand out from the AI generated crowd.

Quality content and user experience

Prioritised content and its quality have been increasingly important to Google, as has the user experience. The most recent updates have focused on the page experience and also the helpfulness of the content in Google’s move towards metrics that are more user-centric.

Learning about Google’s algorithm updates can be very insightful and can assist you in aligning your business’s content strategy. If you want to ensure that your business website is found by the intended audience, then it is essential to create content that is highly relevant and that serves the user’s intent. Only when you achieve this will your site become and remain a valuable resource for potential customers.

The problem of low-quality content

The problem that occurs when websites use AI content is not the actual use of AI but rather the quality of the content that it creates. This creates a poor user experience and what Google refers to as scaled content abuse:

“Scaled content abuse is when many pages are generated for the primary purpose of manipulating search rankings and not helping users. This abusive practice is typically focused on creating large amounts of unoriginal content that provides little to no value to users, no matter how it’s created.”

Quality and relevance of content

Google highlights the need for high quality content but does not specifically penalise the use of content that has been created using AI. It aims to make sure that all content meets the same standards as that written by human writers. What this means is that content that is AI-generated needs to be accurate, engaging and informative; it should also offer unique insights or perspectives that are of benefit to the user.

This situation is, in fact, very interesting for content creators and should be used as a call to action in order to raise all content standards. It is in some ways a vital reminder to publish unique content that will really enrich the online experience of your visitors. Consider the update as a chance to review the strategies you use for your own content use. This doesn’t mean that you cannot embrace the potential of AI, but if you do so you should also make sure that you are prioritising the authenticity and quality that only a human can add.

Perform a quick content review

It is always a good time to carefully analyse the metrics of your website to understand how they directly impact your bottom line. Here are 3 quick checks to get you started:

1. Monitor traffic and rankings – if your traffic has dropped or your rankings have declined, this may seem alarming. However, use Google Analytics to monitor patterns and look for changes that coincide with updates from Google.
2. Analyse different traffic sources – it is important to differentiate between organic search, referral and direct traffic. Changes only to organic search traffic can indicate an impact from a Google algorithm change (although it could also be the result of increased competitor activity).
3. Use Google Search Console – this will help you to understand your site’s performance in Google search, and check for notifications and warnings that may indicate any issues Google has found with your site.

The good news

The good news for those businesses who have long focused on high-quality, people-focused content is the better visibility they are experiencing within Google search. If your business has experienced a ranking decline – and resulting drop in web visits – then it’s a good idea to review your content strategy and look for ways to enhance existing content to ensure it is genuinely informative, insightful, helpful content. Your customers will thank you for it.