A Helpful Guide To Google’s Helpful Content Algorithm Update

In a nutshell, Google’s algorithm update will reward websites that produce genuinely helpful, high-quality content and (though they didn’t outright say it) penalise websites that dish up poor quality (usually regurgitated) content that’s written mainly for search engines.

Why writing SEO-first content doesn’t work

So, why is writing with an SEO-first mindset a poor marketing strategy? Let’s use one of my favourite anecdotal topics: dessert.

Okay, so you’re peering into the window of an artisan bakery to choose your treat.

You spot what appears to be “the perfect” brownie. It looks fudgy and decadent and has that beautifully glossy crinkly top that screams, “eat me!”

So you buy it while trying to contain your drool. But then, when you bite into it, to your HORROR, it’s dry, barely even tastes like chocolate, and makes you want to cry.

It looked amazing. It tasted “meh”.

That’s what SEO-first copy does to your audience. It’s disappointing, difficult to digest, and lacks “flavour”.

Your audience clicks on the title of your blog or website page in Google’s search results, thinking they’ll get the exact information they’re looking for and a rich content experience.

Instead, what they find is half-hearted, robot-y content that:

• Isn’t what your meta description “sold” them

• Doesn’t answer their question/ satisfy them

• Reads awkwardly or is too long/ too boring

• Wastes their time & forces them to search again

Why writing human-first content is the way to go

Human-first content is better than writing primarily for search engines because writing this way gives your website and blog copywriting real substance. Human-first content is written well and written for your reader, not just to look good for Google’s “shop window.”

Google recognises that writing human-first is better because it:

• Is written directly for the reader

• Delivers better, more fully formed answers

• Rewards expert over “rehashed” content

• Gives users a different, original perspective

And now, they’re giving it more precedence than ever before. Obviously, optimising your content for SEO best practices is essential. Still, Google is saying that it’s not THE most important thing, and content written just to “outsmart” their algorithm isn’t going to fly much longer.

Ask yourself these questions to ensure content is human-first

Google published a list of questions to help creators determine whether their content was human-first or not. Here they are (edited):

• Will your audience find this content useful?

• Do you show off your own unique expertise?

• Does your website have a specific niche?

• Will your content help someone accomplish their goal?

• Will your content make someone leave feeling satisfied?

• Are you writing with our best practices in mind?

• Are you writing content to attract users on search engines or writing for them?

• Do you write content on many topics hoping they’ll rank well?

• Do you use a lot of AI copywriting or automation?

• Do you primarily regurgitate what others say without adding a unique perspective?

• Are you writing content on trending topics just because they’re trending?

• Will your audience need to search again for better information?

• Are you writing unnecessary stuff to hit a higher word count?

• Are you writing on a niche subject to get search traffic and not because you’re an expert?

• Are you trying to answer an unanswerable question – like a release date for a movie that hasn’t been verified?

Psst: If you’re not sick of my cake analogies yet (and if not, HOW?), then head over to my other ludicrously cakey blog, “How to bake a content cake: our recipe for delicious copywriting that converts.”