Creating content just to rank in SERPs will disappear forever.
In August, Google changed the rules of the game. It rolled out the Helpful Content Update, an algorithm change that values original, in-depth content over recycled content.
With this new landscape, webmasters have had to focus on creating human-first experiences, with helpful articles featuring authentic experiences. This initial launch was focused on English-language sites as a pilot, but will now be available in all languages.
So, in the first week of December, Google launched the Useful Content Update worldwide. To do this, it will use a special system to classify content written by humans for humans.
The new useful content system explained
What's the difference between the Google update released in qatar whatsapp data August and the one announced in December? Well, the latter has two main focuses: improving the system and working in multiple languages.
Remember that every search engine works with an algorithm behind the scenes. The technology helps identify the type of content and then rank it.
In Google’s case, the new helpful content update will boost sites that deliver unique value. The more effort you put into differentiating yourself from other content creators, the better.
These new changes may take approximately two weeks, so you will likely see some changes in your organic traffic.
Is Google really focused on helping its users?
In Google's history, we know that it cares about user intent or need, or so it says.
However, we can see some contradictions with certain research. For example, according to a survey by SEMRush, most people have to rewrite their search to find the correct answer. Therefore, not everyone is satisfied with the SERP results.
On the other hand, we have to understand that the useful content update is very new. In the coming months we will probably see more improvements.
How can websites be affected?
Any update will always affect website metrics. In the case of the Rock Content Blog, we had a drop in August and September after the first useful content update of this semester. So, something similar could probably happen in the last weeks of December.
Some major news sites also saw interesting traffic movements. For example, The New York Times regained visibility during both updates, but then lost significant visibility, only to regain it again. In this particular case, the August update had a negative impact on content companies, while the September update had a positive effect.
During the last week of December, you will probably see some changes in your traffic, but if your focus is already on delivering personalized content, you will most likely recover your web visits in the first weeks of January.
The practices you will never see again
There are still some doubts about what the system will be like and how Google's technology will classify content.
There are some not-so-good practices that will disappear forever.
“Mixed” articles
A common mistake when trying to rank in SERPs is to “mix” all the content that is in the top positions with other content. Basically, it is rewriting what is being said without adding anything new.
We understand that checking what is already working is good for your strategy, but if you try to be different, add another perspective and share your own experience, the user (and now Google itself!) will thank you for it.
And as a reward, you will get a higher rank.