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  • Writer's pictureThe Orange Bear

Google's New (Un?)Helpful Content Update

A Google Robot next to a graph

Key Takeaways

  1. Google's Dedication to User Experience: The updates to Google's helpful content system underscore its commitment to ensuring users find valuable, relevant content. The introduction of the "improved classifier" in the September 2023 update is a significant step towards refining this process.

  2. Quality Over Quantity: The helpful content system prioritizes high-quality, user-centric content. Websites with predominantly unhelpful content may see a decline in their search rankings.

  3. Third-Party Content Scrutiny: Google's clarified stance on third-party content emphasizes careful monitoring. Hosted content that doesn't align with the main site's objectives or that lacks proper oversight can negatively affect search rankings.

  4. Embrace Expertise: The update places a renewed emphasis on content that's either written or reviewed by experts. Ensuring that content is either created by or vetted by individuals with genuine expertise can greatly improve its perceived value.

  5. Transparency Matters: Manipulating content dates to give an illusion of freshness is on Google's radar. Authenticity in content dating is essential.

  6. Think Before You Edit: Adding or removing large amounts of content with the sole intent of SEO benefits, without considering user value, can be counterproductive.

  7. AI in Content Creation: Contrary to some beliefs, AI-assisted or even AI-generated content isn't automatically considered unhelpful. However, the emphasis remains on whether the content is valuable to users, regardless of its origin.

  8. Future Focus: Google has hinted at future updates that will enhance its understanding of content from personal or expert perspectives, further emphasizing the importance of unique expertise and experience in content.

Remember, while search engine optimization is essential, the primary focus should always be on providing genuine value to users. Despite what you might see in SERPs. Keeping up with Google's guidelines and understanding the principles behind them will be instrumental in ensuring long-term success in the ever-evolving digital landscape.

Table of Contents

  1. Introduction

    1. Brief overview of Google's helpful content system.

    2. Mention of the September 2023 update and its significance.

  2. Understanding How the Helpful Content System Works

    1. Highlight of the "improved classifier" introduced in the recent update.

    2. Explanation of the site-wide signal and its implications for website rankings.

    3. Insights on hosted third-party content and Google's recent clarification.

  3. Impact on Website Owners and Content Creators

    1. The potential benefits of the system for high-quality content producers.

    2. Recommendations on self-assessment after a helpful content update.

    3. Emphasis on content being "written or reviewed" by experts.

    4. Importance of transparent content dating and stance against date manipulation.

    5. Caution against adding or removing content solely for SEO benefits.

  4. AI and Content Creation

    1. Google's stance on AI-assisted content production.

    2. Clarification on the acceptability of AI-generated content.

  5. Upcoming Changes and Predictions

    1. Insights into Google's future focus on personal or expert-created content.

    2. Improvements in ranking results emphasizing unique expertise and experience.

    3. Distinction between the anticipated changes and the September 2023 update.

  6. Conclusion

    1. Reiteration of the importance of genuine, user-centric, and expert-reviewed content.

    2. Encouragement to stay updated with Google's evolving guidelines.


In today's digital age, where the vast expanse of information is just a click away, it's essential for search engines to prioritize content that is not only relevant but also valuable to users. This is where Google's helpful content system comes into play. Designed to ensure that search results showcase original and helpful content tailored for users, this system is an integral part of Google's commitment to improving the overall user search experience.

As with all things in the tech realm, change is the only constant. September 2023 marked yet another milestone in this journey, with Google unveiling a significant update to its helpful content system. This update, keenly anticipated by content creators, website owners, and SEO professionals alike, promises to bring with it a wave of changes that could reshape the landscape of search results. In the subsequent sections, we'll delve deeper into the intricacies of this update and its potential implications for the digital world.

Understanding How the Helpful Content System Works

Navigating the digital realm of search engines, especially one as influential as Google, requires a grasp of the underlying mechanisms that dictate content rankings. One such crucial component is the 'helpful content system', a sophisticated tool designed to ensure users access top-tier, relevant content.

  • The Improved Classifier: At the heart of the September 2023 update lies the 'improved classifier'. While the specifics of its enhancement remain proprietary to Google, the term 'classifier' in the realm of machine learning typically pertains to algorithms that categorize or "classify" data based on certain criteria. In this context, the classifier would be assessing the quality and relevance of web content. An improved version suggests that Google has made this system more adept at distinguishing genuinely helpful content from the rest, ensuring users are presented with the most relevant search results.

  • Site-wide Signal and Ranking Implications: The helpful content system doesn't just evaluate individual pages in isolation; it generates a site-wide signal. This means that if a significant portion of a website's content is deemed 'unhelpful', it could adversely impact the rankings of even the valuable pages on that site. This holistic approach underscores the importance of consistently producing high-quality content across one's website. It’s not just about having a few star pages; the overall quality of a website's content library matters.

  • Hosted Third-Party Content: One significant clarification in the recent update revolves around hosted third-party content. If a primary website hosts content from third parties on its main domain or subdomains, such content could influence the site-wide helpfulness signal. Google's recent guidance indicates that if such third-party content doesn't align with the main website's purpose or if it's produced without the primary site's close oversight, it's recommended to block it from Google's indexing. This is crucial, especially with the rising trend of websites "renting out" subdomains or subdirectories to third parties. The intent behind this guidance is clear: ensure that all content associated with a domain truly reflects its brand and offers value to users.

As the digital landscape continues to evolve, understanding and adapting to these mechanisms will be crucial for anyone keen on optimizing their online presence.

Impact on Website Owners and Content Creators

The ever-evolving landscape of the internet, marked by regular search algorithm updates, often keeps website owners and content creators on their toes. The recent enhancements to Google's 'helpful content system' offer a fresh set of challenges, but also unprecedented opportunities for those producing high-quality content. Let's unpack the implications and arm content strategists with the insights needed to thrive in this new environment.

Potential Benefits for High-Quality Content Producers

Arguably the most significant boon of Google's improved system is for those who have always prioritized quality, originality, and user-centric content. With the introduction of the 'improved classifier', there is an even greater emphasis on content that offers genuine value to its audience. This means that websites that consistently produce such content may see improved rankings in search results, translating to higher organic traffic, better user engagement, and potentially increased conversions or sales.

Furthermore, with Google's focus on rewarding truly helpful content, the age-old debate of "quality versus quantity" might finally tilt heavily in favor of the former. Content creators can now be reassured that their painstaking efforts in researching, crafting, and refining top-tier articles or multimedia content won't go unnoticed. The intrinsic value of high-quality content becomes even more apparent, potentially leading to more backlinks, shares, and overall better online visibility.

Recommendations on Self-Assessment Post-Update

One of the salient features of the recent update is the call for website owners to self-assess their content. But what does self-assessment entail?

  1. Audit Content for Value: Begin by reviewing the content on your site. Does each piece serve a clear purpose? Does it answer a question, solve a problem, or provide unique insights that aren't easily found elsewhere?

  2. Check for Redundancies: Duplicate or extremely similar content spread across different pages might dilute your site's overall value. Consolidate such content and ensure each page stands out on its own merit.

  3. Engage with User Feedback: User comments, emails, or even social media mentions can provide insights into what your audience finds helpful or lacking in your content.

Post-assessment, if a dip in traffic is observed that correlates with a publicized helpful content update, it's imperative to act. Refine the content that doesn't meet the mark, or consider removing it if it no longer aligns with your site's objectives.

Content: Written or Reviewed by Experts

A noteworthy emphasis in Google's update is on content that has been written or reviewed by experts. This underscores the platform's commitment to accuracy and credibility. Today's users are savvy and discerning. They seek content that's not just engaging, but also trustworthy.

Content creators should consider collaborating with industry experts or professionals. A blog post on health benefits, for instance, carries more weight if reviewed by a medical practitioner. Similarly, a tech article stands out when a seasoned tech expert gives it a nod. These collaborations can be highlighted, offering readers an added layer of trust.

Moreover, for creators who are experts in their domains, showcasing their credentials and experience can further bolster content credibility.

Transparent Content Dating: Honesty is the Best Policy

With the digital realm awash with content, freshness is often a metric that users employ to determine relevance. Recognizing this, Google's recent emphasis against manipulating content dates is significant. Transparently dating content establishes trust. If updates are made to older articles or posts, it's more user-friendly to annotate these changes rather than merely changing the publication date.

The practice of rehashing old content with a new date, without substantial changes, is now squarely on Google's radar. Such tactics not only risk penalization in search rankings but can also erode trust with a site's regular visitors.

Content Additions and Removals: Think Beyond SEO

A recurring theme in the updated system is authenticity. While SEO strategies are invaluable, they should not compromise the core principle of creating for the user. Adding or removing content solely for perceived SEO benefits is a pitfall. Each piece of content should align with the site's overarching mission and cater to its target audience.

For instance, rapidly adding new content to seem 'fresh' or indiscriminately removing older articles without considering their value can be counterproductive. Instead, a more holistic approach that considers both SEO and genuine user value is pivotal.

In conclusion, the recent changes to Google's helpful content system serve as a clarion call for website owners and content creators to elevate their game. The focus is clear: prioritize quality, authenticity, and user-centricity. Those who heed this call stand to benefit immensely, enjoying better search rankings, enhanced user trust, and ultimately, success in their digital endeavors.

AI and Content Creation

In recent years, the intersection of artificial intelligence (AI) and content creation has generated both excitement and apprehension among creators and digital marketers. As AI-driven content generation tools become more sophisticated, questions arise: Will AI-authored content ever match human creativity? How will search engines, especially giants like Google, treat such content?

Google's Stance on AI-Assisted Content Production

The September 2023 update offers clarity on Google's position regarding AI-generated content. Previously, the notion was that content should be "written by people" to be considered truly helpful. However, in the wake of evolving AI capabilities, Google's stance has adapted. The removal of the words "written by people" from their guidelines and replacing it with the broader term “helpful content created for people in search results” signals a significant shift.

This change acknowledges the advancements in AI and its growing role in content creation. It suggests that Google is more interested in the value and relevance of the content, rather than its origin, be it human or machine.

The True Measure: Helpfulness and Authenticity

What does this mean for content creators, especially those leveraging AI tools?

First and foremost, the emphasis is on authenticity and utility. Whether content is produced by humans or with the assistance of AI, the ultimate metric remains its helpfulness to the end-user. If an AI-generated article, for instance, provides accurate, comprehensive, and engaging information on a topic, it stands just as good a chance of being recognized and rewarded by Google's algorithms as content written by a human.

However, it's essential to differentiate between AI-assisted content and AI-generated content. The former involves AI tools aiding human creators, perhaps through research, data analysis, or even suggesting structures. The latter refers to content wholly produced by algorithms. While Google's update suggests an openness to AI's role, content creators should ensure that the final output, whether AI-assisted or AI-generated, aligns with the broader goals of authenticity, accuracy, and user-centricity.

The Role of Human Oversight

Even as AI tools become more advanced, the human touch remains invaluable. For instance, while AI can produce an article based on data inputs, human oversight ensures that the content resonates with the target audience, capturing nuances and emotions that machines might miss.

Additionally, certain topics, especially those that are sensitive or require deep human experiences, might still be best addressed by human creators. In such scenarios, AI can serve as a supplementary tool, enhancing research or optimizing content for SEO, while humans take the lead in crafting the narrative.

The September 2023 Google update embraces the evolving landscape of content creation, acknowledging the role AI plays in it. For content creators and marketers, this isn't an invitation to replace human creativity with machines, but rather an opportunity. It's a chance to harness the best of both worlds, combining AI's efficiency and scalability with human intuition and emotion. By prioritizing the end-user's needs and ensuring content remains helpful and authentic, creators can navigate this new frontier with confidence.

Upcoming Changes and Predictions

Google's consistent drive to refine and optimize its search algorithm is no secret. With each update, there’s always the lingering question: What’s next? Based on recent communications, it's clear that Google intends to continue its evolution, focusing especially on recognizing and rewarding unique expertise in content. Here's what we can anticipate based on the breadcrumbs Google has left for us.

A Deeper Dive into Personal or Expert-Created Content

One of the most intriguing hints dropped by Google is the ambition to foster a system that comprehends content from a "personal or expert point of view" more deeply. This suggests a future where Google's algorithms will not only evaluate the authenticity and quality of the content but also discern the depth of expertise or personal experience behind it.

For content creators, this emphasizes the importance of authenticity. It hints at a future where shallow, generalized content might not fare as well as deeply personal narratives or content crafted from a place of expertise. In a way, Google seems to be nudging the digital world towards valuing depth, expertise, and authenticity more than ever.

Prioritizing Unique Expertise and Experience in Rankings

Hand-in-hand with the previous point, Google has also indicated its intent to prioritize content with "unique expertise and experience" when ranking search results. This could mean a variety of things. For instance, content that is rooted in firsthand experiences, unique research, or showcases a distinct perspective might be given a leg up in search rankings.

This is a boon for subject matter experts, professionals, and anyone with a unique story or perspective. It implies that genuine expertise, which can't be easily replicated or spun from existing content, will hold significant value. This shift might also deter content that's produced for the sake of filling space without providing tangible value to the reader.

Separating the Wheat from the Chaff: The September 2023 Update

While all these tantalizing hints about the future of Google Search are exciting, it's crucial to understand that these proposed changes were not part of the September 2023 update. Google was clear in drawing a line between the recent changes and what’s on the horizon. This distinction is crucial for website owners and content creators as they strategize for the future. It's a reminder to always stay updated with Google's communications, as the landscape is ever-evolving.

Predictions for the Future

Given these insights from Google, we can make a few educated predictions:

  1. The Rise of Expert Content: Websites and platforms that host expert opinions, research, and niche insights might see a favorable surge in their performance.

  2. Personal Narratives Gain Traction: Firsthand experiences, personal stories, and unique perspectives will become valuable assets in the content landscape.

  3. Value Over Volume: Instead of churning out content in bulk, there will be a shift towards producing fewer, but more in-depth and valuable pieces.

The winds of change are blowing in the world of Google Search. For content creators, digital marketers, and website owners, staying ahead of the curve will require not just adaptability but also a genuine commitment to producing content of unparalleled depth and authenticity. While the exact nature of future updates remains shrouded in mystery, the direction is clear: the future belongs to the genuine, the expert, and the unique.


In the ever-evolving digital landscape, one truth remains steadfast: genuine, user-centric, and expert-reviewed content stands at the forefront of creating value for audiences and optimizing search rankings. The recent updates and insights into Google's direction highlight this paradigm with even more emphasis.

As we've delved into the nuances of the September 2023 Google helpful content update and anticipated the future changes, it’s evident that authenticity is not just a buzzword—it's the bedrock of content that truly resonates with users and, consequently, with search algorithms. The era of stuffing content with keywords or manipulating metrics to game the system is waning. Instead, the spotlight is on producing content that provides real value, stems from a place of expertise, and addresses the genuine needs and curiosities of users.

But while focusing on quality is paramount, it's equally crucial to stay agile and informed. Google's guidelines, like the digital world they cater to, are not static. They shift, refine, and evolve in response to user behavior, technological advancements, and the broader digital ecosystem. To truly harness the power of these updates and optimize for search rankings, one must stay attuned to these guidelines, always ready to adapt and refine strategies.

In closing, the path forward for content creators, website owners, and digital marketers is clear. Prioritize authenticity, invest in expertise, and keep a finger on the pulse of Google's guidelines. In doing so, not only will you elevate your content in the eyes of search algorithms, but you'll also build lasting trust and value for your audience—a win on all fronts.


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