The September 2023 Google Helpful Content Update, which began rolling out around 4:20 p.m. ET on September 15, is now underway.
While it’s expected to roll out gradually over the next two weeks, many are curious about the specifics of this update.
Fortunately, Google has provided some hints within its revised search documentation regarding the alterations made to the Google helpful content system.
Key Takeaways on the September 2023 Update:
- Google’s Helpful Content Update has recently relaxed its guidelines pertaining to AI-generated content. Meanwhile, the Helpful Content System is taking a stricter stance against third-party content, whether hosted on subdomains or the primary domain of a website.
- Additionally, there are now warnings in place for any attempts to fabricate page updates and freshness.
- Gary Illyes from Google has shared valuable insights into how the Helpful Content System evaluates sitewide signals, shedding light on its inner workings.
- Furthermore, there is newly issued guidance on the steps one can take to recover from the impact of a Helpful Content Google Algorithm Update
Google Relaxes Guidelines for AI-Generated Content
Google’s previous advice regarding machine-generated content stressed the preference for content produced by humans within the Helpful Content system.
However, this aspect of the guidance has been omitted, indicating a shift in Google’s perspective toward AI-generated content to bring it into alignment with other seemingly conflicting guidelines pertaining to such content.
The before and after screenshots of Google’s Helpful Content Update as referenced from Search Engine Land:
The new revised guidance now states:
“Google Search’s helpful content system generates a signal utilized by our automated ranking systems to enhance the visibility of original and valuable content created for users in search results.”
Enhanced Classifier in Google’s Latest Update
Upon unveiling this update, Google highlighted the presence of an “enhanced classifier” within its helpful content system. Google explicitly stated, “The September 2023 helpful content update is now being rolled out, featuring an upgraded classifier.”
The precise nature of these improvements remains somewhat elusive, yet Google did provide additional clues.
Changes to Third-Party Content
Google recently updated its help documentation regarding the Helpful Content Update, with a specific focus on the issue of hosting third-party content.
The revised guidance underscores that third-party content hosted either on a website’s primary domain or within its subdomains can impact broader site-level signals, including assessments of content helpfulness.
To address this, Google recommends taking precautions to prevent the indexing of content that significantly deviates from the main site’s purpose or is produced without direct oversight or involvement from the primary site.
While this guidance may seem novel, it’s important to acknowledge that Google has evolved its position on hosting third-party content over time.
In 2019, Google responded to inquiries about the practice of hosting third-party content on external websites. In a series of tweets, Google clarified,
“We’ve been asked whether third parties can host content in subdomains or subfolders of another domain. This is not against our guidelines. However, as this practice has become more prevalent, our systems have been enhanced to better identify when such content is distinct from the main site and to treat it accordingly”.
Generally, it is recommended to not allow others to use subdomains or subfolders to present content as if it were part of the main site unless there is close supervision or involvement from the primary site.
Their advice is that for optimal success in Search, provide value-added content that originates from your own efforts and aligns with your unique brand.” This position underscores Google’s ongoing commitment to maintaining the quality and relevance of search results.
Modifying Publication Dates of Content
A persistent annoyance for me involves websites altering the publication dates of their news articles, or, in even more frustrating cases, omitting date information altogether. Google has incorporated a statement in their guidelines, specifically within the “avoid creating search engine-driven content” section, which goes like this: “Are you modifying page dates to create the illusion of freshness, even when the content remains substantially unchanged?”
This practice is commonplace, where websites introduce minor revisions to dated content, refresh the publication date, and subsequently republish it. This tactic, often perceived as an SEO manoeuvre, is now closely monitored by Google.
Incorporating Content for Search Engine Optimization
Following the recent CNet controversy a few months back, Google introduced an additional clause in that section, stating, “Are you substantially increasing new content or extensively removing older content with the primary aim of potentially boosting your overall search rankings, under the misguided notion that it will render your website appear more ‘up-to-date’?” (Spoiler alert: It won’t.)
It is vital to exercise prudence when deliberating on what content to include or eliminate and to reflect upon the underlying reasons driving these decisions.
Garry Illyes take on the September 2023 Update
Gary Illyes, Analyst at Google Search Team posted on LinkedIn about the Helpful Content Update September 2023:
Gary Illyes shares insights on the significance of what he referred to as micro-sites, clarifying that numerous individuals had reported these websites for what they believed to be inappropriate rankings.
Steps to Recover from the Helpful Content Update if you are Hit
According to the latest guidance on Helpful Content Update Google, it is advised that If you’ve observed a shift in your website’s traffic that you suspect may be connected to this system, particularly following a publicly-announced ranking update, they recommend conducting a self-assessment of your content. Identify and rectify or remove any content that appears unhelpful.
The Google help page guides on crafting helpful, trustworthy, and user-centric content includes a set of questions that can assist you in self-assessing your content for optimal success with the Helpful Content System.
The Google Search Central page talks about how to create helpful, reliable, people-first content
Alterations in Google Search Rankings
If you observe significant alterations in your Google search rankings and visibility in the next couple of weeks after the Google Helpful Content Update, it’s highly probable that these changes are a result of this update.
They recommend following Google’s guidance, implementing the required adjustments, and anticipating potential improvements in your rankings and visibility over the coming months.
They hope that you will experience a positive trend in your Google Search performance following this update.
If you’re creating valuable content, you don’t need to take any action. In fact, this system can benefit your website, as it’s designed to reward valuable content.
However, if you’ve observed a change in your website’s traffic that you suspect might be linked to this system, especially after a publicly announced ranking update, it’s advisable to conduct a self-assessment of your content.
You should identify and rectify or remove any content that appears to lack value.
Our help page on crafting valuable, trustworthy, audience-centric content provides a set of questions to help you assess your content and succeed with the valuable content system.