In the ever-changing world of SEO, understanding Google’s updates is key. The Google September 2023 Helpful Content Update has brought some big changes. If you’re a website owner or content creator, it’s essential to grasp these updates and how they relate to expertise, authoritativeness, and trustworthiness (E-A-T). These factors not only help your site rank well on Google but also establish it as a reliable source. Let’s break down these updates and see how you can adapt with E-A-T in mind.
Embracing AI-Generated Content
A Shift in Prioritizing Content
Traditionally, Google favored content created by humans over content generated by AI. But now, Google sees the value in both. They want both human and AI-created content to meet E-A-T standards.
Third-Party Content on Your Site
How It Impacts You
Some websites include content from third parties. Google now says this third-party content can affect your site’s overall ranking, especially in terms of how helpful it is. So, it’s crucial to maintain E-A-T. Google advises you to prevent this content from showing up in search results if it doesn’t match your site’s main purpose or isn’t carefully supervised.
Creating Quality Content
Expertise and Freshness Matter
Google’s updated guidelines stress E-A-T in content creation. They recommend having experts write or review content to ensure it’s accurate and trustworthy. Also, Google warns against changing publication dates just to seem up-to-date when the content hasn’t really changed. And, they don’t like it when content is added or removed solely for ranking manipulation.
Dealing with Micro-Sites
What You Should Know
Gary Illyes, a well-known SEO expert, has talked about micro-sites. These are small sections of a website often leased to others who put unrelated, low-quality content there. Illyes points out that these micro-sites rarely get the website’s approval and might be used to trick search engines. This highlights the importance of E-A-T throughout your site.
The Complexity of SEO Signals
Understanding How Signals Work
There’s been a debate about how different signals affect websites. Gary Illyes clarifies that not all signals are equal. Some apply to specific pages, some follow patterns, some depend on where your site is hosted, and others apply to your whole website. This complexity means you need to think about E-A-T at all these levels.
Bouncing Back After an Update
Recovering Your Site’s Ranking
Google also offers advice on how to recover if your site gets hit by the Helpful Content Update. They suggest finding and fixing unhelpful content, either by removing it or replacing it with better stuff. You can use Google’s self-assessment questions to see how well your content lines up with the Helpful Content System, which helps you bounce back and improve your ranking while building trustworthiness.
In conclusion, the Google September 2023 Helpful Content Update marks a new era in SEO where expertise, authority, and trustworthiness matter greatly. To succeed in this evolving landscape, website owners and content creators must not only adapt but also focus on E-A-T. By understanding and applying the strategies in this article, you can ensure that your website not only maintains its place in Google’s search results but also becomes a trusted and authoritative source in your field. Stay informed, stay relevant, and master the art of SEO with E-A-T as your guiding star. Your website’s success hinges on it.
