Navigating the Impacts of Google’s “Helpful Content” Update on SEO Strategy

As we anticipate the upcoming Google “Helpful Content” update, it’s crucial to assess how this change may reshape our SEO strategies. This update prompts us to examine both the tactics that could become less effective and those that may emerge as winners in the evolving landscape.

Strategies at Risk

1. Parasite SEO (High Risk)

Parasite SEO has long been a contentious issue for Google, as many affiliate SEOs leverage high-authority media sites to gain quick rankings, often with content that falls short of quality standards. A pertinent quote from the release notes states:

“Does your site have a primary purpose or focus?”

Given that news platforms frequently lack singular focus and often dilute their content with sponsored posts, it is likely that these tactics could face increased scrutiny. Furthermore, multiple references in the notes emphasize the need for “first-hand expertise,” suggesting that much of the parasite content may not pass the helpfulness test. Despite this shift, it’s essential to note that sponsored content can still provide genuine value; not all such content is inherently unhelpful.

2. AI-Generated Content (Medium Risk)

The rise of AI in content creation is another area to watch closely. A concerned observation from the release notes includes:

“Are you using extensive automation to produce content on many topics?”

The clarity of this statement is striking. However, identifying AI-generated content poses a significant challenge, especially when it’s used to supplement traditional writing. A common workflow involves creating an extensive outline, filling in the gaps with AI, and finally refining the output through human editing. This blended approach complicates detection efforts.

3. Tool-Optimized Content (Low Risk)

Optimizing content using tools like Surfer or POP has gained a reputation for being too focused on search engines, but this perception may be misplaced. The release notes suggest:

“Is the content primarily to attract people from search engines, rather than made for humans?”

While some may interpret this as a mandate against SEO optimization, the reality is that research-driven content is often more aligned with user needs. Searching for relevant keywords and addressing essential sub-questions is a fundamental aspect of content creation that these tools facilitate—enhancing rather than hindering the helpfulness of content.

Strategies Poised for Success

1. Topical Authority (High Potential)

A significant takeaway from the update is the encouragement to