Adapting to Google’s Helpful Content Update: What Small Sites Need to Know

Is Google’s HCU Really Helpful?

We are all aware of Google’s “Helpful Content Update,” but is it really Google’s genuine intention? Let’s explore the real truth.

Reality for Small Sites:

Google’s recent updates seem to suggest that small sites should move away from SEO. But why?

It’s not that Google dislikes SEO; the real reason is that when small sites excel at SEO, they become a threat to larger brands. If you’re a big brand, the risk is much lower for you.

Many small sites that follow Google’s rules have suddenly lost their visitors. Why? Their success affects the profits of large companies. This is because big companies start spending less on Google ads and focus more on SEO.

What’s Google’s solution here? Reducing the size of the web, saving on crawling costs, and forcing large brands to spend more on ads.

Safety for Big Companies:

When large companies see their traffic drop, they don’t just sit back—they quickly ramp up their PPC campaigns. Google knows this and leverages it to their advantage. Google manually decides when to hit major publications (like TechRadar, Forbes, NYTimes, etc.) (in my opinion).

This method not only increases PPC prices but also creates a pathway to gather more dollars from a smaller pool of advertisers. Fewer sites = more competition and higher bids in PPC. Clear or problematic?

Master Plan:

Google hasn’t stopped here. They have subtly indicated that these updates are for the “greater good.” By naming it the “Helpful Content Update,” they launched a strategy that helps take down sites that don’t reach a certain “authority” level.

Why now?

• The number of new internet users has significantly dropped.
• Smaller users are using TikTok as a search engine.
• Tools like ChatGPT are gaining popularity.
  

Maybe the future demands that Google act quickly to increase its revenue and pull as much as it can from search engines. They are certainly working to ensure their dominance in the future.

What Does This Mean for the Future?

Google has always been forward-thinking. Now, they are preparing for even bigger changes. They might not just remain a search engine but transform into a “Task Completion Engine.”

A tool that not only finds information but also completes tasks. This is not just speculation; it is based on years of technological forecasts.

But for now, we are seeing a company that is not only improving search results but also making strategic changes that force us to spend more to achieve the same results.

In the future, AI will dominate everything, so Google is laying the groundwork. As publishers, we should also prepare for the future. How? I’m not sure. However, if we work as a community, improving the future might be possible.

SEO tips for small sites?

Here are some practical SEO tips tailored for small sites to help boost their visibility and performance:

1. Focus on High-Quality Content

• Create Value: Write content that answers questions, solves problems, or provides unique insights related to your niche.
• Be Comprehensive: Cover topics thoroughly to increase the chance of ranking for related search queries.

2. Optimize for Relevant Keywords

• Research Keywords: Use tools like Google Keyword Planner or Ubersuggest to find relevant keywords with manageable competition.
• Use Long-Tail Keywords: Target specific phrases that are less competitive but highly relevant to your audience.

3. Improve On-Page SEO

• Title Tags & Meta Descriptions: Craft unique, compelling title tags and meta descriptions that include your primary keywords.
• Header Tags: Use header tags (H1, H2, H3) to structure your content and include keywords where appropriate.
• Alt Text for Images: Describe images using relevant keywords to improve accessibility and indexability.

4. Enhance Site Speed and Mobile Experience

• Optimize Load Times: Compress images, leverage browser caching, and minimize JavaScript/CSS to improve page load times.
• Mobile-Friendly Design: Ensure your site is responsive and provides a good user experience on mobile devices.

5. Build Quality Backlinks

• Guest Posting: Write guest posts for reputable blogs in your niche to earn backlinks.
• Local Directories: List your site in local business directories and niche-specific directories.
• Engage with Communities: Participate in forums, social media groups, or online communities related to your industry.

6. Leverage Local SEO

• Google My Business: Create and optimize your Google My Business profile to enhance local visibility.
• Local Keywords: Include location-based keywords in your content and meta tags.
• Local Reviews: Encourage satisfied customers to leave reviews on Google and other review platforms.

7. Monitor and Analyze Performance

• Use Analytics Tools: Implement Google Analytics and Google Search Console to track traffic, user behavior, and site performance.
• Adjust Based on Data: Regularly review performance data and adjust your SEO strategy based on what is working and what isn’t.

8. Improve User Experience (UX)

• Easy Navigation: Ensure your site is easy to navigate with a clear menu structure and internal linking.
• Engaging Design: Create a visually appealing design that keeps users engaged and reduces bounce rates.

9. Use Schema Markup

• Structured Data: Implement schema markup to help search engines understand your content and potentially enhance search result listings.

10. Stay Updated with SEO Trends

• Follow Industry News: Keep up with SEO trends and algorithm updates to adapt your strategy as needed.
• Continuous Learning: Take advantage of free SEO courses and webinars to improve your knowledge and skills.

By focusing on these strategies, small sites can improve their search engine rankings, attract more visitors, and compete effectively even in a crowded market.

How to counter HCU?

To counter the impacts of Google’s Helpful Content Update (HCU), which aims to prioritize content created for people over content created solely for search engine optimization, small sites can adopt several strategies:

1. Prioritize User Experience

• Create Authentic Content: Focus on producing content that genuinely helps your audience. Address real questions and problems that users face.
• Engage and Interact: Encourage user interaction through comments, forums, or social media. Engage with your audience to build trust and gather feedback.

2. Demonstrate Expertise and Authority

• Showcase Expertise: Share insights and information that reflect your knowledge and authority in your niche. Highlight your credentials, experiences, and qualifications.
• Use Authoritative Sources: Reference credible sources and provide detailed, well-researched content to bolster your authority.

3. Optimize for User Intent

• Understand User Needs: Research what your audience is searching for and tailor your content to meet those needs.
• Match Content to Queries: Align your content with the specific intent behind users’ search queries, whether they are looking for answers, comparisons, or reviews.

4. Improve Content Quality

• Depth and Detail: Provide comprehensive coverage on topics, including detailed explanations, actionable tips, and in-depth analysis.
• Avoid Thin Content: Ensure that each piece of content provides substantial value and isn’t merely a superficial overview.

5. Enhance Site Navigation and Structure

• Organize Content: Use clear and logical site navigation to make it easy for users to find related content and explore your site.
• Improve Internal Linking: Create a robust internal linking structure to help users discover more content and enhance site authority.

6. Implement User Feedback and Testing

• Solicit Feedback: Regularly seek feedback from users about the usefulness and relevance of your content.
• A/B Testing: Test different content formats and structures to determine what resonates best with your audience.

7. Utilize Multimedia Effectively

• Incorporate Visuals: Use images, videos, infographics, and other multimedia elements to make your content more engaging and informative.
• Optimize Media: Ensure that all multimedia elements are optimized for performance and accessibility.

8. Address Technical SEO Aspects

• Optimize Site Speed: Improve loading times by optimizing images, reducing server response times, and minimizing code.
• Ensure Mobile Friendliness: Make sure your site is fully responsive and provides a good experience on mobile devices.

9. Focus on Content Freshness

• Update Regularly: Keep your content up-to-date with the latest information and trends.
• Repurpose Content: Refresh older content and repurpose it into different formats or angles to keep it relevant.

10. Build a Strong Online Presence

• Promote Content: Share your content through social media, email newsletters, and other channels to increase visibility and engagement.
• Network and Collaborate: Partner with other experts and influencers in your industry to expand your reach and build credibility.

By focusing on creating high-quality, user-focused content and optimizing your site for user experience, you can better align with Google’s HCU and improve your chances of maintaining or enhancing your search engine rankings.