In recent weeks Google has begun to rollout its latest search algorithm update, aptly named, the helpful content update, which Google is implementing to target web content that has been written primarily with a search-engine first approach.

The genesis for this update is the feedback that Google has been receiving through the feedback link in Google Search, on the wider internet, and from social media users.

People have become increasingly unhappy with the quality of their search results, an attitude that may well affect how SEO’s think about writing SEO content.

The main type of content that this update will impact is SEO content that has been written with the main objective of appearing high in a search result query, and not content that has been written primarily with the end user in mind.

It seems increasingly likely that some writers, depending on the subject of their content, will have to change their SEO strategy to counteract the effect of this search update.

The key things that SEOs need to know about the update are as follows:

• Impact: It currently only impacts Google search queries; however this may be expanded to discover in the future

• Targets: Content written to perform well in search

• Extent: It will affect the entire site, meaning if your site is full of search optimised content all pages must be rewritten

• Automation: It is a machine learning update, with content being regularly assessed and assigned a score, followed by a potentially lengthy validation period

• Recovery: Since this update includes a validation period, it may take months for your content to be assigned an improved rank once it’s been updated

The key takeaway from this update for SEOs is the fact that the algorithm operates on a sitewide level. With Google stating that sites will perform worse in search if they contain content which, on aggregate, is determined to be unhelpful to any individuals who may interact with it.

If your site is flagged by this update, Google has provided some guidelines to ensure that your updated content will be successful. They offered the following advice:

• First: Be mindful of Google’s core updates and product review guideline

• Second: Implement a key focus for your overall site

• Third: Ensure that the reader will glean some help or understanding from your content

• Fourth: Include evidence of expertise or depth of knowledge in the subject that your content is about

• Finally: Make sure anyone interacting with your content is satisfied by the experience

As straightforward as this may seem, the next few months will certainly be an interesting time as SEOs begin to learn what is likely to be flagged and how best to adapt their strategies to continue to rank well.

SEOs might have to get on top of any potentially flaggable content before it is flagged as this will offer content makers the best opportunity to reorient their search priority and ensure that their SEO strategy is compliant with Google’s helpful content update.