![]() ![]() ![]() Instead of SEO results showing content that has been purely designed for ranking well, the update aims to help searchers find high-quality content. The update is aimed at ensuring searchers only see content “by people, for people”, and it signals that the technology is now available for Google to cement its user-centric direction. “Between the two, Google’s Helpful Content Update will have the biggest impact in 2023. This is shown clearly with Google’s Helpful Content Update and Google’s Product Reviews update which were both implemented this year. Now, the industry is moving towards optimising search results to create a good user experience. “In the early days of SEO, experts focussed on the relevancy of results and managed their SEO by look at how well the results page aligns with the searcher’s intent. Joe Comotto, Director of Search Experience, Incubeta: Understanding the guidelines of an update is one thing, but getting to grips with how that fits into the larger search spectrum is much more complex.” Released in August 2022, the helpful content update is still relatively new and therefore I expect more tweaks and a deeper understanding from SEOs on how to shape content. Google is not in the business of releasing updates and never touching them again it is constantly making tweaks. “I foresee Google’s Helpful Content Update and Product Reviews Update having the most impact as we head into 2023. This type of content will play a key role in the conversion process, as well as helping secure links to drive better organic performance overall.” These resources will be a key part of the customer journey for those who are looking for a brand that offers expertise and advice that they can trust. “Finally, non-direct link building – tying into the above point, we’ll see more investment being made into useful guides and resources that sit on site and can attract links naturally. ![]() “More investment will be made into creating guide and advice content that not only can be used to improve rankings and capture search demand, but also be utilised across paid and owned channels too. Brands that have always created useful, engaging content with their target audience in mind will continue to do really well. “‘Helpful content’ will continue to have a big impact as brands will really need to take a ‘human-first’ approach in order to grow organically. Here’s what they had to say:īeth Nunnington, VP of Digital PR and Content at Journey Further: The update goes hand-in-hand with another designed to target spammy content, the Product Reviews Update, which many of our experts also think will be influential in 2023. In Google’s words, the HCU is “part of a broader effort to ensure people see more original, helpful content written by people, for people, in search results”. The HCU initially began rolling out in August and completed its rollout in early September, with another major update making an appearance in the first half of this month. We asked our experts which of Google’s various updates and developments from 2022 they foresee having the greatest impact in 2023, and the answer was unanimous: the Helpful Content Update (HCU), Google’s latest update aimed at rewarding truly valuable, human-created content. We reached out to a number of experts to get their thoughts on how they predict the key events of 2022 will impact 2023, where SEOs should focus their efforts over the coming year, how the tough economic climate is likely to affect SEO (and how businesses should be responding), their most “outside the box” forecast for 2023, and more. EMEA/USA: +44 (0)20 7970 4322 | email: Google announcing multi-modal ‘ multisearch’ to the spam targeting efforts of its Helpful Content and Product Reviews updates, to developments in generative AI that could have disruptive implications for web search, it’s been an interesting year in search and SEO. ![]()
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