Google Search updates, helpful content, and recovery: a guide for marketers

On April 29, 2024, a conversation on Twitter between SEO professional Thomas Jepsen and Google's John Mueller, a Search Relations team lead, shed light on website recovery following Google's recent Helpful Content Update (HCU).

The question of recovery time

Jepsen queried whether Google's stance of websites recovering after addressing SEO issues still held true after the HCU. Mueller confirmed this to be generally the case, but emphasized the potential for extended reassessment timelines – sometimes months. He cautioned that significant ranking improvements might require a subsequent core update cycle.

Core updates vs. specific fixes

Mueller clarified the distinction between core updates and targeted fixes. Core updates, implemented periodically by Google, encompass a broad range of algorithmic changes that can impact website rankings. In contrast, specific fixes address isolated technical SEO issues.

The impact of HCU on a website's ranking might not be immediately reversed, even if content quality is improved. This is because core updates often involve adjustments to ranking thresholds, which necessitate a separate update cycle to recalculate rankings.

Understanding Helpful Content

The concept of "helpful content" goes beyond basic SEO best practices. Google's aim is to elevate content that is demonstrably valuable, trustworthy, and addresses users' specific needs. This necessitates a holistic approach to content creation, focusing on user intent, expertise, and content that resonates with the target audience.

Recovering from an HCU Impact

Recovering from an HCU-related ranking decline requires a comprehensive strategy that goes beyond simply fixing technical SEO issues. Marketers should focus on:

• Content Audit: Conduct a thorough review of website content to identify areas that may not be meeting user needs or lack EAT (Expertise, Authoritativeness, and Trustworthiness).
• Content Improvement: Refine existing content or create new content that aligns with Google's guidelines for helpful content. This might involve incorporating user feedback, addressing knowledge gaps, or improving content structure and clarity.
• Long-Term Commitment: Building a website with consistently high-quality, helpful content is an ongoing process, not a one-time fix. A commitment to continuous improvement is essential for long-term SEO success.

While recovering from an HCU impact is a significant concern for some marketers, the focus should ultimately shift towards building a sustainable SEO strategy. By prioritizing user-centric content creation and ongoing website optimization, marketers can position their websites for long-term success within the ever-evolving search landscape.

Google maintains its stance that websites can recover from SEO issues, but recovery timelines for HCU can be lengthy.

Core updates involve broad algorithmic changes, while specific fixes address technical SEO issues.

"Helpful content" goes beyond basic SEO best practices and emphasizes user value, trustworthiness, and expertise.

Recovery from HCU requires a focus on content quality improvement and a commitment to long-term SEO strategy.