Google has announced that it will launch a new algorithm update called the helpful content update over the next few weeks. It seeks to elevate content written for people while devaluing content written primarily for SEO. Unlike the recent product review update, which targeted specific types of pages, the helpful content update is sitewide. That means it has the potential to affect all pages.
The useful content update also introduces a new signal that Google will use to rank web pages. Although Google is providing advance notice of these algorithm changes, a week isn’t much time to prepare. However, one could argue that all websites should be designed for humans in the first place. According to the company’s tests, the update will improve the results users find when searching for content such as online educational materials, arts and entertainment, shopping, and tech-related content.
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“If you search for information about a new movie, you may have previously encountered articles that aggregated reviews from other sites without adding perspectives beyond what’s available elsewhere on the web,” the company explained. “This isn’t very useful if you’re expecting to read something new.” With this update, you’ll see more results with unique information, increasing your chances of reading something you haven’t seen before.”
The new updates should help to reduce the number of low-quality results from websites that have learned to game the system by optimizing their content to rank high in search results. According to Google, users should begin to see more useful content and rank higher in search results.
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The introduction of the new features coincides with Google’s recent admission that TikTok is diminishing its Search product. Prabhakar Raghavan, senior vice president of Google’s Knowledge & Information organization, recently stated that younger users frequently use apps like Instagram and TikTok for discovery rather than Google Search or Maps. For example, Raghavan claims that nearly 40% of young people prefer TikTok or Instagram to Google Maps or Search when looking for a place to eat.
TikTok appears to be ready to capitalize on this, as it is testing a new feature that improves the popular short-form video app’s search feature, so it makes sense for Google to work toward improving its search engine. With these upcoming ranking improvements, Google is likely looking to regain user trust in delivering relevant and high-quality results.