Google recently introduced its late-fall 2023 algorithm update, causing a significant buzz within the SEO community. While we’ve witnessed updates earlier this year, this one stands out due to its potential impact on site-wide organic traffic. Let’s delve into the details.

The Update

Google’s latest move highlights the importance of crafting content for human audiences rather than solely catering to search engine algorithms. They’ve overhauled their Helpful Content System to prioritize user-friendly content. While robots have been a hot topic in the marketing community, it’s time to set robot interests aside and refocus on delivering what our audience—real people—truly desire.

What You Need To Know

Google’s Helpful Content System plays a crucial role in evaluating the overall quality of website content, instead of solely focusing on keyword-based landing pages or blog posts. Here are some key takeaways to guide your Q4 and 2024 ongoing SEO strategy:

  • Machine-Generated Content: Google’s stance on AI-generated content has evolved. They now encourage content that aligns with other high-quality material. This implies that they have relaxed their policies regarding AI usage in writing. However, it’s essential to ensure that the content maintains your brand’s tone, mission statement, and resonates with your audience.
  • Third-Party Content: Hosting third-party content on your site’s primary domain or subdomain may not be as favorable after this update. Google advises caution, particularly if the content doesn’t align with your site’s primary purpose or lacks oversight. While we still recommend linking to relevant news articles related to your company or audience, exercise caution with excessive external apps and sites.
  • Dealing with Traffic Drops: If your website experiences a decline in traffic post-update, Google provides guidance on managing the situation. This includes prioritizing content review, avoiding unnecessary updates, and refraining from making changes solely to appear fresh in search results.

Our Approach

Rather than obsessing over adapting to each update, consider conducting a comprehensive content audit. It offers an opportunity to refine and optimize your existing content. As marketers, our ultimate objective should always be to serve our audience. Google’s update serves as a reminder that prioritizing user needs is crucial for long-term success.

In conclusion, the latest update underscores the significance of creating content that resonates with your target audience and prioritizes intention over algorithms. By doing so, you can align with Google’s evolving criteria while maintaining a strong SEO presence and keeping your audience engaged and impressed.