The "Helpful Content Update" aims to prioritize content that provides clear and valuable solutions to users while reducing fluff and excessive promotional language, ultimately enhancing the user experience on websites.
SEO professionals need to educate their colleagues and stakeholders about what constitutes "helpful" content, as Google's guidelines may not be read by most people.
Utilize tools like Mouseflow and Hotjar to demonstrate the impact of content changes on revenue and user experience to non-SEO teams
SEO professionals should work with branding teams to find a balance between brand messaging and SEO-friendly content while assigning pages meant to rank and pages not meant to rank.
Address challenges from sales and ad teams by prioritizing providing answers to users before sales pitches and showcasing the value of the "Helpful Content Update."
Understand that Google evaluates the entire website as a whole, not just individual pages, as part of the "Helpful Content Update."
Differentiate between content intended for customers and corporate announcements, ensuring that content remains helpful and relevant to the target audience.
Test the effectiveness of content by comparing SEO and non-SEO versions to see which is more helpful, topical, and likely to lead users to a solution.