Google's core algorithm updates can send shockwaves through search engine rankings, leaving SEOs scrambling to understand what changed. Among these updates, the Helpful Content Update (HCU) stands out for its emphasis on "people-first" content.
However, since its integration into the core algorithm in March 2024, isolating its effects has become a complex puzzle.
This article explores strategies to help you separate the impact of HCU signals from other factors during a core algorithm update.
What is the Helpful Content Update (HCU)?
The HCU was introduced in 2022 with a mission: to prioritize original, helpful content written for people rather than search engines. As Google explained:
"Announced in 2022 as the ‘Helpful Content Update,’ this was a system designed to better ensure people see original, helpful content written by people, for people, in search results, rather than content made primarily to gain search engine traffic."
In March 2024, the HCU evolved, becoming part of Google's continuously running core algorithm. No longer a standalone system, its signals now work alongside thousands of others to influence rankings. This integration means the HCU no longer impacts rankings in isolation, making its effects harder to identify.
Why is it difficult to isolate HCU effects?
The black-box nature of Google’s algorithms
Google’s ranking systems are often described as a "black box." This means:
- Inputs and outputs are visible: SEOs can see the content they produce (input) and its rankings (output).
- Processes are hidden: The mechanisms determining rankings are invisible and involve thousands of factors.
This complexity makes it nearly impossible to trace ranking fluctuations back to a single cause. As the HCU is now part of the core algorithm, isolating its signals is even more challenging.
Continuous operation of HCU signals
Previously, the HCU functioned as a discrete system, and its updates were announced separately. Now, its signals run continuously within the core algorithm. Unless Google explicitly states that an update involves “people-first” content signals, the HCU’s influence remains indistinct.
Steps to separate HCU effects from core updates
1. Monitor Google’s announcements
Start with Google’s official update announcements, as they often provide hints about what might have changed. For instance:
- Pay attention to mentions of "people-first" content signals: Updates focusing on these areas may signal adjustments to HCU-related factors.
- Check for other areas of focus: Updates mentioning spam-fighting or technical improvements could indicate unrelated issues.
Google’s Search Central Blog and Twitter/X posts are excellent resources for staying informed. Don’t just skim these updates—analyze the wording and intent behind them.
2. Review Google’s documentation on helpful content
Google has provided comprehensive guidelines to help creators understand what constitutes "helpful" content. Dive deep into the following areas:
- Content quality: Ensure your content directly addresses user needs with depth and clarity. Generic or shallow content is unlikely to perform well.
- Expertise and trustworthiness: Showcase credentials or collaborate with experts to bolster your content’s authority.
- Page experience: Prioritize seamless navigation, fast load times, and mobile responsiveness to meet technical expectations.
Use Google’s questions about "people-first" content as a checklist when evaluating your pages.
3. Analyze performance changes
Identify patterns in your site’s traffic and rankings during and after an update:
- Which pages are affected? Focus on individual pages rather than your entire site.
- What types of queries are impacted? Changes in rankings for informational, transactional, or navigational queries can reveal underlying issues.
- Is there a time lag? Core updates often roll out over weeks, so continue monitoring performance post-update.
Combine analytics tools like Google Search Console with user feedback to get a holistic view of performance trends.
4. Conduct content audits
A thorough audit can uncover hidden issues:
- Identify outdated content: Remove or update pages with inaccurate or irrelevant information.
- Spot keyword-stuffed pages: Rewrite content that is overly optimized for search engines rather than users.
- Assess engagement metrics: High bounce rates or low time-on-page stats can indicate that content isn’t resonating with your audience.
Use an audit template or hire a content strategist for a more structured approach.
5. Experiment with controlled updates
Revise a small selection of pages based on HCU principles:
- Improve readability by using shorter paragraphs, subheadings, and bullet points.
- Add unique value through case studies, personal anecdotes, or actionable insights.
Measure changes in performance over three to six months to see if these updates make a difference. Controlled experiments help you identify what works without risking your entire site’s performance.
Common misconceptions about HCU
Let’s bust a few myths and misconceptions about HCU along the way, before we jump into the best practices and recommended strategies.
Believing all ranking drops are due to HCU
This is a frequent misstep, as Google’s algorithm considers thousands of signals. For example:
- A sudden ranking drop may result from link penalties: Unnatural link-building practices can trigger manual actions.
- Technical issues often go unnoticed: Crawling errors, misconfigured robots.txt files, or slow loading times can hurt rankings independently of HCU signals.
A balanced approach involves examining multiple data points before concluding that the HCU is the root cause.
Overlooking the role of technical SEO
The best content can falter if technical SEO issues exist:
- Site speed matters: A slow site frustrates users and can lead to lower rankings.
- Mobile usability is critical: As mobile-first indexing is now the default, a non-responsive design could harm rankings.
SEOs must ensure that their websites meet Google’s technical standards, regardless of content quality.
Assuming keyword research alone drives success
While keyword research remains vital, it should serve user intent. Content that’s overly optimized for keywords often feels robotic, which violates HCU’s emphasis on “people-first” content.
Best practices for mitigating HCU-related issues
1. Create user-focused content
Focus on solving user problems and answering questions clearly and engagingly:
- Understand audience needs: Conduct surveys or analyze search data to uncover common pain points.
- Provide actionable insights: Avoid fluff. Offer steps, tools, or resources that readers can use immediately.
For example, if you’re writing about gardening, go beyond general tips to suggest specific plant varieties suited to different climates.
2. Focus on EEAT principles
Google emphasizes EEAT—experience, expertise, authoritativeness, and trustworthiness—as key content attributes:
- Experience: Share case studies or personal examples to demonstrate hands-on knowledge.
- Expertise: Highlight relevant certifications or partner with industry professionals to create high-quality content.
- Authoritativeness: Back up claims with data, credible sources, or links to authoritative sites.
- Trustworthiness: Avoid sensational headlines or misleading claims, as they erode credibility.
Practical step: Include a detailed author bio on every post to establish expertise and trustworthiness.
3. Maintain technical and page experience standards
Ensure your website delivers a flawless user experience:
- Speed optimization: Compress images, enable browser caching, and use a content delivery network (CDN).
- Mobile-first design: Test your site’s performance on various devices and screen sizes.
- Error-free navigation: Regularly check for broken links, 404 errors, or misdirected pages.
Even minor improvements in these areas can yield noticeable ranking benefits.
4. Diversify content strategies
Don’t rely on a single content type or format:
- Create multimedia content: Incorporate videos, infographics, and podcasts to cater to diverse preferences.
- Target varied intents: Mix informational, transactional, and storytelling content to engage users at different funnel stages.
Diversifying content ensures your site remains relevant and appealing, even as Google’s algorithms evolve.
Final thoughts
The integration of HCU into Google’s core algorithm has blurred the lines between its effects and other ranking factors. While pinpointing its exact impact is challenging, focusing on creating helpful, trustworthy content and maintaining strong technical foundations will keep your site resilient. By combining structured audits, data analysis, and a user-first mindset, you can navigate updates with confidence and improve your overall performance in search rankings.
