Webmasters hit hard by the September 2023 helpful content update (now part of core updates) can breathe a sigh of relief. Google’s John Mueller reiterated that recovery and even growth are achievable, but it requires significant effort over time.
Key Takeaways:
- Recovery is Possible: Websites impacted by the September update or recent core updates can recover their rankings, but it’s a long-term strategy.
- Focus on Long-Term Value: Don’t expect a quick fix. Google emphasizes creating genuinely helpful content that aligns with user needs and evolves with the web.
- Quality Over Quantity: Adding more content isn’t the answer. Focus on providing in-depth, informative content that solves user problems.
- A Changing Landscape: The web is constantly evolving. Focus on creating content that remains relevant and valuable in the long run.
Time, Effort, and a Strategic Approach are Key
Mueller acknowledges the frustration of webmasters expecting a swift bounce back. He clarifies that Google’s systems take time to fully register website improvements. Recovery requires a deep analysis of your content strategy and significant work to implement changes that align with Google’s evolving standards and user expectations.
Mueller wrote on X:
I realize this is from the title of Barry’s post, but to be clear, it’s not that “helpful content update” “recoveries” take longer than other updates. It’s just that some kinds of changes take a long time to build up, and that applies to all kinds of systems & updates in Google & in any other larger computer system. Saying that this is specific to the helpful content system, or to core updates would be wrong & misleading.
There is, however, the additional aspect of the “core update” being about how our systems assess content overall, how we consider it to be helpful, reliable, relevant to users’ queries. This does not map back to a single change that you can make on a website, so – in my experience – it’s not something that a website can just tweak overnight and be done with it. It can require deep analysis to understand how to make a website relevant in a modern world, and significant work to implement those changes — assuming that it’s something that aligns with what the website even wants. These are not “recoveries” in the sense that someone fixes a technical issue and they’re back on track – they are essentially changes in a business’s priorities (and, a business might choose not to do that).
Making a site more helpful (assuming that’s what you’re aiming for) doesn’t mean you have to add more content. There’s a lot that goes into making a helpful site – content is one part, and more content is not necessarily more helpful. Think about how you use the web.
Yes, sites can grow again after being affected by the "HCU" (well, core update now). This isn't permanent. It can take a lot of work, time, and perhaps update cycles, and/but a different - updated - site will be different in search too.
— John 🧀 ... 🧀 (@JohnMu) May 6, 2024
The Bottom Line:
While the September update may have dealt a blow, it’s not a death sentence. By focusing on creating high-quality content that genuinely helps users, webmasters can not only recover but thrive in the ever-changing search landscape.
