Navigating Google’s “Helpful Content System” Update  

Google recently announced that they will be updating their “Helpful Content System.” This element of their algorithm was designed to enhance the quality of search results by prioritizing content created to genuinely assist and inform users, rather than content primarily crafted for ranking well in search engines. 

What is Google’s Helpful Content System? 

The Helpful Content System is a section of Google’s Algorithm that was created to ensure that users find information that genuinely serves their needs and provides valuable insights. 

The goal of this initiative is to discourage “search engine-first content” or “SEO content,” which is created primarily to meet requirements for things like “keyword frequency,” “content depth,” and “exact match usage.” Focusing on these metrics to earn premier placement in search results pages usually results in content that lacks substance and is ultimately not helpful or valuable. 

Instead, the Helpful Content System update promotes the idea that content should educate users, address their questions, and provide an enjoyable experience that is conducive to advancing the user’s search journey. It rewards embracing the idea that content should support users throughout their research process, recognizing that individuals often go through distinct phases when seeking information, particularly in the pharmaceutical industry, where reliable information is crucial for health-related choices. 

Changes to Be Aware of With This Update 

As part of this update, Google made some changes that could lend some insight into how their systems will evaluate website content. Those updates include: 

• Google will evaluate site helpfulness based on content across subdomains, not just the root domain. Low-quality content on subdomains can impact overall site rankings. 
• Google is shifting focus from “written by an expert” to “written or reviewed by an expert.” Expert-level content is key, regardless of the author’s expertise. The expertise of the content itself is what matters most to Google, not just the expertise of the author. By expanding their criteria to include content that is reviewed by experts, Google is acknowledging that expert-level content can come from authors who are not necessarily subject matter experts themselves, if the information is verified by those who have the relevant expertise. The key priority for Google is ensuring the content meets a high bar for accuracy and depth of knowledge, regardless of who the original author is. 
• Google is changing “content written by people” to “content created for people.” With this, high-quality AI-generated content may be treated similarly to human-written content. This subtle change suggests Google is open to high-quality content generated with the help of AI tools, as long as the focus remains on creating useful content for users. 
• Google wants fresh, regularly updated content with clear dates. This may help sites rank better. 
• The core focus should remain on creating genuinely helpful, high-value content for users. Optimizing just for algorithms is less important. 

What to Do If You Are Impacted by This Update 

Since Google’s latest algorithm update rewards sites with a better user experience, you should prioritize improving the user experience on your site as part of your recovery strategy.  

Key indicators to watch out for when determining if your site has been negatively impacted by an algorithm update may include: 

• A sudden drop in organic traffic to one or all landing pages 
• A sudden drop in keyword rankings 

If you are impacted by this (or any algorithm update), the CMI SEO team has compiled a brief list of focus areas to address, including: 

• Create high-quality, expert content that satisfies user intent. 
• Improve site structure and navigation. 
• Add engaging elements like videos and FAQs. 
• Fix over-optimization and duplicate content issues. 
• Minimize disruptive ads. 
• Remove low-value, auto-generated, or recycled content. 
• Delete instead of hiding low-quality pages. 

What can your CMI SEO Team do to help you maximize the benefits that can be obtained by this update? 

Our team of specialists can help you ensure that your content is valuable to your audience, addresses their issues/concerns, and encourages their learning and research. We specialize in performing: 

1. Content Audits: A thorough audit of your website’s content. Identify pages that may be considered low-quality or overly focused on SEO. Update or remove such content to align with Google’s “helpful content” criteria. 

2. Creating Content Strategies: Performing research that identifies your audience’s needs and developing a content strategy for your future efforts that revolves around providing valuable insights, answering common questions, and addressing the informational needs. We mirror our content strategies to your audience’s search journey so you can be confident that a connection will occur, and your audience will be supported. 

3. E-A-T Enhancement: Strengthening the expertise, authoritativeness, and trustworthiness of your pharmaceutical website through customized tactics that help you reinforce your digital presence and establish your brand as a trusted source in the organic search space. 

4. User Experience (UX) Audit: Ensure that your website offers an excellent user experience. Optimize page speed, mobile responsiveness, and site navigation to enhance user satisfaction. 

5. Monitoring and Adaptation: Keep a close eye on your website’s performance in Google search results. Be prepared for fluctuations and continuously adapt your content and SEO strategies to meet the evolving criteria for helpful content. 

Reasons, Not Rankings 

It’s important to understand that good SEO is more than just establishing rankings. It’s about acting as a catalyst for your audience and equipping them with the information they need to make the right decisions. Smart brands focus on user needs and interests throughout their healthcare journey and create content that helps their audience learn more about what they offer. The goals you set for your digital assets should always be to inform, not just to take up space in the digital world. The core of your strategy should be to put the user first and provide them with quality information that makes it easier for them to make important choices that drive improved outcomes. 

Evolution in the Search Space 

Google’s “helpful content update” marks a significant shift in the search engine’s approach to the valuation of content. As AI becomes more influential in the search space, Google will be better equipped to understand the intentions of content and decipher relevance for every search input. This means that your marketing efforts should no longer be centralized on just getting your brand on the board. For pharmaceutical digital marketers, prioritizing high-quality, user-centric content and optimizing for E-A-T will be essential to maintain and improve visibility in search results. By aligning your digital strategy with these principles and focusing on supporting your audience through every phase of their research journey, you can position your pharmaceutical website for long-term success in the ever-evolving landscape of organic search.