The most recent Helpful Content Update (HCU) culminated with the Google March core update, completed on April 19, 2024. This update integrated the helpful content system into the core algorithm, prioritizing content of exceptional value to humans over machines. The focus is on topic authority, where creators need to demonstrate expertise, authoritativeness, and trustworthiness (E-A-T) on a webpage to assist users. Google’s Search Liaison, Danny Sullivan, confirmed that HCU operates on a page level.
The SEO industry felt the significant impact of the update, with search rankings fluctuating and even reversing course during the rollout. Google released the March 2024 spam update, which further impacted search results. Frustrations arose as Google released AI search results that included dangerous and incorrect health-related information, leading to continued SERP volatility.
Background:
In December 2023, data scientists at WLDM and ClickStream analyzed 12,300 keywords. In April 2024, the study expanded to 428,436 keywords and 8,460 search results. The study focused on on-page ranking factors, with a primary metric being comprehensive content coverage. The study also examined the impact of health-sensitive topics versus non-health pages, particularly the Your Money or Your Life (YMYL) pages.
Detailed Findings and Actionable Insights:
The study revealed the importance of topic authority and semantic SEO in achieving high rankings. Ensuring comprehensive content coverage, particularly related to the main topic and subtopics, is crucial. Health-related content requires meeting high standards of E-A-T, collaborating with experts, citing reputable sources, and updating content regularly. Website speed and user experience are also vital for SEO, with a focus on improving time to first byte and minimizing page size.
Challenges and Considerations:
Google faced scrutiny over AI search results providing incorrect and dangerous health information, leading to a double standard in search rankings. Potential over-optimization concerns include topic stuffing and meeting Google’s standards for content creation. Future research is needed to delve deeper into the impact of semantic SEO and user intent on rankings.
Recommendations Based on Findings:
Enhance topic coverage, meet higher E-A-T standards for health content, and improve website speed and user experience. Research related topics, create detailed content outlines, use topic clusters, understand user intent, and update content regularly to enhance rankings.
Future Research:
Further studies are required to explore semantic SEO and user intent impact on rankings. This includes examining entity and topic coverage site-wide and analyzing site architecture across multiple websites for best practices that Google rewards.
In conclusion, the study highlights the importance of providing valuable content, meeting high E-A-T standards for health-related topics, and focusing on website speed and user experience for SEO success in the evolving digital landscape.
Article Source
https://www.searchenginejournal.com/search-results-analyzed-how-google-evaluates-content/518998/