Google’s Latest Algorithm Changes – A Closer Look
Google, in its unwavering pursuit of refining search quality, has rolled out the September 2023 Helpful Content Update. This update carries two pivotal modifications aimed at reshaping the way websites are ranked. In this article, we delve into the intricacies of these algorithmic adjustments, elucidating their implications for online content creators and webmasters.
Embracing AI-Generated Content
One of the most notable shifts with this update is Google’s newfound leniency towards AI-generated content. In the past, the search giant placed a premium on human-generated content when determining search rankings. However, the September 2023 update signals a shift in perspective.
Previously, Google’s guidance read: “Google Search’s helpful content system generates a signal used by our automated ranking systems to better ensure people see original, helpful content written by people, for people, in search results.”
Now, the guidance has evolved to: “Google Search’s helpful content system generates a signal used by our automated ranking systems to better ensure people see original, helpful content created for people in search results.”
This adjustment underscores Google’s evolving stance on AI content, aligning it more cohesively with other guidance pertaining to AI-generated material.
The Subdomain Dilemma
Another pivotal change in Google’s September update pertains to third-party content hosted on subdomains or primary domains. Many websites have traditionally hosted third-party content, often on subdomains, in an attempt to bolster their ranking potential. For instance, news websites might host third-party credit card affiliate content on a subdomain, seeking to harness the main site’s ranking authority.
However, the September 2023 Helpful Content update introduces a potential pitfall for websites adopting such practices. Google now advises:
“If you host third-party content on your main site or in your subdomains, understand that such content may be included in site-wide signals we generate, such as the helpfulness of content. For this reason, if that content is largely independent of the main site’s purpose or produced without close supervision or the involvement of the primary site, we recommend that it should be blocked from being indexed by Google.”
This warning carries substantial weight and serves as a cautionary note for publishers. It underscores the importance of ensuring that third-party content aligns with the primary site’s purpose and is produced under close supervision.
Helpful Content Self-Assessment
Google’s September update also brings changes to the Helpful Content Self-Assessment guidance. When creating content, it’s imperative to assess its quality and relevance. The updated self-assessment guidance introduces the following key points:
- Expertise Matters: Content should be written or reviewed by an expert or enthusiast who possesses demonstrable knowledge of the topic.
- Faking Freshness: Manipulating content by altering publication dates to create an illusion of freshness is discouraged.
- Genuine Freshness: Adding or removing content solely for the purpose of enhancing search rankings, without adding genuine value, is futile.
Insights from Gary Illyes
Gary Illyes, a prominent figure at Google, shared insights related to the September 2023 Helpful Content Update. He shed light on the prevalence of micro-sites, which some website owners utilize for third-party content hosting. Gary stated:
“We’ve heard (and also noticed) that some sites ‘rent out’ their subdomains or sometimes even subdirectories to third-parties, typically without any oversight over the content that’s hosted on those new, generally low quality micro-sites that have nothing to do with the parent site. In fact, the micro-sites are rarely ever linked from the parent sites, which don’t actually want to endorse these often questionable sites. The only reason the owners of these shady (?) micro-sites rent the sub-spaces is to manipulate search results.”
Gary’s insights highlight the practice of creating micro-sites for dubious purposes and manipulating search results, a behavior Google aims to curb with this update.
Understanding Sitewide Signals
A pertinent question arose in a LinkedIn thread regarding sitewide signals. Specifically, it was asked whether these signals apply uniformly across all subdomains. Gary Illyes clarified that different signals have varying scopes, stating:
“Some signals are url level, others pattern, others host, others domain. So… yeah…”
This clarification underscores the complexity of Google’s ranking algorithms and the need for webmasters to be cognizant of signal variations.
Recovering from a Helpful Content Update
Lastly, Google provides guidance on how to recover from the impact of a Helpful Content Update. If your site experiences a decline in traffic following such an update, Google recommends identifying unhelpful content and either removing it or replacing it with more valuable material.
The September 2023 Helpful Content Update by Google introduces significant shifts in its approach to ranking websites. Embracing AI-generated content and reevaluating the hosting of third-party content on subdomains are central themes of this update. Content creators and webmasters should take heed of these changes, adapt their strategies accordingly, and prioritize the creation of high-quality, helpful content to thrive in the ever-evolving landscape of online search.