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Writing Helpful Content: A Response to Google’s September 2023 Update

Wilson Tiong

In the ever-evolving realm of search engine optimization (SEO), keeping up with the updates is paramount to success. In September 2023, Google rolled out its “Helpful Content Update”, which had a huge impact in ranking when it started to roll out. This update underscores Google’s unyielding commitment to enhancing user experience by prioritizing valuable, informative, and user-centric content.

In this article, we’ll unravel the concept of “helpful content” and discuss the strategies you need to adopt to not only adapt but thrive in this update.

Understanding Google’s September 2023 Helpful Content Update

Understanding Helpful Content Update

Google’s September 2023 update isn’t just another algorithm tweak; it’s a strategic shift towards rewarding websites that prioritize helpful content. To grasp the implications of this update, it’s crucial to understand its core objectives:

User-Centric Approach

Google’s primary aim is to ensure that users find the most relevant and helpful content when conducting searches. This means that your SEO strategy must pivot towards delivering content that truly serves your audience’s needs.

Quality Over Quantity

The update places a premium on quality content over sheer quantity. Gone are the days when stuffing keywords into your articles could lead to higher rankings. Google’s algorithms have become smarter, focusing on content depth, relevance, and usefulness.

User Intent and Satisfaction

Google aims to discern user intent more accurately and reward websites that fulfill it effectively. This requires a deep understanding of your target audience’s pain points, desires, and questions.

The Impact on SEO

The Impact on SEO

Now that we’ve established the update’s objectives, let’s explore how it impacts the current SEO approach.

Rankings Realignment

The Helpful Content Update has led to significant shifts in search engine rankings. Websites that once thrived with shallow, keyword-stuffed content are now struggling, while those offering comprehensive and insightful information are climbing the ranks.

Content Audits Are Essential

In light of this update, conducting regular content audits is crucial. Assess the quality, relevance, and helpfulness of your existing content. Identify gaps and opportunities for improvement.

E-A-T Matters More Than Ever

Google’s emphasis on expertise, authority, and trustworthiness (E-A-T) has amplified. Building your website’s E-A-T is no longer optional; it’s a necessity for SEO success.

Long-Term Sustainability

This update encourages a long-term approach to SEO. Quick fixes and shortcuts may yield short-lived results, but a sustainable strategy focused on providing value to users will stand the test of time.

Writing Strategies for Helpful Content

Writing Strategies for Helpful Content

Now that you understand the impact of the update, let’s explore strategies for crafting helpful content:

Keyword Research

Start with comprehensive keyword research. Understand what questions and topics your audience is searching for. Use keyword tools to identify relevant phrases.

Content Depth

Create in-depth, authoritative content that thoroughly covers the chosen topic. This demonstrates expertise and helps users find all the information they need in one place.

Clear and Concise Writing

Write clearly and concisely. Avoid jargon and overly complex language. Make your content accessible to a wide audience.

User-Centric Approach

Always put the user first. Address their questions and concerns. Think about what would truly help them, whether it’s a step-by-step guide, a how-to video, or a comprehensive article.

Multimedia Integration

Utilize multimedia elements like images, videos, infographics, and charts to enhance the user experience. Visual aids can often explain complex concepts more effectively.



The Helpful Content Update isn’t just a passing algorithm tweak—it’s a reflection of Google’s unwavering dedication to users. It emphasizes the importance of crafting content that genuinely serves and enlightens, a principle that resonates with SEO professionals, content creators, and businesses alike.

SEO success isn’t solely about optimizing for search engines; it’s about optimizing for users. Your audience’s needs, questions, and aspirations must be at the forefront of your content strategy. This means conducting thorough keyword research, creating comprehensive and informative content, and embracing a user-centric approach.

The update’s impact on rankings underscores the value of quality over quantity. Shallow, keyword-stuffed content is no longer the path to SEO success. Instead, the focus has shifted to content depth, relevance, and usefulness—qualities that resonate with users and search engines alike.

The journey to SEO excellence in the era of Google’s September 2023 Helpful Content Update begins with a commitment to helpfulness. Are you ready to embark on this journey, steering your website toward higher rankings and greater user engagement? The road may be long, but here in ADEL SEO, we are willing to help you every step of the way.