The Google Helpful Content Update (HCU), first introduced in 2022, has become a fundamental component of Google’s search ranking system. This update significantly impacts how content is evaluated, pushing businesses to prioritize user-focused, high-quality information over traditional, Search Engine Optimization (SEO)-driven strategies. As HCU has evolved and been integrated into Google’s algorithm core updates in 2024, it’s critical for businesses to understand how to align with these new expectations to improve their search performance and maintain visibility. 

The Impact of HCU 

HCU assesses whether a website’s content is genuinely helpful to users. Sites with thin, unoriginal, or overly SEO-optimized content are penalized, and the site-wide nature of the update means that poor-quality content on any part of the site can negatively affect the whole site’s ranking. However, as the HCU evolved, Google began using a more granular, page-level approach to assess content, providing businesses more flexibility to improve. 

“Do nothing” is not a winning strategy for adaptation to the latest machinations of Google. The recommendations in this article are intended to help you make incremental progress.  

Key Elements for Success Under HCU 

Google’s brand is built on being the go-to source for information about any topic. Satisfaction of curiosity what drives people to Google. Even sponsored content in Google Ads is driven by the underlying value of organic search results that users receive. It makes sense, then, that Google emphasizes “people-first” content in its search rankings. 

“Google’s automated ranking systems are designed to present helpful, reliable information that’s primarily created to benefit people, not to gain search engine rankings, in the top Search results,” is how Google articulates it in its documentation on creating content that meets the people-first criteria. 

1. People-First Content  

Content should provide comprehensive answers to users’ questions, focusing on delivering true value. Businesses must understand user intent—what visitors are searching for—and tailor content to address these needs directly. That means your information must be well-written, descriptive, and free of exaggeration. Think about how you search for yourself and imagine a perfect session that yields everything you sought. Write with the aim for everything you publish will be bookmarked by seriously interested visitors. 

2. Original and Comprehensive Information 

The update penalizes repetitive or rehashed content. Businesses should offer unique insights, add value with original research or in-depth analysis, and avoid duplicating content found elsewhere. This is increasingly difficult with internet content growing at astonishing, sustained annual multiples. In fact, that makes it imperative for you to find a distinctive voice. 

It should be no surprise the Google, a primary player in Artificial Intelligence, does not object to content created with AI. Google rewards high-quality content no matter how it is produced, and actively encourages using AI-generated information. Be sure to humanize the content you generate with AI and use its power to aid—not substitute for—genuine expression of new and useful ideas.  

3. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) 

Google emphasizes these criteria in evaluating content and ranking results. Capitalize on your opportunity to show off what you know about the topic to build credibility and impress visitors with your subject matter expertise. Ensuring that content is authored by recognized experts, backed by authoritative sources, and transparently presented is essential for maintaining high rankings. 

Google’s crawlers and humans are after the same evidence. Feature author biographies showing relevant credentials. Back up claims with citations from reputable sources. Use customer reviews and testimonials. Have clear and complete contact information in your “About Us” section. Remember what you look for to establish the veracity of your own searches and make it easily consumable. 

4. Technical Health of Your Site  

Ensuring a great page experience, fast-loading pages, mobile optimization, and clear navigation structures all contribute to better rankings. Websites with technical issues like broken links or poor performance are more likely to be penalized. Remember that Google tries to satisfy the person searching in every aspect of their quest. You are competing with many other pages that may also have useful information, so don’t hamper visibility of superior content with sub-par performance. 

Practical Actions for Businesses 

Here is a checklist that should be followed consistently in managing your online presence to maximize ranking with HCU: 

Conduct Content Audits 

Regularly assess your website’s content to identify underperforming pages. Remove or improve content that doesn’t meet quality standards or fails to provide user value. Add value frequently, even to pages that already perform well, so you don’t relinquish advantages you have earned. 

Improve User Experience 

Enhance readability and navigation by using structured headings, bullet points, and multimedia elements (e.g., images, infographics). Video content continues it rise in visitor preference and search ranking value. The easier it is for users to find and digest information, the more likely Google will view the content as helpful. 

Emphasize Expertise and Authority 

Highlight author credentials and provide transparent information about who is creating your content. This is especially important for content related to health, finance, or legal matters. Your own experience is again the best guide. Judge with a cold, objective look at whether you would believe the information on your pages and consider it valuable if you were the visitor. 

Monitor Performance During Core Updates 

Since HCU is now updated several times a year as part of core algorithm updates, monitor your website’s performance through tools like Google Search Console and Google Analytics 4 (GA4). Be ready to adjust strategies based on traffic and ranking shifts when updates are rolled out. 

Avoid Keyword Stuffing and Over-Optimization 

Focus on natural, flowing content that serves users rather than packing in keywords to manipulate rankings. Over-optimization can trigger penalties. The right balance is a keyword usage score that matches your most important terms interspersed in readable, easy-to-consume prose and evocative images. 

Check Your Technical SEO 

Some factors in search rankings are structural. That means content has the right organization and tagging to make it simple for both viewers and Google bots to evaluate it and rank it where it belongs. Don’t waste great content by hiding it from Google unintentionally. Remember the importance site performance can have in rankings and user experience, and evaluate your site according to Google Core Web Vitals. 

The Bottom Line 

By focusing on high-quality, user-first content and optimizing the technical and experiential aspects of a website, businesses can improve their standing in search results, aligning with Google’s goal of rewarding helpful, authoritative content.