September 2023 Google Helpful Content Update: Key Insights

The September 2023 Google Helpful Content update began its rollout yesterday at 4:20 PM ET and is expected to take approximately two weeks to complete. As always, the SEO community is buzzing with anticipation about the changes. Luckily, Google has provided some insights through its updated search documentation. Here’s a breakdown of what you need to know.

Enhanced Classifier

One of the most significant changes in this update is the introduction of an “enhanced classifier” for Google’s helpful content system. While details are somewhat limited, Google has indicated that this enhancement aims to improve the detection of content deemed helpful.

Third-Party Content Guidelines

Another important update focuses on third-party content that is hosted on your main site or subdomains. Google has cautioned that such content—particularly if it doesn’t align with your site’s primary focus or is produced with little oversight—can negatively impact your site’s overall helpfulness score. To mitigate this, Google advises blocking unrelated third-party content from being indexed, which is a reiteration of previous guidance from 2019. However, this update has been refined in response to the growing trend of low-quality content being hosted on rented subdomains or subfolders for search manipulation. Gary Illyes from Google’s Search team explained that this change addresses the rise of sites leasing their subdomains for low-quality content that often lacks links from the main site.

AI-Generated Content Updates

Google has also made subtle adjustments to its guidelines regarding AI-generated content. They have removed the phrase “written by people,” now stating that content should be “helpful content created for people in search results.” This change indicates Google’s neutral stance on AI-generated content, provided it remains beneficial and relevant to users.

Defining Helpful Content: Human vs. AI

Under the revised guidelines, Google’s helpful content system no longer mandates that content be exclusively written by humans. Instead, the emphasis is on the content’s overall helpfulness, regardless of whether it’s created by humans or AI.

Self-Assessment for Affected Sites

If your site has experienced a drop in traffic following the September 2023 update, Google recommends a self-assessment of your content. They state, “If you’re producing helpful content, you don’t need to do anything; this system is designed to reward such content.” If you notice a traffic decline, take the time to review your content and address anything that may appear unhelpful.

Importance of Expert Review

Google has highlighted the need for content to either be created or reviewed by an expert or knowledgeable enthusiast in the subject area. While this advice isn’t entirely new, it now underscores the value of expert-reviewed content even more clearly.

Misleading Date Changes

Google has called out the practice of altering content dates without making significant updates, cautioning that it is an SEO tactic they are keeping an eye on. They warn against misleading users by making outdated content look fresh through minor changes.

Content for Search Engines

In response to ongoing discussions, Google has added new guidance stating that you shouldn’t modify content solely to improve rankings or create the illusion of freshness. Attempting to manipulate content for search engines is unlikely to yield better performance.

Looking Ahead: Future Updates

Google has hinted at upcoming enhancements to the helpful content system, aiming to better assess content created from personal or expert perspectives and improve the ranking of content showcasing unique expertise. However, these improvements will not be part of the current September 2023 update.