Google’s Sept 2023 Update: What It Means & How to Benefit

Just when you thought you had Google all figured out, they go ahead and roll out another game-changing update. But don’t sweat it! We’ve got you covered with a complete breakdown of what the September 2023 Helpful Content Update means for you.

In this value-packed guide, we’re not just decoding the mystery behind Google’s vague announcements. Oh no, we’re taking it up a notch. We’re giving you actionable insights and proven strategies to not just adapt but to turn these updates into golden opportunities. 🚀

From the new “improved classifier” to the controversial acceptance of AI-generated content, we’ve got the scoop on what’s new and how you can leverage it for maximum impact.

Ready to dive in? Let’s unlock the secrets to mastering Google’s latest algorithm update!

Improved Classifier: Amp Up Your Content Quality

What Changed: A Mysterious Boost

Google’s so-called “improved classifier” is like a black box in an airplane—it records crucial details but keeps them tightly guarded. While Google has been vague on specifics, what’s clear is that they’ve ramped up the artificial intelligence behind how they gauge content quality. Think of this as Google’s secret sauce getting a new ingredient that makes it even better at sniffing out top-tier, user-centric content.

How to Benefit: The 4C Framework for Aligning with User Intent

You’re right to think that this classifier has a laser focus on user intent. Here’s how you can align your content for maximum impact using what I call the “4C Framework.”

Understand the Context (The First C)

1. Identify User Pain Points: What are the questions your target audience is asking? Use tools like AnswerThePublic or Quora for insights.
2. Analyze Top-Ranking Pages: Use SEO tools to see what’s already ranking. This can give you a clue into what Google thinks is high-quality content for specific queries.

Curate Engaging Content (The Second C)

1. Skyscraper Technique: Create content that’s far superior to anything currently ranking. Whether it’s more up-to-date, more detailed, or just plain better, make it irresistible.
2. Visuals and Multimedia: Adding images, videos, and infographics can make your content more engaging and can signal quality to Google’s new classifier.

Craft with Precision (The Third C)

1. On-Page SEO: Use your main keyword in strategic places like the title tag, H1, and first paragraph. But don’t keyword stuff; make it natural.
2. Semantic SEO: Use LSI keywords, synonyms, and related terms to show depth in your content. This can give Google clues that your content is comprehensive.

Commit to Updating (The Fourth C)

1. Content Refresh: Schedule periodic updates for your content, especially for topics that are ever-changing.
2. User Engagement Metrics: Keep an eye on user signals like bounce rate and time spent on the page. Improve content accordingly to keep users engaged.

Third-Party Content: Keep An Eye on Your Subdomains

What Changed: A Focus on Accountability

Google has decided to pay more attention to sites that host third-party content without sufficient oversight. What does this mean for you? Your site’s “helpfulness” score, which is one of Google’s criteria for ranking, could tank if you’re not careful with the content residing on your subdomains.

Excerpt from Gary Illyes on LinkedIn

“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.”

How to Benefit: The Triple-A Strategy for Subdomain Sanity

Getting your subdomains in line doesn’t have to be a nightmare. Implement what I call the “Triple-A Strategy” to audit, align, and act.

Audit Your Digital Real Estate (The First A)

1. Inventory Check: List all the subdomains where you’re hosting third-party content.
2. Quality Assessment: Examine the content. Does it provide value? Is it accurate and trustworthy? Tools like Copyscape can help you identify potential issues like duplicate content.

Align With Your Brand Mission (The Second A)

1. Thematic Consistency: Make sure the third-party content fits within the thematic bounds of your main site.
2. Ownership & Oversight: If you’re letting others post content on your subdomains, make sure you have guidelines and review processes in place.

Act to Remove or Refine (The Third A)

1. Block Unaligned Content: If the content doesn’t meet your criteria or align with your brand, use the robots.txt file to block it from being indexed by Google.
2. Continuous Monitoring: Implement a regular review process for third-party content. Automate alerts for new content that gets posted so you can review it quickly.

AI-Generated Content: The Green Light You’ve Been Waiting For?

What Changed: Google’s Shifting Stance

Google subtly shifted gears by removing the phrase “written by people” from their guidelines. What this essentially means is that Google is becoming more open to the idea of AI-generated content. But don’t go on an automation spree just yet; the emphasis remains on “helpful content.”

How to Benefit: The Perfect Harmony Strategy

Using AI doesn’t mean skimping on quality. Let’s dive into what I call the “Perfect Harmony Strategy”—a framework for seamlessly incorporating AI without losing the human touch.

Identify the Right Use Cases (Step 1)

1. Content Amplification: Use AI to help you expand on points, generate topic ideas, or create data-driven insights.
2. SEO Optimization: AI tools can recommend keywords, meta descriptions, and even provide SEO analysis.

Vet the AI (Step 2)

1. Credibility Check: Use trusted platforms for your AI-generated content. Ensure they have a history of producing high-quality, reliable output.
2. Quality Control: Run sample tests to see if the AI’s output aligns with your content quality expectations.

Merge AI and Human Inputs (Step 3)

1. Human Review: Always, always have a human review the content. This keeps your brand voice consistent and authentic.
2. Fine-Tuning: Use AI for initial drafts or content structure, but let human creativity fill in the gaps.

Expert Reviews: Your Shortcut to Trust and Rankings

What Changed: A Leg-Up for Non-Experts

Google has moved the goalposts slightly but in a good way. They now suggest that content doesn’t only have to be written by an expert; it can also be reviewed by one. This is your golden ticket to leveraging expertise without necessarily having it yourself.

How to Benefit: The 4P Method for Credible Content

Here’s how you can turn Google’s update into a solid strategy for establishing authority through content—what I call the “4P Method.”

Pinpoint The Expert (Step 1)

1. Industry Leaders: Identify experts in your field who are recognized and have a following.
2. Niche Specialists: In case your subject is very specific, aim for niche experts who are highly specialized.

Prepare Your Content (Step 2)

1. Quality First: Make sure your content is top-notch before you even approach an expert for review.
2. Research Backed: Use credible sources and data to fortify your arguments.

Pitch and Partner (Step 3)

1. Outreach: Email the experts and let them know why their input will add significant value to your content.
2. Mutual Benefits: Make sure to offer something in return, be it exposure, backlinks, or other forms of value.

Publish with Credibility (Step 4)

1. Cite the Review: Clearly mention that the content has been reviewed by an expert.
2. Share Authoritatively: When sharing on social platforms, emphasize the expert review to gain additional trust.

Changing Content Dates: Outsmart Google’s Freshness Police

What Changed: The Freshness Fallacy Exposed

Google is tired of your “freshness” gimmicks. Gone are the days when you could just update the date and expect Google to treat your article like hot-off-the-press content. If you’re updating the date, Google expects the content to be actually updated.

How to Benefit: The “TRUE” Update Technique

Ready to turn Google’s update into your golden opportunity? Here’s the “TRUE” Update Technique that’s going to do exactly that.

T – Thoroughly Evaluate (Step 1)

1. Check Relevance: Ensure the content still aligns with current data, standards, or guidelines.
2. Visitor Analytics: Check metrics like time on page and bounce rate. If these are off, your content might need an update.

R – Research & Revise (Step 2)

1. New Data: Incorporate any new statistics or studies that support your article.
2. Outdated Info: Remove or update anything that’s become obsolete or irrelevant.

U – Use Substantial Edits (Step 3)

1. Add Sections: Introduce new sections that offer additional insights or information.
2. Improve Readability: Update the article’s structure, like breaking up large paragraphs or adding subheadings.

E – Explicitly State Updates (Step 4)

1. Update Tag: Clearly mention at the top of the article that it has been updated, and outline what’s new.
2. Date: Change the date only after you’ve made these substantial changes.

Adding or Removing Content: The End of SEO Shortcuts

What Changed: Strategy Isn’t Enough Anymore

Remember when people would remove old blog posts or add new sections just to give Google the impression of a lively, updated website? Google’s not falling for that anymore. They’re warning against making changes solely to look fresh or improve rankings.

How to Benefit: The “SMART” Content Strategy

Toss out those old, opportunistic tactics. It’s time for a strategy that actually works: the “SMART” Content Strategy.

S – Scrutinize Existing Content (Step 1)

1. Check Analytics: Which pieces are driving traffic and engagement?
2. User Feedback: Are visitors finding value in the content?

M – Measure Importance (Step 2)

1. Business Goals: Does this content align with your current goals and target audience?
2. SEO Value: Are these pieces ranking well for important keywords?

A – Actionable Changes (Step 3)

1. Fill Gaps: Add content only where you see a genuine gap or need.
2. Quality Over Quantity: If something isn’t adding value, consider removing or updating it.

R – Relevance Check (Step 4)

1. Updated Information: Make sure all facts, stats, and references are current.
2. Reader Relevance: Is the content still beneficial to your audience?

T – Test & Monitor (Step 5)

1. A/B Testing: Try out different content variations and see what performs better.
2. Track Metrics: Keep an eye on key performance indicators to ensure the changes are beneficial.

Final Thoughts: Transform Google’s Update into Your Golden Opportunity

So, what’s the real story behind Google’s Helpful Content Update of September 2023? In a nutshell, it’s Google telling you to get serious about delivering value. They’ve tuned their algorithms to be even smarter at identifying content that genuinely helps users.

But guess what? You can actually turn these updates into golden opportunities. Yes, it requires work, but it’s the kind of work that doesn’t just appease Google; it also genuinely enhances the value you offer to your audience.

Your Action Plan in a Nutshell:

1. Amp Up Content Quality: Align your content with user intent.
2. Be Accountable for Third-Party Content: Audit your subdomains and curate responsibly.
3. Leverage AI Wisely: Use machine-generated content as a supplement, not a replacement.
4. Seek Expert Reviews: Boost credibility with endorsements from authorities in the field.
5. Date Your Content Responsibly: Update only when it really matters.
6. Think Before You Act: Apply the “SMART” Content Strategy for all additions and removals.

By embracing these strategies, you’re not just playing by Google’s new rules. You’re setting yourself up for long-term success that’s immune to the whims of algorithm changes. So go ahead, roll up those sleeves, and let’s turn these updates into your next big win.