I’ve been asked a lot lately about Google’s most recent update to its algorithms back in March of this year. Like all of its changes, the update impacts the way websites rank in search results.
However, the March 2024 Core Update, also known as the Helpful Content Update, is one of the biggest shake-ups in recent memory. Many websites have lost 90% of organic traffic in one day.
But I saw this coming. Two words: Artificial. Intelligence.
Google is targeting websites using low-quality content to “game the system.” In its crosshairs are:
- AI-generated content
- Irrelevant guest posts
- Manipulative use of expired domains.
Google’s goal is to reward original, user-first content and reduce low-value results by 45%.
For website owners and SEO marketers, the focus should be on publishing quality, relevant, and useful content. Let’s take a look at the Helpful Content Update and what it means for your website. I’ve also added an example of a website page that ranks well and follows the guidelines.
Tackling spam
When you think of spam, the first thing that may pop into your mind is your email spam folder. However, in the context of Google’s Helpful Content Update, spam is defined as low-quality content that appears in search results through manipulative means.
The spam fits into three categories:
- scaled content abuse
- site reputation abuse
- expired domain abuse.
Let’s delve into each.
Scaled content abuse
Scaled content abuse happens when websites produce large volumes of low-quality, repetitive content. That is, ChatGPT and other AI content with little human oversight.
Here are some examples of scaled content abuse.
- AI-generated content overload. Large quantities of content were produced quickly, often lacking depth, personality, or unique insight.
- Thin or repetitive pages. Pages that cover the same topic multiple times with only slight wording changes.
- Over-optimised pages. Pages stuffed with keywords but lacking genuine substance or user value. AKA, blackhat SEO.
Here’s a broad way to fix scaled content abuse.
- Audit existing content. First things first, identify and update or remove pages that are repetitive and low-quality.
- Human review and editing. If you use AI for content creation, edit with a human touch.
- Focus on quality, not quantity. It’s a cliche but shifting from mass production to fewer, higher-value pages is key here.
Site reputation abuse
Site reputation abuse refers to guest posting low-quality content on reputable websites to boost search rankings. Publishers take advantage of the site’s authority to give poor content an undeserved SEO boost.
Here are some examples of site reputation abuse.
- Irrelevant guest posts. These are guest posts that don’t align with the site’s primary topics or target audience.
- Pay-to-publish schemes. Posts published for a fee with little to no editorial oversight or quality control.
- Spammy affiliate content. Reviews or “top 10” lists that feel out of place on the site and exist solely to push affiliate links.
How to avoid penalties for site reputation abuse?
- Audit your site’s content. Identify and remove any low-quality, irrelevant third-party content. Replace it with expert-led, value-driven articles.
- Tighten publishing guidelines. Introduce stricter editorial processes for guest posts, ensuring every piece meets a clear set of quality standards.
- Apply E-A-T Standards. Check if the author has expertise, authority, and trustworthiness on the topic.
As someone well-versed in guest posting, I’ve seen my share of spammy tactics being used.
Expired domain abuse
Expired domain abuse refers to when a previously active domain is purchased and repurposed to host low-quality or unrelated content.
This previous SEO loophole exploits the old domain’s SEO authority to rank new (often irrelevant) content higher in search results.
Here’s how to spot expired domain abuse.
- Mismatched content. The site’s current content has no connection to its original purpose (e.g., an old bakery website now hosting casino reviews).
- Suspicious content bursts. Large amounts of content suddenly appear on a newly acquired domain.
- Manipulative redirects. Pages automatically redirect users to unrelated content, often for affiliate or spammy purposes.
How to avoid penalties for expired domain abuse.
- Maintain relevance. If you acquire an expired domain, ensure your new content aligns with the domain’s original purpose.
- Rebuild with purpose. Use expired domains for authentic, user-first content (not as a shortcut for SEO gains).
In short, if you plan to use an expired domain, ensure it serves a legitimate and relevant purpose.
Website example
Here is an example of a legal website that has published an excellent service page targeting the keyword ‘family lawyer’.
https://randletaylor.com.au/family-lawyers-adelaide/
On this page, I’ll point out the SEO elements that make this a great page:
- Correct keyword and topic optimisation, without keyword stuffing
- Correct on-page optimisations (SEO page title, H1-2 tags, meta description, image alt tags)
- Longer form copy (high word count) and FAQs to help cover the service in detail while helping related keywords to rank
- Visible calls to action, helping readers to take action
- Customer reviews to convey trust
Google wants to rank quality pages like this as it satisfies user search intent and is not spam.
Google’s Helpful Content Update serves as a warning to websites that depend on shortcuts.
To stay ahead, focus on quality, relevance, and user-first content.
If you’re unsure where to start, Orion Marketing can help you review your site, refine your strategy, and protect your rankings for the long term.
Key points
- Prioritise quality, original content. Google’s March 2024 Helpful Content Update is cutting low-quality, unoriginal content from search results by 45%.
- Watch for new spam rules. Sites using AI-generated filler, low-value guest posts, or expired domain tricks risk penalties.
- Focus on relevance and user experience: Google’s E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Marshall Thurlow is Director and Founder of Orion Marketing Pty Ltd. He is a digital marketer with expertise in SEO, website design, content marketing, and project management.