The latest major algorithm changes from Google came in two waves: the Google Spam Update and the Google Core Update. Collectively, these have become known as the Helpful Content Updates, and they work together to benefit websites that provide, well, helpful content to their users.
A Brief History of Google Updates
Google makes tweaks to their algorithms on a nearly daily basis. Trying to catalog every change would take more time than we have. Way back in 2011, however, Google began releasing the first of their algorithm updates based on user experience rather than keyword stuffing. They looked like this:
- The Panda Update (2011) – Targeted sites with low-quality content, excessive keyword stuffing, and a poor user experience.
- The Penguin Update (2012) – Further focused on quality content and penalized sites with manipulative link schemes and keyword stuffing.
- Hummingbird and Beyond (2013) – Marked a significant shift toward natural language processing and understanding user intent.
These were a good start but not enough to quell the black hat practices of keyword stuffing, manipulative backlinking, and questionable guest post schemes. To improve upon the foundation these updates created, Google released increasingly targeted updates several times each year, culminating in the latest Helpful Content Updates that finished rolling out in April.
The Current Content Affected
One huge change to note regarding the Google Core Update that finished rolling out in April is that many websites—we’re talking in the tens of thousands—were manually inspected for spam, poor content, keyword stuffing, and a generally poor user experience. As a result, 45% of content Google deemed “unhelpful” received manual actions or page deindexing, which resulted in tanking search engine results for thousands of websites.
Yikes.
So, what content actually set off Google’s ire? The usual duplicate content, of course, plus spammy content that didn’t really answer questions or provide direction. Essentially, fluff content that served only to pack a page with keywords.
One surprise entry in the Google smackdown, however, involved AI-generated content. Now, that’s not to say that AI-generated content is necessarily a bad thing. AI has done wonders for productivity, providing time-saving measures to millions. However, AI-generated content that was not edited or fact-checked before publishing may have caused the issues. In any case, one study found that 50% of the deindexed pages had 90% to 100% AI-generated content on them.
What This Means for SEO
The lesson here is this: Google has always and will always perform regular updates to their algorithms. They’ll even perform manual checks on tens of thousands of websites to ensure that the content within is helpful to the user. This means that your SEO can never be a “set and forget it” task. If not monthly, then at least quarterly research and updates for your own SEO strategy should be your new normal.
For now, if you’ve experienced a sudden loss in traffic, take a look at your content. Do you have outdated, irrelevant, or even incorrect content posted, perhaps from years ago? Google still sees that, even if users are no longer interested in it. Have you used AI to generate content for your website? Verify the accuracy of the content and make sure it matches your brand’s tone and voice.
And if you need help with any of this—from an SEO and content audit to content marketing management—we’re here to help.
JRS Mar/Com is a leading marketing and communications agency dedicated to delivering innovative solutions that drive business growth. With a commitment to excellence and a focus on emerging technologies, JRS Mar/Com empowers businesses to achieve their marketing goals in a rapidly evolving digital landscape.
