|
|
|
|
For the past few years, content creators and SEOs have been riding the high tides of Google’s Helpful Content Update (HCU), trying to keep up with shifting algorithms and changing definitions of helpful.
We’ve watched as some websites soar and others struggle to stay alive—but through it all, one thing has become clear: the old ways of ranking content just don’t cut it anymore.
Gone are the days of following outdated SEO checklists or writing content that only sounds helpful. Instead, the content that wins today does three things exceptionally well:
|
| 1.
|
It very clearly answers real user questions.
|
|
|
| 2.
|
It offers a fresh take, rather than rehashing what’s already out there.
|
|
|
| 3.
|
It comes from a place of true expertise and authority.
|
|
|
|
|
If you’re frustrated trying to navigate all of Google’s updates, the good news is: we finally have a clear playbook for what works for optimizing content in 2025 and beyond. In my article, I break down what we’ve learned about helpful content—and, more importantly, how you can optimize your content moving forward.
Because at the end of the day, it’s not just about rankings. It’s about creating content that actually serves your audience.
|
|
Ashley Segura, Content Yum
|
|
|
|
|
|
|
|
How do you guide publishers in the post-HCU era?
1. Prioritize E-E-A-T — Do your users understand who wrote the content they’re consuming and why the authors are qualified to guide them? Are these details transparent on your competitors’ content?
2. Leverage AI for content enhancement, not creation: AI can streamline workflows by summarizing complex topics, generating FAQs, and assisting with metadata. However, human editorial oversight is essential to maintain authenticity and trust.
3. Refresh and repurpose high-performing, evergreen content: Instead of constantly producing new articles, update historically high-traffic, evergreen content with fresh insights, new data, and internal links. This keeps your content relevant while maintaining authority.
4. Entity-based SEO is key: Google is moving away from simple keyword-matching to understanding entities (people, places, events, topics, etc). News publishers should optimize their content by clearly associating their articles with key entities.
5. Optimize for Google Discover: HCU suggests Google is prioritizing content that is engaging and useful, rather than just timely. Understanding Google Discover trends can help publishers position their content for visibility beyond search.
Are you an EU-based publisher looking to network and learn more? Join me at the SEO for News Meetup in Munich, Germany, on Thursday March 20.
|
|
|
RankiX for multi-channel rank tracking
Track your brand’s performance across multiple platforms and get automated reports and notifications based on rankings changes with RankiX for Wix.
|
How to Optimize Content After Google’s Helpful Content Update
Wednesday, Mar 19 , 2025 | 1PM ET
Join our March webinar to learn how to create a long-term SEO content strategy that prioritizes user intent, unique perspectives, and genuine value. Ashley Segura, head of content at ContentYum, will join Wix Studio’s Crystal Carter and George Nguyen to show YOU how to optimize your content after the HCU algorithm update.
The session will offer practical tips, Wix Studio SEO tools, and recommendations to give you the knowledge and skills to achieve lasting SEO results.
|
|
|
Is the world of analytics leaving you feeling a little blind? Discover the secrets of meaningful metrics and learn to embrace trends over absolutes—because it’s time to stop being a ‘data accountant.’
|
|
|
|
|
|
|
|
|
|
|
|
