What Google’s Helpful Content Update means for brand publishers

Google’s latest search algorithm update could have important ramifications for brand publishers. The “Helpful Content Update” will begin rolling out next week, and is designed to better prioritize content written for and by humans, rather than that created primarily to cater to algorithms or by automated copywriting programs. Google has long stated its search algorithms are designed to favor content that helps and informs searchers best, and says its latest update is designed to do just that by deprioritizing thin-value content that’s primarily designed to generate traffic rather than satisfy the needs of users after the click. Google’s move is part of a larger, industry-wide shift towards content that’s better in sync with the needs, demands and tastes of real humans. We