Understand Google’s AI systems, specifically the Helpful Content System, and learn their strategies for tailoring your content to them.
In the ever-evolving world of Search Engine Optimization (SEO), understanding Google’s artificial intelligence (AI) systems and their impact on search rankings is vital.
Two of these systems, Search Generative Experience (SGE) and Bard AI chat technology are reshaping our search experiences, making it more critical than ever to tailor your content to these systems.
The Helpful Content System, one of Google’s most important AI systems, is a machine learning-based system that predicts whether content will likely be helpful to a searcher. If your content consistently falls short of these estimates, your site may be classified as ‘useless content’’ which can affect your organic search traffic and rankings.
The Helpful Content System is integral to Google’s search engine algorithm, affecting how content is ranked and displayed in search results. From an SEO perspective, understanding this system is vital for creating content that meets Google’s quality standards and increasing your website’s visibility.
Google’s resources provide a wealth of information about the Useful Content System. According to Google Search Center, the system generates a signal used by Google’s automated ranking systems to ensure that original, human-written, human-useful content takes precedence in search results.
Marie Haynes, a renowned SEO expert, has extensively studied Google’s AI systems and their impact on search rankings. Haynes emphasizes that the ranking key is consistent with the definitions of quality in Google’s Quality Evaluator Guidelines.
Haynes asks about Google’s page quality, “Does this article contain in-depth analysis or interesting information beyond the obvious?” or “Does the page offer significant value compared to other pages in the search results?” He explains that he evaluates by asking questions such as:
To create successful content with the Useful Content System, Google recommends creating helpful, credible human-first content rather than search engine-first content. It provides questions you can ask yourself as you evaluate your content.
As a result, understanding and adapting to Google’s AI systems, especially the Useful Content System, is vital to SEO success. By creating high-quality, helpful content that meets the needs of your target audience, you can increase your website’s visibility and ranking in Google’s search results.
Even with technical SEO improvements and backlink acquisition, if your organic traffic remains below a certain level, Google may not perceive your site’s content as helpful. By understanding Google’s Useful Content System and following these tips, you can improve the quality of your content, comply with Google’s standards, and improve your SEO performance.