Potential Changes in Google's Helpfulness Signals: Impact on Ranking

Changes to Sitewide Helpful Content Signals

Google's John Mueller recently mentioned the potential for updates to sitewide helpful content signals, which could result in new pages being able to rank. However, some doubt whether this change alone will be sufficient to make a significant impact.

Google's Helpful Content Signals, also known as the Helpful Content Update (HCU), was first introduced in 2022 as a site-wide signal. This meant that if a website was deemed unhelpful, it would not be able to rank well, even if certain pages were actually helpful.

More recently, the signals from the Helpful Content System have been integrated into Google's core ranking algorithm. This change has shifted them to page-level signals, although there is a small catch to be aware of.

Google recommends that their main ranking systems focus on evaluating individual pages using various signals to determine their helpfulness. Additionally, they take into account some site-wide signals during this process.

There are two important takeaways:

There is no longer a single system for helpfulness. It’s now a collection of signals within the core ranking algorithm.

Page-level signals are important, but there are also site-wide signals that can affect the overall rankings.

According to some publishers, the site-wide signals are having an impact on the ability of new helpful pages to rank. However, John Mueller has provided some hope for the situation.

Publishers Express Frustration With Sitewide Algorithm Effects

Many publishers and SEOs have expressed frustration with the sitewide algorithm effects. If Google decides to lighten the helpfulness signals for individual pages to rank, it might not have a significant impact on websites that are believed to be suffering from sitewide helpfulness signals.

Someone shared on X (formerly Twitter) that they find it frustrating when their new content gets penalized without the opportunity to receive positive user feedback. They mentioned that even when they publish something, it immediately goes to page 4 and remains there, regardless of the quality or relevance of the articles on that topic.

Someone else brought up the point that if helpfulness signals are page-level then in theory the better (helpful) pages should begin ranking but that’s not happening.

John Mueller Offers Hope

Google’s John Mueller recently addressed a concern regarding sitewide helpfulness signals potentially impacting the rankings of new pages meant to provide assistance. He hinted at a possible adjustment to how these signals are implemented across a website. Mueller shared his thoughts on Twitter:

Possible Improvement in Signals of Helpfulness

I believe that for most websites that have been greatly impacted, the effects will be felt across the entire site for now. It may take until the next update to see similar significant effects, especially if the new state of the site is much better than it was before.

Mueller later explained that the search ranking team is currently developing a solution to highlight high quality pages on websites that may have negative sitewide signals, which could indicate unhelpful content. This initiative aims to help alleviate the burden on sites affected by these signals.

Changes To Sitewide Signal May Not Be Enough

I can't guarantee anything, but the team is currently looking into how websites can potentially enhance their visibility in Search with the upcoming update. It would be fantastic to increase the exposure of valuable content that people have put a lot of effort into, and to highlight websites that prioritize user satisfaction.

Google's search console notifies publishers about manual actions, but it does not inform them about ranking drops caused by algorithmic factors like helpfulness signals. Publishers and SEOs are unable to determine if their sites are impacted by helpfulness signals. The core ranking algorithm consists of numerous signals, so it is crucial to consider various possibilities that may influence search visibility following an update.

Here are five instances of modifications that can impact rankings during a broad core update:

The way a query is understood could have changed which affects what kinds of sites are able to rank

Quality signals changed

Rankings may change to respond to search trends

A site may lose rankings because a competitor improved their site

Infrastructure has been updated to support more AI technology in the background.

Many factors can impact search engine rankings before, during, and after a major algorithm update. If rankings do not show improvement, it might be necessary to address any gaps in knowledge that could be hindering progress.

Examples Of Getting It Wrong

For instance, a publisher noticed a decrease in their rankings and immediately attributed it to the site Reputation Abuse update that was announced around the same time. They assumed that if their rankings dropped on the same date as an update, then the update must be the cause.

Here’s the tweet:

“@searchliaison feeling a bit lost here. Judging by the timing, we got hit by the Reputation Abuse algorithm. We don’t do coupons, or sell links, or anything else.

Very, very confused. We’ve been stable through all this and continue to re-work/remove older content that is poor.”

They posted a screenshot of the rankings collapse.

Screenshot Showing Search Visibility Collapse

SearchLiaison responded to the tweet mentioning that Google is currently only taking manual actions. It's likely that an update affecting rankings is connected to this.

However, it's important to remember that it's not always possible to pinpoint the exact reason for a drop in rankings, especially when there may be other factors at play. It's worth emphasizing that a rankings drop cannot always be attributed to a specific signal.

SearchLiaison recently mentioned in a tweet that some publishers wrongly believed they were facing algorithmic spam penalties or negative signals from Helpful Content.

Many people often express concerns about losing their search engine rankings and attribute it to being penalized by algorithmic spam actions. However, upon closer examination, it is often not the case.

We utilize various systems to assess the quality and credibility of content and websites. While these systems are not flawless, it is important to note that they are constantly being improved. When individuals claim to be negatively affected by these systems, I have personally reviewed the data available in Search Console and found that the impact is not as significant as they may believe.

SearchLiaison also responded to someone who mentioned that receiving a manual action is fairer than getting an algorithmic action. He highlighted the lack of understanding that may cause someone to believe this.

You don’t want to wish for a manual action to make things easier. Having your site flagged by spam analysts is not ideal. Manual actions are not processed instantly, so it’s best to avoid them.

It’s important to consider that there may be other factors at play, even with my 25 years of SEO experience. False positives exist, but it’s not always Google’s error; it could be a lack of understanding. Therefore, if Google makes it easier for new pages to rank and you don’t see an improvement, keep an open mind about potential underlying issues.

Featured Image by Shutterstock/Sundry Photography

Editor's P/S:

The recent discussion surrounding Google's sitewide helpful content signals has sparked both hope and frustration among publishers. While some expressed concerns about the impact of these signals on new pages, Google's John Mueller hinted at potential adjustments to mitigate this issue. This has raised expectations that upcoming updates may provide greater visibility to high-quality pages, even on websites with negative sitewide signals.

However, it's crucial to note that ranking drops can be influenced by a myriad of factors beyond helpfulness signals alone. Publishers should thoroughly assess their sites for any potential knowledge gaps or technical issues that may hinder their search visibility. It's also important to avoid attributing ranking declines solely to specific algorithm updates without considering other contributing factors. By embracing a holistic approach, publishers can identify and address underlying issues to improve their overall search performance.