How Google Killed the Blog

🌈 Abstract

The article discusses the impact of Google's "Helpful Content Update" released in September 2023, which aimed to prioritize user-centric, high-quality content over search engine optimization (SEO) tactics. It explores how this update has shifted the dynamics of the internet, favoring established brands and platforms over smaller, independent content creators.

🙋 Q&A

[01] The "Helpful Content Update"

1. What was the goal of Google's "Helpful Content Update"? The goal of the update was to prioritize "people-first content" and crack down on low-quality, SEO-driven content that was cluttering search results. The update aimed to elevate content that demonstrated qualities of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).

2. How did the update change how articles appear in search results? The update placed more emphasis on personal experience, authority, and domain reputation over just SEO tactics. This resulted in a rise in content from established platforms like Quora, Reddit, LinkedIn, and Medium, even if the content was not necessarily from subject matter experts.

3. What were some of the unintended consequences of the update? The update led to a significant increase in traffic and ad revenue for the "chosen" platforms, while smaller, niche content creators saw their traffic and visibility plummet. This consolidated power and control over information into the hands of a few large players.

[02] Impact on Content Creators

1. How did the update affect small businesses and independent bloggers? The update created significant barriers for small businesses and independent bloggers trying to build an online presence. Their content was often outranked by larger, more established brands, even if the smaller creators had more relevant and helpful information.

2. What advice does the article provide for aspiring content creators? The article suggests that creating a new website from scratch may not be worth the effort, unless the creator has a strong personal brand and expertise in a niche topic. It recommends focusing on building a branded, authoritative presence rather than an anonymous blog.

3. How does the article view the long-term implications of the update? The article sees the update as a shift towards a more monopolized and corporatized internet landscape, where visibility and authority are consolidated in the hands of a few large players. This stifles innovation, diversity, and the ability for smaller, independent voices to thrive online.