Google says it’s doing more to reduce low-quality content designed primarily to drive traffic through search engine optimization. Over the next few months, it will roll out several updates to Search aimed at making it easier for people to find useful content created primarily for humans rather than the attention of algorithms.
Starting next week, Google is rolling out what’s called the Useful Content Update. It is designed to demote non-original content that is considered low quality. In particular, it will try to display the highest quality educational materials, along with the most useful entertainment, shopping and technology related content.
As an example, the company notes that people searching for information about a new movie will be more likely to see results of fresh, authentic information, rather than those that offer aggregated reviews without unique perspectives or details. In general, the goal is to show more results with in-depth knowledge and better quality content. Google says that, as with its other systems, it plans to refine this approach over time.
The company has offered some guidance to content creators about what its search engine prioritizes. Google has long urged that publish content designed for people while still using SEO best practices. Among the factors the company suggests they consider is whether their intended audience will find the content useful and demonstrate first-hand experience and deep knowledge of a topic.
He suggests avoiding “extensive automation” to produce content on a wide range of topics or writing something with a specific word count in mind after hearing that’s what Google is looking for. Removing unhelpful content from other places on a website will also help.
In addition, Google is planning another update to Search with the goal of showing original, high-quality product reviews (like the ones you’ll find on Engadget). This move, which the company will implement in the coming weeks, follows a series of updates that Google launched last year to generate more useful and in-depth reviews of results.
Improving search is an ongoing mission at Google. The company notes that it made thousands of changes to its search systems last year. He said they were based on the results of hundreds of thousands of quality tests, some of which incorporated comments from human reviewers.
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