Is Your Website Stuck on Page None? Google's Update Might Be Why (and How to Fix It)

If there's ever a time that's fraught with anxiety for businesses, it's when Google is teasing some changes that will impact SEO and rankings.

This time around, it was no different. Google rolled out a few changes, and there was wailing from all over the internet. Guys went to bed on page one and woke up on page none early the next morning.

The main reason for this? Unhelpful content.

Google has been battling this unhelpful train for a long time. But this time, it was different, more personal.

It didn't just go for those gutter websites you'd rarely visit. It went for those big guys too, those who host low-quality content on their sites for one reason or the other.

But what is unhelpful content?

If it meets these seven hallmarks, it is unhelpful:

1. Thin content: Content that lacks depth or substance. It fails to provide users with enough information. Yes. That website that claims to teach you French, but only as a single page listing 10 basic phrases.
2. Automatically generated content: Content created by algorithms without human oversight, often repetitive and irrelevant (this is a shot at AI, but still unclear).
3. Aggregated content: Content that simply combines information from other sources without adding unique value. Think about a news article that just copies and pastes press releases from various companies without any analysis or additional information.
4. Keyword stuffing: Content that unnaturally repeats keywords in an attempt to improve search ranking. You've got this blog title: "Best laptops under USD$1000 laptops under USD$1000 budget-friendly laptops..."
5. Doorway pages: Pages created solely to redirect users to other websites.
6. Lack of mobile-friendliness: Content that's difficult to read or navigate on mobile devices.
7. Misinformation and spam: Content containing false or misleading information or irrelevant promotional content. Everyone's seen this. A website claiming a certain fruit cures cancer, or a blog post filled with unrelated comments promoting a weight loss supplement.

All these are hallmarks of unhelpful content. But, not to be a Negative John, I'll answer that question you probably have in mind:

What's helpful content?

To make sure your content is helpful, deliver everything you promise on the title in such a way that the reader won't need to open another tab to search for the same information.

I learned a pretty simple tip from some great writer that I look up to:

When you're writing, have that one person in mind that you're writing to. Tell their story, solve their problem, make them feel heard.

That's all you need to focus on. Everything else is bells and whistles.

Yes, you need to get the grammar right.

Yes, you need case studies and testimonials.

Yes, you need the high authority links.

But if you keep the MAIN tip in mind, things will naturally fall into place.

Unfortunately, this has not been the case for some brands and websites out there. And when AI came in, it only furthered the depravity.

Now, is AI content bad? I wouldn't say yes. But AI content in hands that are looking to spit out more and more without regard for quality or helpfulness is catastrophic.

I ran a basic, cookie-cutter prompt on Gemini, GPT3.5, and the free version Claude 3 Sonnet. These are tools the average person would use, right?

My prompt? Simple: Write an article titled: How To Sell

These were the intros I got:

ChatGPT

In the world of business, sales skills are invaluable. Whether you're pitching a product, service, or idea, the ability to sell effectively can make all the difference between success and failure. While some individuals seem to have a natural knack for sales, it's a skill that can be learned and honed with practice. In this guide, we'll delve into the fundamentals of selling and explore strategies to help you become a more effective salesperson.

Gemini

Selling isn't just about convincing someone to buy something. It's about understanding their needs and presenting your product or service as the perfect solution. It's about building trust and guiding them towards a decision that benefits them.

Whether you're a seasoned salesperson or just starting out, this guide will equip you with the core principles to become a successful seller.

Claude

Whether you're an entrepreneur launching a new product, a business owner trying to boost sales, or someone simply looking to be more persuasive, having effective selling skills is crucial. The art of selling involves much more than simply promoting your goods or services - it's about understanding your customer's needs, building rapport, and guiding them towards a solution that provides value.

These prompts, unedited, tell you so much of everything that's devoid of warmth or human connection and flair.

Unsurprisingly, this is what you'll find on most websites out there.

The benchmark is doing one hundred posts a week to populate the site rather than focusing on 10 in-depth, well-researched, helpful content.

That's why when Google made these recent changes, it exposed their stark nakedness: that of writing and optimizing for search engines and not real people.

Most websites doing this knew it was wrong from the start but went ahead anyway. And then when Google struck, they put on their mourning clothes and wept all over the internet.

You, as a client, skimmed the SEO and content budget and settled for low-quality links. Now, you're surprised that it's come to bite you.

There's no need to cry over spilled milk.

Learn and do things differently.

Invest in helpful content.

Or plan for a content audit to fix what's already there but isn't ranking as you'd like it to.

The good thing is that I can help.

I'm a freelance content creator with 4years of experience in creating engaging content. Let's chat! [[email protected]]

Happy ranking!