Let's face the facts, for over a decade, Google has been publicly fine-tuning its algorithm to put the spotlight on high-quality, user-centered content over content created just to rank.
2011 - Panda Update: Penalized low-quality content.
2013 - Hummingbird Update: Focused on search intent & relevance.
2015 - RankBrain: Introduced machine learning for queries.
2018 - Medic Update: Prioritized authoritative, expert content.
2021 - Page Experience Update: Factored user experience into rankings.
2022 - Helpful Content Update: Penalized SEO-first, unhelpful content.
2024 - August Core Update: Reinforced helpful content guidelines.
The August 2024 Core Update marked a pivotal shift in Google's approach to content quality, deprioritizing generic, SEO-driven articles that don't align with a business's core offerings. This blog will explore and discuss why writing about your products, services, and expertise—instead of chasing rankings for general topics—is the best long-term SEO strategy.
The August 2024 Core Update: What Changed?
Google has intensified its crackdown on content created solely to rank in search results rather than genuinely serve users, reinforcing its E-E-A-T (Experience, Expertise, Authority, and Trust) principles. The update places greater emphasis on first hand experience, authoritative sources, and content that aligns with a business's actual offerings & services—pushing brands to refine their content strategies to emphasize genuine expertise and meaningful user engagement.
SEO Content vs. Helpful Content
Why "Ranking for Anything" No Longer Works
Many businesses have chased rankings by writing about anything that might gain traction, rather than focusing on their expertise, products, and services. That no longer works—Google prioritizes relevance. Users want real, insightful content tied to what a business actually offers, not generic articles. Trust comes from firsthand industry knowledge, not mass-produced SEO-first content.
Shifting to a User-First Content Approach
Instead of writing content that simply ranks, businesses should:
âś… Focus on educating potential customers about their offerings.
âś… Answer real customer questions related to their services.
âś… Showcase expertise and industry leadership through deep, valuable insights.
CMG's Approach to Effective, Helpful Content
At CMG, we've built a research-driven content strategy that ensures clients create highly relevant, authoritative content that resonates with their audience and meets Google's evolving standards. Our methodology includes:
1. In-Depth Onboarding & Discovery
Understanding client goals, services, and target customers.
Aligning content strategies with business objectives.
2. Persona Identification & Competitive Analysis
Identifying ideal customers and their search behaviors.
Analyzing competitors to uncover gaps and opportunities.
3. SERP & Manual Content Experience Analysis
Evaluating search results to see what content Google prioritizes.
Ensuring a seamless, high-quality content experience for users.
4. Content Gap Analysis & Full Content Marketing Strategy
Identifying what content is missing from a business's website.
Crafting a complete content strategy focused on user intent and business relevance.
Creating Content That Works
Google's Helpful Content Update reinforced a simple truth: businesses must focus on content that aligns with their actual expertise and offerings, rather than chasing rankings with SEO-driven posts.
At CMG, we take a strategic, research-driven approach to content creation—helping clients connect with users actively searching for their services and products. By focusing on relevance, expertise, and user experience, we develop content that not only ranks but also drives long-term SEO success
