Google’s September 2023 Helpful Content Update: What Businesses Need to Know

July 21, 2025

Google has recently released a new update called the “Helpful Content Update,” following the August 2023 core update. The update should take two weeks to roll out, Google said. This is the first helpful content system update since December 2022. This update, aimed at making content more helpful to users, has caused quite a buzz in the digital marketing community.

Table Of Content

What Is The September Helpful Content Update About?

Google’s mission has always been to provide users with the most relevant and valuable information when they search. The September 2023 helpful update is yet another step towards that goal. It focuses on ensuring that the content displayed in search results is genuinely helpful to users.

Following are the guidelines released by Google:

Loosening The Guidance On Machine-Generated Content

In the world of content creation, automation has become more common. However, Google’s algorithms have always been cautious about machine-generated content, as it can sometimes lack the depth and quality that human-generated content offers. With this update, there’s a notable shift in Google’s approach. They are loosening the guidance on machine-generated content, which means that when used appropriately, it may have a more significant role to play in your content strategy. It’s not a green light to replace humans with machines entirely, but it does provide more flexibility.

Hosting Third-Party Content On Your Main Site or on Subdomains

If you host third-party content on your main site or in your subdomains and if that content is largely independent of the main site’s purpose or produced without close supervision or the involvement of the primary site, google recommend that it should be blocked for being index.

Revised FAQ Structured Data Guidelines

Google provides guidelines for implementing FAQPage structured data, which can result in rich results in search and actions on Google Assistant. These rich results are currently limited to well-known government or health websites. To implement this structured data, follow these steps:

Google suggests submitting a sitemap to keep them informed of future changes. The structured data should adhere to guidelines, and content must be compliant, non-repetitive, and visible to users.

FAQ and How-To Rich Results Changes

Google is making significant changes to its search results by reducing the visibility of FAQ rich results and discontinuing How-To rich results on both mobile and desktop. FAQ rich results will now primarily appear for authoritative government and health websites, while other sites will see reduced visibility.
These changes aim to create a cleaner and more consistent search experience. Site owners may notice adjustments in Search Console reporting, and support for How-To in the Rich results test and Search Console API will be phased out in the coming months. These changes do not impact website rankings but enhance the overall search experience.

Offering Additional Guidance On Traffic Loss

It’s not uncommon for websites to experience fluctuations in traffic after a significant Google update. Recognizing this, Google has included additional guidance on what to do if your site experiences a drop in traffic due to a Helpful Content update. This guidance can be invaluable for marketers and website owners who find themselves in such situations, offering insights on how to recover and adapt to the changing landscape effectively.

What Marketers/ Business Owners Should Do?

So, as a subject matter expert in marketing, what should you do in light of this update?

Audit Your Content: Take a close look at your existing content. Is it truly helpful and relevant to your audience? Update or prune as needed.

Invest In E-E-A-T: Build your experience, expertise, authoritativeness, and trustworthiness. Showcase your team’s knowledge and experience.

Diversify Your Content: Explore different content formats that resonate with your audience. Video marketing, for instance, is on the rise and aligns well with this update.

Keep It User-Centric: Always think about what your audience needs and how you can provide the most value to them.

Conclusion

In conclusion, Google’s September 2023 helpful content system update is all about making the internet a more helpful place for users. Our role is to adapt to these changes by creating content that genuinely serves our audience’s needs. It’s an exciting challenge, and by staying informed and putting the user first, we can thrive in this evolving digital landscape.

We hope that you find this blog helpful. To stay current in the ever-evolving digital landscape, be sure to follow our blog for regular SEO updates.