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Understanding Google's September 2023 Helpful Content Update: A Deep Dive

Understanding Google’s September 2023 Helpful Content Update: A Deep Dive

Google, the world’s leading search engine, continually refines its algorithms to provide users with the most relevant and high-quality search results. The September 2023 Helpful Content Update is a testament to this ongoing commitment. Here’s a comprehensive guide to the major shifts observed in this update and their implications for webmasters and content creators.

1. Embracing the Age of AI: Adjusted Guidance on Machine-Generated Content

The Shift: Previously, Google’s guidelines leaned towards human-created content. The recent update reveals a softer stance on machine-generated content, indicating Google’s growing acceptance of AI’s role in creating valuable web content.

Implications: With the rapid advancements in AI, content generated by machines can sometimes be on par with, or even surpass, human-authored material in terms of quality, relevance, and value.


  • If employing AI-generated content, ensure it aligns with user intent and provides real value.
  • Content must remain accurate, user-focused, and not solely created for gaming SEO.
  • Regularly review and adjust AI outputs to ensure they meet the evolving standards of quality and relevance.

2. Guarding the Fortress: New Guidelines on Hosting Third-Party Content

The Shift: Google has highlighted concerns regarding the practice of hosting third-party content on primary domains or subdomains. If this content is misaligned with the main site’s objectives or lacks oversight, it could negatively impact the entire site’s SEO performance.

Implications: Websites utilizing subdomains or portions of their site for third-party content can face a decline in search rankings if the third-party content diverges from the main site’s focus or quality.


  • Conduct an in-depth audit of third-party content on your domain.
  • Ensure alignment between the primary domain’s objectives and the third-party content.
  • If discrepancies arise, consider blocking the third-party content from being indexed or work closely with the third-party content providers to raise the content quality.

3. Pursuing Authenticity: Updated Self-Assessment Guidance

The Shift: Google has updated its Self-Assessment Guidance for content, emphasizing genuine improvements. The update warns against superficial changes intended to feign freshness and advises against misleading page updates.

Implications: Google aims to reward content that offers genuine value and relevance rather than content that has been superficially tweaked to gain a temporary SEO advantage.


  • Engage in sincere self-assessment of your content to determine its real value to users.
  • Refrain from making superficial changes; focus on substantial, value-driven updates.
  • Avoid tactics that may artificially boost the perception of content freshness without adding genuine value.

In Conclusion

Google’s September 2023 Helpful Content Update underscores a continued focus on genuine value, user-centricity, and authenticity. For content creators and webmasters, the message is clear: prioritize your audience, focus on delivering genuine value, and ensure your content, whether human or machine-generated, meets the highest standards of quality and relevance.

Staying informed and adapting to these changes is crucial for long-term SEO success. As the digital landscape evolves, so too must our strategies. Embrace the changes, prioritize your users, and your content will thrive in the ever-changing world of search.

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