Google's John Mueller said it is very unlikely that the search company will roll back the last Google update, the September 2023 Google helpful content update. The update is currently rolling out, first touching down on September 14th, and has really wreaked havoc for some SEOs.
John wrote on X this morning, "I really don't see a rollback happening. And, I agree it is sad to see people put their heart & passion into making something and not seeing long-term results, but things can be both heart-made & not as helpful as the makers want."
He added on X, "To be direct, I don't see us rolling this update back. Also, none of this was done to spite anyone - we want to *highlight* fantastic, helpful, unique, compelling, "people-first" content in search, and we will continue to work on our algorithms to move in that direction."
It seems Google strongly believes this last helpful content iteration is doing the job it set out to do.
Does that mean it can't do a better job? Nope, he is not saying that.
John added, "Oh yes, there's still a lot more to do, as always. There's a lot of low-effort stuff online that people don't really want to find. There's also spam, and useless AI-generated stuff. It sounds like you're saying we should turn up the dials more?"
But Google has more work to do, always, he said, "No, I mean, we're not retiring and stopping work. There's always more to do. User expectations grow, people put differing kinds of content online, and separating the...
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