Posted inSEO Strategies / Content Creation / Content Marketing / Digital Marketing / SEO

Negative Effects of Google’s September 2023 Helpful Content Update

Negative Effects of Google's September 2023 Helpful Content Update
  1. Introduction
  2. Understanding Google’s September 2023 Update
  3. Impact on Search Rankings a. Shuffling of Rankings b. Increased Competition c. Keyword Optimization
  4. Content Quality and Relevance a. Content Freshness b. User Intent and Engagement
  5. Mobile-Friendliness and Core Web Vitals a. Page Loading Speed b. Mobile Responsiveness
  6. User Experience and Bounce Rates a. Dwell Time b. Click-Through Rates
  7. Algorithmic Changes and SERP Fluctuations a. Unpredictable Updates b. Adaptation Strategies
  8. The Impact on Local SEO a. Local Businesses b. Map Listings
  9. Website Security and HTTPS a. Data Privacy b. Trust Signals
  10. Social Signals and Branding a. Social Media Presence b. Brand Authority
  11. EAT (Expertise, Authoritativeness, Trustworthiness) a. Building Trust b. Authoritative Content
  12. Recovery and Improvement Strategies a. Audit and Analysis b. Adaptation to Changes
  13. Content Marketing and Link Building a. High-Quality Backlinks b. Content Promotion
  14. Monitoring and Analytics a. SEO Tools b. Data Interpretation
  15. Conclusion


Google is undoubtedly the go-to search engine for millions of users worldwide, and it constantly evolves to provide better search results. In September 2023, Google rolled out an update aimed at improving the quality of search results and helping users find more relevant and helpful content. While these intentions are laudable, website owners and digital marketers have been grappling with the changes, experiencing both positive and negative impacts. In this article, we will delve into the negative effects of Google’s September 2023 helpful content update and explore strategies to mitigate them.

Impact on Search Rankings – Negative Effects of Google’s September 2023 Helpful Content Update

Shuffling of Rankings

The most immediate and noticeable effect of this update has been the shuffling of search rankings. Websites that once held top positions suddenly found themselves lower on the results pages. This volatility has left many website owners frustrated and concerned about their online visibility.

Increased Competition

The update has also intensified competition in various niches. As Google refines its algorithms, more websites are vying for the coveted top spots. This increased competition makes it challenging for newcomers and smaller businesses to break through and gain prominence.

Keyword Optimization

Keyword optimization strategies that were effective in the past may no longer yield the same results. The update has forced digital marketers to rethink their keyword strategies, leading to uncertainty and additional workload.

Content Quality and Relevance

Content Freshness

Google’s emphasis on fresh and up-to-date content has put pressure on website owners to continuously update their material. This can be particularly burdensome for industries where information changes slowly.

User Intent and Engagement

The update places a significant emphasis on understanding user intent and delivering content that genuinely engages users. Websites that fail to meet these criteria have witnessed a decline in their search visibility.

Mobile-Friendliness and Core Web Vitals

Page Loading Speed

Google’s update emphasizes the importance of fast-loading pages. Websites that do not meet the Core Web Vitals criteria may suffer in terms of rankings, affecting their mobile and desktop traffic.

Mobile Responsiveness

Mobile responsiveness has become more critical than ever. Non-responsive websites may lose a substantial portion of their audience as mobile users continue to increase.

User Experience and Bounce Rates

Dwell Time

Dwell time, the amount of time a user spends on a webpage, has become a key metric. High bounce rates and short dwell times can negatively impact rankings.

Click-Through Rates

With Google prioritizing click-through rates, websites must create compelling meta titles and descriptions to entice users to click on their links.

Algorithmic Changes and SERP Fluctuations

Unpredictable Updates

The timing and nature of Google’s updates have become increasingly unpredictable. This unpredictability can disrupt digital marketing strategies and cause uncertainty among website owners.

Adaptation Strategies

Website owners and digital marketers must develop adaptive strategies to respond quickly to algorithmic changes and stay ahead of the competition.

The Impact on Local SEO

Local Businesses

Local businesses have experienced significant fluctuations in their visibility on Google Maps and local search results. Maintaining a consistent online presence has become a challenge.

Map Listings

Businesses relying on Google Maps listings have had to contend with shifts in their rankings, impacting their ability to attract local customers.

Website Security and HTTPS

Data Privacy

Google’s update places a greater emphasis on website security and data privacy. Websites without HTTPS may lose trust signals, affecting their credibility.

Trust Signals

A secure website with HTTPS is seen as more trustworthy by users and search engines. The absence of these trust signals can deter visitors and impact rankings.

Social Signals and Branding

Social Media Presence

Maintaining an active and engaging social media presence is now intertwined with SEO success. Websites must invest in social signals to enhance their online reputation.

Brand Authority

Google’s update values websites with a strong brand authority. Building brand recognition and authority has become integral to SEO strategies.

EAT (Expertise, Authoritativeness, Trustworthiness)

Building Trust

EAT is a key factor in Google’s assessment of content quality. Websites must establish themselves as authoritative and trustworthy sources of information.

Authoritative Content

Creating content that showcases expertise and authority is crucial to maintaining or improving search rankings.

Recovery and Improvement Strategies

Audit and Analysis

Website owners must conduct thorough audits and analysis to identify areas for improvement and align their strategies with Google’s updates.

Adaptation to Changes

Adapting to Google’s evolving algorithms is essential. Flexibility and a willingness to adjust strategies are key to long-term SEO success.

Content Marketing and Link Building

High-Quality Backlinks

High-quality backlinks from reputable sources remain vital. Building a strong backlink profile can counteract some of the negative effects of the update.

Content Promotion

Promoting content through various channels, such as social media and email marketing, can help increase visibility and user engagement.

Monitoring and Analytics

SEO Tools

Leveraging SEO tools and analytics platforms is crucial for monitoring performance and making data-driven decisions.

Data Interpretation

Interpreting data accurately and making informed adjustments to SEO strategies is essential in the post-update landscape.


In conclusion, while Google’s September 2023 helpful content update aims to enhance user experience and the quality of search results, it has presented challenges for website owners and digital marketers. The negative effects include ranking fluctuations, increased competition, and the need for more up-to-date and engaging content. However, by adapting to these changes, focusing on content quality, and employing effective SEO strategies, website owners can mitigate these negative effects and continue to thrive in the ever-evolving digital landscape.


  1. Is it possible to predict Google’s future updates?
    • Google’s updates have become increasingly unpredictable. While some trends can be observed, precise predictions are challenging.
  2. What is the significance of EAT in SEO?
    • EAT (Expertise, Authoritativeness, Trustworthiness) is crucial as it reflects the credibility and quality of content, influencing search rankings.
  3. How can I improve my website’s Core Web Vitals performance?
    • Improving Core Web Vitals involves optimizing page loading speed, mobile responsiveness, and overall user experience.
  4. Are there any tools to help with SEO monitoring?
    • Yes, there are various SEO tools and analytics platforms available that assist in monitoring and optimizing website performance.
  5. What should small businesses do to compete in the post-update SEO landscape?
    • Small businesses should focus on local SEO, create high-quality content, and build a strong online presence to compete effectively.

Some great great tools to make your life easier in Digital Marketing Techniques, writing content and deep keyword research:

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Revolutionize Your Content Creation with AIWiseMind- This is an all in one content creation tool that can really help a beginner affiliate marketer form niche articles and reviews with products fast

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