Uncovering the Hidden Gems in Google’s Search Update
Just like nurturing a garden to bloom, Google has cultivated its search algorithm to bring forth the hidden gems of the web. With the latest update, Google aims to spotlight content rich in personal insights and experiences from diverse sources like social media, blogs, and forums.
The hidden gems update is more than a tweak; it’s a strategic enhancement to the core ranking system, ensuring that authentic, first-hand knowledge is not just a drop in the digital ocean but a wave of information impacting those who seek it.
This hidden gems update is not part of the helpful content update that Google rolled out a few months ago.
This post was originally published in early December 2023 and in March 2023, Google rolled out a hugely comprehensive core update that has incorporated previous updates. The helpful content update (which I speak about below) are no longer a standalone update — Google has incorporated helpfulness signals into the March overall core update.
The helpful content update guidance is still intact.
Google’s helpful content update specifically targeted “content that seems to have been primarily created for ranking well in search engines rather than to help or inform people.”
This algorithm update aimed to help searchers find “high-quality content.” Google wants to reward better and more useful content that was written for humans and to help users.
Searchers get frustrated when they land on unhelpful webpages that rank well in search because they were written for the purpose of ranking in search engines. This is the type of content you might call “search engine-first content” or “SEO content.”
Google’s helpful content algorithm, which is now folded into the March core update, aims to downgrade those types of websites while promoting more helpful websites, designed for humans, above search engines.
Google’s broad goal, communicated by Danny Sullivan, Google Search Liaison:
Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of expertise involved, and background about the author or site that publishes it.
What does this helpful content system and core update mean for my site?
If you’re producing helpful content, then you don’t need to do anything; in fact this system may be good for your site, as it is designed to reward helpful content. This is especially true with legacy sites and/or sites that have been producing quality content for many years.
If you’ve noticed a change in traffic you suspect may be related to this latest core update (or after a publicly-posted ranking update to the system), then you should self-assess your content and fix or remove anything that seems unhelpful. Google’s help page on core updates and how to create helpful, reliable people-first content has questions that you can use to self-assess your content to be successful with the helpful content system.
The essence of the hidden gems update
Imagine a world where your unique experiences and personal stories light up Google’s search results. That’s the vision behind hidden gems update. By prioritizing content that resonates with authenticity and personal insight, Google is changing the landscape of search results. It’s not just about finding information; it’s about discovering stories that inform, inspire, and connect.
The hidden gems update, which was live in the 4th quarter of 2023, is not part of the helpful content update. However, it helps promote content deep within forum posts, social media, and blog posts that Google Search thinks provide authentic content based on personal insights and experiences.
Let’s dive into the mechanics.
Google hasn’t revealed the secret sauce behind the hidden gems algorithm, but it’s clear that authenticity and helpfulness are the stars of the show. The content doesn’t have to come from established websites or famous authors. If it’s genuine, insightful, and offers a personal perspective, it has a better chance of shining bright in search results.
Google said these “hidden gems” are when people share their first-hand knowledge and their own personal insights and experiences with others on the public web. Google wants to highlight such content in its search results and search interfaces.
Why it matters for your business
For businesses and content creators, these updates are a clarion call to infuse your digital presence with genuine, insightful content. It’s an opportunity to stand out by sharing your unique experiences and perspectives. Whether it’s a blog post, a forum contribution, or a social media story, your authentic voice can now travel further and make a deeper impact.
Crafting your content strategy
So, how do you capitalize on this hidden gems and March’s core update? First, understand your audience and what resonates with them. Don’t guess. Put some considered thought into it. I always recommend writing out your content strategy by asking and answering these three questions:
- Who are we? (What do we do better than anyone else and how do we specifically communicate that in our marketing and advertising?)
- Who is our target customer? (Describe your ideal customer in detail. What do our customers need or want to know before, during and after they buy?)
- What are our main objectives and goals? Often people will write “More sales” or “Higher profits” which are both obvious. Try drilling down further to actual numbers so you can track your results and tie them back to your objectives.
Share stories and insights that provide high value. Whether it’s a problem-solving blog post, an insightful forum discussion, or an engaging social media story, make sure your content is genuine and speaks to your audience’s needs and interests.
In a digital world often cluttered with generic content, Google’s hidden gems update is a breath of fresh air. It’s an invitation to be authentic, to share your story, and to connect with your audience in a way that truly matters. So, embrace this change, let your genuine voice be heard, and watch as your content takes its rightful place among the hidden gems of the internet.
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