关于 Google 在 2022 年 8 月发布的实用内容更新，创建者应知晓哪些内容
使用集合让一切井井有条
根据您的偏好保存内容并对其进行分类。
2022 年 8 月 18 日，星期四
Google 搜索始终致力于为用户提供更实用的信息。为此，我们推出了一项名为“实用内容更新”的举措，我们会竭尽全力确保用户在搜索结果中看到更多由用户或为用户撰写的原创实用内容，此举即体现了这一点。下面详细介绍了此更新以及创作者应考虑的事项。
关注以人为本的内容
实用内容更新旨在更好地奖励那些能为访问者带来愉悦体验的内容，而不符合访问者期望的内容也无法获得良好效果。
如何确保您创作的内容能够借助我们新推出的更新取得成效？遵循我们的长期建议和指南，为用户（而不是为搜索引擎）创建内容。以人为本的内容创作者首先专注于创作令人满意的内容，同时利用搜索引擎优化 (SEO) 最佳实践为搜索用户带来更多价值。如果对下面的问题做出肯定回答，则意味着您很可能在以人为本的方法方面做的不错：
- 您的商家或网站是否已经有现成或目标受众群体，并且这些受众群体如果直接阅读您的内容，会觉得内容很有用？
- 您的内容是否清楚地展示了第一手的专业知识和知识深度（例如，实际使用了某种产品或服务或者到访某地的专业知识）？
- 您的网站是否具有主要目的或关注点？
- 阅读完您的内容后，用户是否会感觉自己已经充分了解某个主题，从而帮助他们实现目标？
- 阅读您内容的用户是否会获得良好的体验？
- 您是否记得我们的核心更新指南和商品评价指南？
避免创建以搜索引擎为先的内容
我们秉持以人为本的方法，并不与遵循 SEO 最佳实践（例如 Google 自己的 SEO 指南中所述的最佳实践）相违背。如果应用于以人为本的内容，SEO 就是一项有用的活动。但是，主要为搜索引擎流量创建的内容与搜索者发现不满意的内容密切相关。
如何避免采取搜索引擎优先的方法？对其中部分或全部问题做出肯定回答是一条警告迹象，表示您应重新评估在整个网站上创作内容的方式：
- 这些内容主要是为了吸引搜索引擎中的用户，而不是为真人制作的内容？
- 您是否制作了大量有关不同主题的内容，希望其中某些内容在搜索结果中获得良好效果？
- 您是否使用了广泛的自动化功能来制作有关诸多主题的内容？
- 您是否主要总结了其他人的评价而未增加太多价值？
- 您撰写这些内容的理由仅仅是它们看起来很时髦，而不是为现有读者撰写相关内容？
- 您的内容是否让读者觉得他们需要再次搜索才能从其他来源获得更好的信息？
- 您是否因为听说或知道 Google 具有首选字数统计而刻意达到相应字数？（不，我们没有。）
- 您是否决定进军小众领域，但实际上并没掌握任何相关的专业知识，而主要原因是您觉得自己可以获得搜索流量？
- 您的内容是否承诺回答实际上没有答案的问题，例如暗示一个产品、电影或电视节目的发布/上映日期，但实际上该日期尚未确定？
此更新的运作方式
此更新将从下周开始推出。此更新开始时以及完全发布（最多可能需要两周时间）后，我们将在 Google 排名更新页面上发布博文。此更新引入了一项新的网站级信号，我们会将该信号作为众多其他网页排名信号之一。我们的系统会自动识别那些看起来价值很低、附加价值低或在其他方面对搜索没什么帮助的内容。
如果网站被确定整体上提供大量无用内容，这些网站上的任何内容（不仅仅是无用内容）在 Google 搜索中的表现都可能不尽人意（假设网络中的某个位置有其他内容更适合展示）。因此，移除无用的内容有助于提高您的其他内容的排名。
一个自然而然的问题是，如果网站去除了无用的内容，需要多长时间才能做得更好？
此类更新所识别的网站可能会发现相关指标在几个月内都持续应用于网站。此更新的分类器会持续运行，以便监控新发布的网站和现有网站如果系统认为网站在较长一段时间内未再次出现无用内容，则不再对其应用分类机制。
此分类器流程完全使用机器学习模型进行自动化处理，而非采用人工处置措施或针对网络垃圾的手动操作机制。它只是一个新信号，也是 Google 在评估内容排名时所考虑的众多信号之一。
这意味着，如果网站上某些以用户为中心的内容被归入包含无用内容的类别，但其他指标表明其对查询有帮助且与查询相关，那么此类内容仍然可以获得良好排名。该信号也经过加权；包含大量无用内容的网站可能会看到更显著的影响。在任何情况下，为实现最佳成效，请确保您已移除没有帮助的内容并遵守我们的所有指南。
此更新首先会影响全球范围内的英语搜索，我们计划将来将其推广到其他语言。在未来几个月内，我们还会继续优化分类器检测无用内容的方式，并采取进一步措施来更好地奖励以人为本的内容。
如果您对此更新有任何反馈，可以在此帮助论坛会话中留言。如果您想向我们提供与您的网站相关的反馈，可以使用此更新的反馈表单。
我们根据您的反馈来帮助工程师找到整体改进系统的方法。
发布者：搜索质量团队的 Chris Nelson
如未另行说明，那么本页面中的内容已根据知识共享署名 4.0 许可获得了许可，并且代码示例已根据 Apache 2.0 许可获得了许可。有关详情，请参阅 Google 开发者网站政策。Java 是 Oracle 和/或其关联公司的注册商标。
[null,null,[],[[["\u003cp\u003eGoogle Search is launching the "helpful content update" to prioritize original, helpful content written by people, for people.\u003c/p\u003e\n"],["\u003cp\u003eWebsites should focus on creating people-first content that provides a satisfying user experience and demonstrates expertise.\u003c/p\u003e\n"],["\u003cp\u003eContent created primarily for search engines may be identified as unhelpful and will likely perform worse in search results.\u003c/p\u003e\n"],["\u003cp\u003eThe update introduces a site-wide signal to identify unhelpful content and is being rolled out gradually, starting with English searches globally.\u003c/p\u003e\n"],["\u003cp\u003eRemoving existing unhelpful content can improve the ranking of other content on your site.\u003c/p\u003e\n"]]],["Google is launching a \"helpful content update\" to prioritize people-first content in search results. This update, which uses a site-wide signal to identify unhelpful or low-value content, rewards content that satisfies users and penalizes content primarily created for search engines. Creators should focus on producing original, helpful content for their audience, demonstrating expertise and avoiding practices like extensive automation or summarizing without adding value. Sites identified with large quantities of unhelpful content may see ranking changes, but this can improve over time if unhelpful content is removed.\n"],null,["# What creators should know about Google's August 2022 helpful content update\n\nThursday, August 18, 2022\n| It's been a while since we published this blog post. Some of the information may be outdated (for example, some images may be missing, and some links may not work anymore). Check out our new FAQ on [helpful content and Google Search results](/search/help/helpful-content-faq)\n\n\nGoogle Search is always working to better connect people to helpful information. To this end, we're launching what\nwe're calling the \"helpful content update\" that's part of a broader [effort](https://blog.google/products/search/more-content-by-people-for-people-in-search/) to ensure\npeople see more original, helpful content written by people, for people, in search results. Below is more about the\nupdate and things creators should consider.\n\nFocus on people-first content\n-----------------------------\n\n\nThe helpful content update aims to better reward content where visitors feel they've had a satisfying experience,\nwhile content that doesn't meet a visitor's expectations won't perform as well.\n\n\nHow can you ensure you're creating content that will be successful with our new update? By following our [long-standing advice](/search/blog/2011/05/more-guidance-on-building-high-quality)\nand [guidelines](/search/docs/essentials) to create\ncontent for people, not for search engines. People-first content creators focus first on creating satisfying\ncontent, while also utilizing SEO best practices to bring searchers additional value. Answering yes to the questions\nbelow means you're probably on the right track with a people-first approach:\n\n- Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?\n- Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?\n- Does your site have a primary purpose or focus?\n- After reading your content, will someone leave feeling they've learned enough about a topic to help achieve their goal?\n- Will someone reading your content leave feeling like they've had a satisfying experience?\n- Are you keeping in mind our guidance for [core updates](/search/blog/2019/08/core-updates) and for [product reviews](/search/docs/specialty/ecommerce/write-high-quality-reviews)?\n\nAvoid creating content for search engines first\n-----------------------------------------------\n\n\nOur advice about having a people-first approach does not invalidate following SEO best practices, such as those\ncovered in [Google's own SEO guide](/search/docs/fundamentals/seo-starter-guide). SEO is a helpful activity when it's applied to people-first content. However, content created\nprimarily for search engine traffic is strongly correlated with content that searchers find unsatisfying.\n\n\nHow do you avoid taking a search engine-first approach? Answering yes to some or all of the questions is a warning\nsign that you should reevaluate how you're creating content across your site:\n\n- Is the content primarily to attract people from search engines, rather than made for humans?\n- Are you producing lots of content on different topics in hopes that some of it might perform well in search results?\n- Are you using extensive automation to produce content on many topics?\n- Are you mainly summarizing what others have to say without adding much value?\n- Are you writing about things simply because they seem trending and not because you'd write about them otherwise for your existing audience?\n- Does your content leave readers feeling like they need to search again to get better information from other sources?\n- Are you writing to a particular word count because you've heard or read that Google has a preferred word count? (No, we don't).\n- Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you'd get search traffic?\n- Does your content promise to answer a question that actually has no answer, such as suggesting there's a release date for a product, movie, or TV show when one isn't confirmed?\n\nHow the update works\n--------------------\n\n\nThe update will start rolling out next week. We will post on our\n[Google ranking updates page](https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history)\nwhen it begins and when it is fully rolled out, which could take up to two weeks. This update\nintroduces a new site-wide signal that we consider among many other signals for ranking web pages. Our systems\nautomatically identify content that seems to have little value, low-added value or is otherwise not particularly helpful\nto those doing searches.\n\n\nAny content --- not just unhelpful content --- on sites determined to have relatively high amounts of unhelpful content\noverall is less likely to perform well in Search, assuming there is other content elsewhere from the web that's\nbetter to display. For this reason, removing unhelpful content could help the rankings of your other content.\n\n\nA natural question some will have is how long will it take for a site to do better, if it removes unhelpful content?\nSites identified by this update may find the signal applied to them over a period of months. Our classifier for this\nupdate runs continuously, allowing it to monitor newly-launched sites and existing ones. As it determines that the\nunhelpful content has not returned in the long-term, the classification will no longer apply.\n\n\nThis classifier process is entirely automated, using a machine-learning model. It is not a [manual action](https://support.google.com/webmasters/answer/9044175) nor a spam\naction. Instead, it's just a new signal and one of [many\nsignals Google evaluates](https://www.google.com/search/howsearchworks/how-search-works/ranking-results/) to rank content.\n\n\nThis means that some people-first content on sites classified as having unhelpful content could still rank well, if\nthere are other signals identifying that people-first content as helpful and relevant to a query. The signal is also\nweighted; sites with lots of unhelpful content may notice a stronger effect. In any case, for the best success, be\nsure you've removed unhelpful content and also are following all our [guidelines](/search/docs/essentials).\n\n\nThis update impacts English searches globally to begin with and we plan to expand to other languages\nin the future. Over the coming months, we will also continue refining how the classifier detects unhelpful content\nand launch further efforts to better reward people-first content.\n| Thank you to everyone who's submitted feedback. We received enough reports for this specific update and the feedback form is now closed, however for historical accuracy we left the link in the blog post.\n\n\nIf you have any feedback about this update, you can comment on this\n[thread in our help forum](https://support.google.com/webmasters/thread/176644600).\nIf you'd like to give us feedback specific to your site, you can use the\n[feedback form for this update](https://docs.google.com/forms/d/e/1FAIpQLSfiHK67MSjwH8U_dt-DFiMaT-Gp4IGxUmgzBGQcbgR-PQBpEA/viewform).\nWe use your feedback to help our engineers find ways to improve our systems overall.\n\n\nPosted by [Chris Nelson](https://www.linkedin.com/in/nelso), Search Quality"]]
