Recovering Your Website Traffic After Google Updates: A Comprehensive Step-by-Step Guide

If you've noticed a sudden drop in your website's traffic, you might have been affected by one of Google's Core Updates or the Helpful Content Update (HCU). Don't worry—you can recover your lost traffic and rankings. This guide will walk you through the steps to fix your website and regain your position in search results.

Understanding Google Updates

What Is a Google Core Update?

A Google Core Update is a significant change to Google's search ranking algorithms. These updates aim to improve the relevance and quality of search results for users. Unlike smaller updates that target specific issues or types of content, Core Updates have a broad impact on many websites across different industries.

These updates reassess and re-rank search results overall. They don't target specific pages or sites but evaluate the content available on the internet to provide the most relevant results. As a result, some websites may experience gains in search rankings, while others may see significant drops. Google releases these updates several times a year, often leading to noticeable fluctuations in search results.

What Is the Helpful Content Update (HCU)?

The Helpful Content Update focuses on promoting content that is genuinely useful to users. It targets sites with content created mainly to rank well in search engines rather than to help people. The HCU uses artificial intelligence and machine learning to assess content across websites and identifies if a significant portion of the content is considered unhelpful.

If a site has a high amount of unhelpful content, it may be affected across the entire site, not just individual pages. This means that even your high-quality content could suffer in rankings if your site also hosts low-quality content. The update encourages content creators to focus on providing information that is insightful, well-researched, and genuinely useful to users.

Why Are These Updates Important?

Understanding these updates is crucial because they affect your website differently. Knowing which update impacted your site helps you take the right steps to recover. If you misidentify the issue, you might implement fixes that don't address the problem, or worse, cause further harm to your site's rankings.

Identifying Which Update Affected You

To determine which update affected your website, check your Google Search Console (GSC) or Google Analytics 4 (GA4) stats to see when you started losing traffic.

• Traffic Drop in September or October 2023: Likely due to the HCU.
• Traffic Drop in March or August 2024: Possibly caused by a Core Update.
• Affected by Both: It's possible to be hit by both updates, especially if your site has issues that fall under both content quality and technical SEO.

Recovering from the Helpful Content Update

The HCU is about ensuring your content is genuinely helpful to users. Google evaluates content based on several factors, including user interaction, content quality, and signals from external sources.

The HCU Content Analysis Hierarchy

Image explaining Google HCU content analysis hierarchy

This hierarchy illustrates how Google assesses content:

Non-AI Content:

While AI-generated content is allowed, manually written content tends to perform better.

Manually crafted content often provides deeper insights and a unique perspective.

Grammar and Readability:

Well-written text with correct grammar and spelling ranks higher.

Clear and concise language improves user experience.

Off-Page Interaction:

Social media shares, likes, and comments can boost your content's visibility.

Public relations efforts and mentions on other websites contribute to authority.

On-Page Interaction:

High engagement metrics like time on page, low bounce rates, and conversions signal quality.

Interactive elements like videos, infographics, and quizzes can enhance user engagement.

Steps to Fix HCU-Related Issues

1. Review and Update Old Content:

Audit Your Content:

Go through your website and identify posts that are older than two years and receive little to no traffic.

Remove or Update Outdated Posts:

Delete irrelevant or outdated content.

For removed pages, set up 301 redirects to relevant newer pages or your homepage to preserve any existing SEO value.

Refresh Valuable Content:

Update older posts with new information, images, or statistics to make them relevant again.

1. Improve Content Relevancy and Quality:

Match User Intent:

Ensure your content answers the questions users are asking.

Use tools like Google Trends or keyword research tools to understand what your audience is searching for.

Enhance Depth and Insight:

Provide comprehensive coverage of your topics.

Include examples, case studies, or personal experiences to add value.

1. Target Long-Tail Keywords:

Find Niche Topics:

Use keyword research tools to find specific phrases with lower competition.

Incorporate Synonyms and Related Terms:

This helps capture a broader range of search queries and improves relevance.

Optimize Meta Tags:

Use descriptive and keyword-rich titles and meta descriptions.

1. Check and Improve Grammar and Readability:

Use Grammar Tools:

Utilize tools like Grammarly to identify and correct errors.

Simplify Language:

Write in clear, straightforward language appropriate for your audience.

Break Up Content:

Use headings, bullet points, and short paragraphs to make content easy to read.

1. Leverage Social Media and External Platforms:

Share Your Content:

Post your articles on social media platforms like Facebook, Twitter, LinkedIn, and others relevant to your niche.

Encourage Engagement:

Ask questions or create polls to encourage comments and shares.

Collaborate with Influencers:

Partner with industry influencers to expand your reach.

1. Enhance User Experience (UX):

Improve Site Navigation:

Ensure your site is easy to navigate with clear menus and internal links.

Optimize for Mobile Devices:

Use responsive design so your site looks good on all screen sizes.

Add Interactive Elements:

Incorporate videos, images, and infographics to keep users engaged.

1. Optimize Site Performance:

Use PageSpeed Insights:

Identify and fix issues that slow down your site.

Compress Images:

Use image compression tools to reduce file sizes without losing quality.

Minimize Code:

Reduce unnecessary code to speed up page loading times.

Dealing with Google Core Updates

If you lost traffic during the Core Updates in March or August 2024, focus on the technical aspects of your website. Core Updates address a broad range of factors, including technical SEO, user experience, and content quality.

Most of the data you need to fix this can be found in Google Search Console (GSC), Google Analytics 4 (GA4), PageSpeed Insights, Google Business Profile (GBP, formerly Google My Business, GMB), and Google Merchant Center (GMC)—namely, the Google ecosystem. But if you need to compare against your competition, you may need to use external tools like Ahrefs, SEMrush, or similar.

Steps to Fix Core Update-Related Issues

1. Review Recent Changes to Your Website:

Audit Website Changes:

Look back over the past 30 days before the traffic drop.

Identify any updates, plugins installed, or code changes.

Revert Problematic Changes:

If a recent change coincides with the traffic drop, consider reversing it.

1. Use PageSpeed Insights to Identify Technical Issues:

Analyze Performance Metrics:

Focus on accessibility, best practices, and SEO scores.

Fix High-Priority Issues:

Address red flags or critical issues first.

(Example image of PageSpeed Insights displaying issues)

1. Validate Your Website's Markup:

Check Schema Markup:

Use a schema validator tool to ensure your structured data is correct.

Fix or Remove Errors:

Incorrect schema can lead to penalties; it's better to have none than faulty markup.

1. Check for Console Errors in Your Browser:

Access the Console:

Open your website and use developer tools to check for JavaScript errors.

Common Shortcuts to Open Developer Tools:

Google Chrome:

Windows/Linux: Ctrl + Shift + I or F12

Mac: Cmd + Option + I

Mozilla Firefox:

Windows/Linux: Ctrl + Shift + I or F12

Mac: Cmd + Option + I

Safari (Enable Develop Menu First):

Mac: Cmd + Option + I

Identify and Fix Errors:

Look for errors in red text and resolve them, possibly with the help of a developer.

1. Remove Unnecessary Features or Scripts:

Eliminate Problematic Code:

Features like right-click disabling scripts can cause more harm than good.

Simplify Your Site:

Remove any plugins or scripts that are not essential.

1. Improve Technical SEO:

Optimize Meta Tags:

Ensure all pages have unique and descriptive title tags and meta descriptions.

Fix Broken Links:

Use a tool to find and fix any 404 errors or broken links.

Create an XML Sitemap:

Submit it to Google Search Console to help with indexing.

If Affected by Both HCU and Core Updates

When hit by both updates, it's crucial to address both content and technical issues.

Assess and Enhance Your Content:

• Remove low-quality content.
• Improve existing content for relevancy and depth.

Review and Update Your SEO Strategy:

• Stay updated with the latest SEO best practices.
• Avoid outdated techniques like keyword stuffing or buying backlinks.

Understand and Follow Google Guidelines:

• Regularly read Google's Webmaster Guidelines.
• Ensure your site complies with all recommended practices.

Analyze Your Competitors:

• Identify why competitors may have outranked you.
• Look for gaps in your content or technical setup.

Proper Header Hierarchy for SEO

Using the correct header structure improves both accessibility and SEO.

Example of Correct Header Nesting:

<h1>Page Title</h1>

<h2>Main Content Section</h2>

<h3>Subsection</h3>

<h4>Detail</h4>

Best Practices:

• Do not skip header levels (e.g., don't jump from <h2> to <h4>).
• Use headers to structure your content logically.
• Avoid using header tags purely for styling purposes.

When Additional Help Is Needed

If you've tried the above steps and still haven't regained your traffic, it might be time to seek professional SEO assistance.

Get a Full SEO Audit:

Benefits:

• Identifies hidden issues you might have missed.
• Provides a comprehensive action plan.

What to Expect:

• Technical analysis, content review, backlink profile examination.

Hire an SEO Professional or Agency:

Expertise:

• Professionals can implement fixes and develop a tailored strategy.

Hands-On Approach:

• They handle the work, allowing you to focus on your business.

Invest in Ongoing SEO Support:

Long-Term Benefits:

• Continuous improvement and adaptation to algorithm changes.

Commitment:

• Usually involves a 6 to 12-month contract.

Services Included:

• Regular audits, content creation, link building, and monitoring.

Final Thoughts

Recovering from Google updates requires patience and a systematic approach. Regularly update your content, keep up with Google's changes, and invest time in both technical and content-related improvements. Remember, SEO is not a one-time task but an ongoing process essential for your website's success.

By following this comprehensive guide, you can take proactive steps to recover your lost traffic and improve your site's overall performance. Stay committed to providing valuable content and a great user experience, and you'll increase your chances of climbing back up the search rankings.