Creating Helpful Content in the Age of AI and E-E-A-T

In this conference session, you will learn about Google’s latest algorithm updates and how they are impacting the SERPs. The session will delve into Google’s various ranking systems, including the recently launched Helpful Content system, and explore how sites can future-proof their content strategies for sustainable organic traffic growth. Specifically, you will discover how Google’s (un)helpful content classifier can impact site-wide ranking and how certain categories of sites, such as aggregator and low-quality affiliate sites, have been impacted. The session will also examine the role of AI content in supporting website growth, with Google’s recommended best practices for using AI in content creation. Lastly, the session will highlight key takeaways, including the importance of focusing on content quality and E-E-A-T, investing in authors’ online reputation, and staying within your expertise.