Last year, Google launched the “helpful content update” (HCU) to prioritize content created by real people with firsthand experience, aiming to combat SEO farms producing low-quality content. This update aimed to elevate authentic sources like online forums in search results, prioritizing user-generated content from platforms like Reddit.
Nomadic Matt sitting and thinking on the steps in Barcelona, Spain, contemplating the future of travel blogging
This shift has significantly impacted search results, often prioritizing older forum discussions over more concise, up-to-date information. While helpful in some instances, this change has also led to difficulties finding relevant and current information. A simple search for a gym in Munich, for instance, might yield outdated Reddit threads rather than a list of local gyms.
While user complaints may prompt Google to refine the HCU, its impact on blogs, especially single-destination websites lacking a clear expert voice, has been substantial. These sites were particularly affected by the update, highlighting the vulnerability of bloggers to algorithm changes.
Bloggers have always been at the mercy of algorithms, whether on social media or search engines. These recent changes from Google, however, are some of the most drastic in the past sixteen years. Many bloggers have experienced significant traffic drops, with some seeing their website traffic plummet to zero, prompting many to abandon blogging altogether for traditional employment.
This shift has led many to speculate about the future of blogging. Google’s increasing emphasis on ads, embedded widgets, and sponsored content further pushes organic content down in search results. People are increasingly turning to social media platforms like TikTok for information, thanks to improved search functionalities within these apps.
The rise of AI content generation also adds another layer of complexity to the landscape. While AI-generated content is often generic and formulaic at present, its continued development poses a potential challenge for human creators.
The biggest current challenge for content creators, however, remains search engine visibility. Blogs, once the dominant source of online information, are facing increasing competition from short-form video content. While blogs are unlikely to disappear entirely, they may no longer hold the same prominent position as a primary source of information. Google’s HCU reinforces this trend, suggesting a devaluation of blog content in the eyes of the search giant.
Bloggers must adapt by diversifying their content creation and income streams. Exploring alternative formats like podcasts, videos, and social media engagement is crucial. Building a strong brand and personality on social media is essential, moving away from anonymous destination websites and reliance on affiliate marketing and ad revenue.
Even if Google revises the HCU, the trend towards diversified content creation is clear. Established bloggers may increasingly shift towards other mediums, exploring options like 360° video or other emerging technologies. As blog traffic declines, updates may become less frequent as bloggers adapt to this evolving landscape.
This raises questions about the future of search results themselves. If content creation declines due to decreased visibility, what content will Google have to offer? What will happen to the AI scraping practices that rely on existing blog posts?
Travel content creation is likely to continue, but its scale may decrease as creators focus on other formats and ventures. Blogs will become a smaller piece of the content puzzle. Branded searches may become more prevalent, allowing users to bypass generic search results and go directly to trusted sources. Alternatively, users may increasingly turn to alternative search engines like Bing and DuckDuckGo.
Ultimately, blogs are unlikely to disappear completely. They will likely retain a role similar to guidebooks: useful and relevant, but not as dominant as they once were.
