{"id":44954,"date":"2023-10-13T11:24:42","date_gmt":"2023-10-13T16:24:42","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=44954"},"modified":"2025-12-01T11:50:45","modified_gmt":"2025-12-01T17:50:45","slug":"google-helpful-content-update-data","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/google-helpful-content-update-data\/","title":{"rendered":"Google Helpful Content Update: What Our Data Shows"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Mediavine<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Google Helpful Content Update: What Our Data Shows<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Heather Tullos<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2023-10-13T11:24:42-05:00\">October 13, 2023<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p><em><strong>Post updated on October 18, 2023.<\/strong><\/em><\/p>\n\n\n\n<p>Let\u2019s talk about the elephant in the internet: Google\u2019s September Helpful Content Update.<\/p>\n\n\n\n<p>We turned to the data available to us across more than 10,000 sites to try to determine the volume of impact and potential causes for why some sites were hit by this update.<\/p>\n\n\n\n<p>It\u2019s important to note that we\u2019re bringing you this data <em>now<\/em> \u2014 as opposed to two weeks ago \u2014 because we needed to allow some of the dust to settle. Running these numbers while the update was ongoing would have given us incomplete results and it takes time to analyze the data and pull it into something shareable.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s get to it, shall we? Warning: Numbers ahead.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-many-sites-were-affected-by-the-hcu\">How Many Sites Were Affected by the HCU?<\/h2>\n\n\n\n<p>Of the 10,302 sites represented by Mediavine ad management \u2014 as of the writing of this article \u2014 607 were identified as having been negatively impacted by Google\u2019s Helpful Content Update.<\/p>\n\n\n\n<p>That\u2019s 5.8% of sites.&nbsp;<\/p>\n\n\n\n<p>We also discovered 1,170 sites which saw <strong>positive increases<\/strong> to their Google referral traffic coming out of the HCU.<\/p>\n\n\n\n<p>We know being part of that 5% feels huge to those whose sites were significantly impacted. But knowing whether or not your traffic decline is due to the HCU or is an organic decline over time helps us \u2014 and you \u2014 plan the next steps.<\/p>\n\n\n\n<p>So, how are we defining \u201csignificantly impacted\u201d? Glad you asked.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-our-hcu-methodology\">Our HCU Methodology<\/h2>\n\n\n\n<p>We started by looking at traffic across Mediavine publisher sites from the start of Q3 (so, July 1). Once we had start and end dates for the Helpful Content Update, we excluded those dates from the report. This was important to get clean data since the rollout was progressive across sites.<\/p>\n\n\n\n<p>We also looked at other sources of referral traffic and identified sites whose overall traffic from all sources had been on a steady decline since before the start of the HCU. The indication in those cases is that, while Google referral traffic may have gone down, the update wasn\u2019t the <em>primary<\/em> cause.&nbsp;<\/p>\n\n\n\n<p>Then we looked at the percentages of traffic increases and declines and grouped them like this:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>No Change<\/li>\n\n\n\n<li>Increase (greater than 5%)<\/li>\n\n\n\n<li>Decline between -5% and -20%<\/li>\n\n\n\n<li>Decline between -21% and -50%<\/li>\n\n\n\n<li>Decline less than -50%<\/li>\n<\/ul>\n\n\n\n<p>In this case, \u201cless\u201d means <em>more<\/em> <em>decline<\/em> since we\u2019re moving to the left on the number line.<\/p>\n\n\n\n<p>(Confusing, yes, but our data analysts assured me this is accurate. And trust me, I asked if they were sure.)<\/p>\n\n\n\n<p>From there, we filtered out sites making under $100 per week in gross revenue, not because these sites aren\u2019t important, but because comparing a 50% decrease in revenue on a site making $100 is vastly different from a 50% decrease on a site making $10,000.<\/p>\n\n\n\n<p>Both are 50%, and yes, both publisher groups matter tremendously. But the data sets can\u2019t be compared fairly.<\/p>\n\n\n\n<p>Now let\u2019s talk about revenue, because a drop in traffic should equal a drop in revenue, too, right?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-has-the-hcu-affected-revenue\">How Has the HCU Affected Revenue?<\/h2>\n\n\n\n<p>Across our publisher sites, we\u2019ve seen around an 11% decline in referral traffic from Google, <strong>but we have not seen a corresponding decrease in revenue<\/strong>. Revenue remains at a net 0% change, most likely due to the HCU timing.<\/p>\n\n\n\n<p>Since it coincided with <a href=\"https:\/\/www.mediavine.com\/ad-revenue-seasons\/\">the end of Q3 and the beginning of Q4<\/a>, advertisers were already primed to increase their spend, and what the data shows is that many sites which lost Google referral traffic <em>gained<\/em> traffic from other sources, like Pinterest or Facebook, or even from other websites.<\/p>\n\n\n\n<p>In fact, 40 of the 607 sites mentioned above experienced a <em>positive<\/em> gross revenue change despite a decline in traffic coming from Google.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-which-niches-were-affected-by-the-hcu\">Which Niches Were Affected by the HCU?<\/h2>\n\n\n\n<p>One of the questions we\u2019re asked most often whenever we\u2019re asked about data is \u201cwhich niches are ____.\u201d Insert anything from \u201cmost profitable\u201d to \u201cimpacted\u201d in that blank.<\/p>\n\n\n\n<p>It may look as if lifestyle niches were most impacted, but that\u2019s because lifestyle categories dominate Mediavine\u2019s inventory. These are the results we expect to see here.<\/p>\n\n\n\n<p>With that said, the breakdowns for the <strong>top 10<\/strong> niches affected \u2014 positively and negatively \u2014 are as follows:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"870\" height=\"790\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Increase.png\" alt=\"\" class=\"wp-image-44957\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Increase.png 870w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Increase-320x291.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Increase-768x697.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Increase-800x726.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Increase-407x370.png 407w\" sizes=\"auto, (max-width: 870px) 100vw, 870px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"870\" height=\"790\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Decline.png\" alt=\"\" class=\"wp-image-44955\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Decline.png 870w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Decline-320x291.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Decline-768x697.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Decline-800x726.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Traffic-Decline-407x370.png 407w\" sizes=\"auto, (max-width: 870px) 100vw, 870px\" \/><\/figure>\n\n\n\n<p>There are times when we can say, definitively, that some niches are hit harder than others.<\/p>\n\n\n\n<p>Travel sites following a pandemic, for instance.<\/p>\n\n\n\n<p><strong>This is not one of those times.&nbsp;<\/strong><\/p>\n\n\n\n<p>The top three niches across both positive and negative impact groups were the same and represent three of the four most high traffic niches on the internet.<\/p>\n\n\n\n<p>There\u2019s not a lot of evidence to support a claim that sites in certain niches were impacted more heavily than others once we acknowledge that the most heavily impacted niches are also the most abundant.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-are-higher-ad-density-settings-related-to-the-hcu\">Are Higher Ad Density Settings Related to the HCU?<\/h2>\n\n\n\n<p>Based on the data available to us across more than 10,000 sites, we do not have any reason to believe that sites running more Mediavine ads \u2014 or fewer \u2014 were more heavily impacted by the Helpful Content Update.&nbsp;<\/p>\n\n\n\n<p>The data about ad density and the HCU is pretty agnostic.<\/p>\n\n\n\n<p>Sites running all configurations of ad density settings were impacted, and sites running <em>recommended<\/em> density settings were impacted at the same rate (12%) across both Desktop and Mobile settings \u2014 even while representing 54% and 93% of publishers respectively.<\/p>\n\n\n\n<p>Let\u2019s talk about ad density for a second.&nbsp;<\/p>\n\n\n\n<p>Ad density, according to the Coalition for Better Ads, is about <a href=\"https:\/\/www.mediavine.com\/how-many-ads-does-mediavine-run\/\"><em>density<\/em> rather than <em>quantity<\/em><\/a>. This means that the number of ads served on your site should be relative to the length of your content.<\/p>\n\n\n\n<p>If your content is short, you\u2019ll serve fewer ads. If your content is longer, you\u2019ll serve ads proportionate to the length of your content.<\/p>\n\n\n\n<p>Our recommended ad density setting for Mobile is 28% (20% on Desktop). The CBA recommends a 70\/30 split between content and ads, and our recommendation for Desktop in-content ads is actually <em>lower<\/em> than CBA suggestions because it provides a better user experience.<\/p>\n\n\n\n<p>No matter which frequency you choose in your Mediavine Dashboard, we will never run more ads than your content can support, on Desktop or Mobile.<\/p>\n\n\n\n<p>Your readers and your revenue are our top priorities.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-so-what-do-we-do-now\">So, What Do We Do Now?<\/h2>\n\n\n\n<p>In short, nothing drastic.<\/p>\n\n\n\n<p><strong>It\u2019s Q4<\/strong>.<\/p>\n\n\n\n<p>We\u2019re still learning about the HCU and monitoring its impact, just like the rest of the industry. Plus, there are two <em>additional<\/em> updates running concurrently right now.<\/p>\n\n\n\n<p><strong>Now is not the time to adjust ad density settings because ad spend is ramping up. <\/strong>And when you change something like the number of ads you\u2019re serving \u2014 especially if you\u2019re <em>lowering <\/em>your density because someone without data claims too many ads are the cause of your troubles \u2014 you\u2019re hurting your earning potential from all the <em>other<\/em> traffic sources out there.<\/p>\n\n\n\n<p>Google\u2019s blog on <a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/creating-helpful-content\">what constitutes helpful content<\/a> and how to evaluate your site is a great reference, but it requires evaluating your content objectively. Sometimes, we\u2019re just too close to our own content to be able to evaluate it effectively.<\/p>\n\n\n\n<p>This is where content optimization tools or mastermind peer groups can come in handy. Letting a tool or another human you trust give you unbiased feedback can eliminate some of the difficulties we experience when editing and evaluating our own content.<\/p>\n\n\n\n<p>When updates like this happen and your site is impacted, it\u2019s natural to want to know <em>why<\/em>. No one wants to see their hard work vanish overnight.&nbsp;<\/p>\n\n\n\n<p>Unless Google itself says \u201cwe hit your site,\u201d and provides a reason, a lot of the evidence being presented for why some sites were impacted is anecdotal, reminding me of an important phrase in statistics: <strong>correlation does not imply causation<\/strong>.<\/p>\n\n\n\n<p>We have a dedicated team who will continue to monitor and diagnose the HCU and other updates, and we\u2019re looking deep into our data to see if there are any definitive commonalities across sites.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Update:<\/h2>\n\n\n\n<p>Regarding the exclusion of sites making under $100\/week in gross revenue before the HCU: That $100 gross revenue per week refers <em>only<\/em> to revenue coming from Google traffic. Some sites are absolutely killing it at Pinterest referral traffic with almost none coming from Google.<\/p>\n\n\n\n<p>We initially reported this in a way that indicated we had excluded<em> all <\/em>low-revenue sites, which wasn\u2019t the case, and we apologize for the error.&nbsp;<\/p>\n\n\n\n<p>In our analysis, we controlled for declines in Google referral traffic against referral traffic from other sources.<\/p>\n\n\n\n<p>In trying to isolate whether Google\u2019s HCU was the cause for a site\u2019s traffic decline, we have to exclude sites whose traffic from other sources is either increasing\/holding steady or declining slightly (up to -10%) during the same time frame. Otherwise, we\u2019re just reporting on a site&#8217;s overall traffic decline and not the Helpful Content Update specifically.<\/p>\n\n\n\n<p>In the spirit of being thorough, we ran the data again and adjusted for publishers whose referral traffic from other sources was declining but whose rate of HCU traffic decline was at least two times greater.<\/p>\n\n\n\n<p>That brought us to 795 publishers with a negative traffic impact. We also examined the way that Google Discover traffic reports through GA4 and found another three publishers impacted, which brings us to a total of 798, or 7.7% of Mediavine publishers.<\/p>\n\n\n\n<p>Next steps for us? Looking at commonalities to try and determine connecting factors, keeping in mind that <strong>correlation does not mean causation<\/strong>.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/93555fcf23e5c18461c091ebdc76615a5fdf001119201ebe33c52d25da390be6?s=96&#038;d=blank&#038;r=g' 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class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 From Social to Site: Mediavine&#8217;s Vertical Video Ads Are Live Publisher-produced video content is where the market is moving, and with this release, the videos you\u2019ve produced for social media can have additional value on your website.&nbsp;&nbsp; While others are still testing the waters, Mediavine already supports&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/monetize-the-vertical-video-content-you-already-have\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Monetize the Vertical Video Content You Already Have\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div 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Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 6, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Search is changing. Traffic is less predictable. Advertisers are getting more selective. Platforms are pulling value inward. None of this is new. What\u2019s new is the speed at which it\u2019s happening. The publishers who win next are not chasing loopholes or waiting for the next algorithm update&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/how-publishers-win-in-the-next-era-of-the-internet\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about How Publishers Win in the Next Era of the Internet\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1024x576.jpg\" class=\"attachment-large size-large\" alt=\"Photograph of Mediavine&#039;s Amanda Martin and Butler\/Till&#039;s Scott Ensign on stage at MVCon 2025\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1024x576.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-320x180.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-768x432.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1536x864.jpg 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-680x383.jpg 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1280x720.jpg 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Mediavine<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">How to Create Content Advertisers Will Pay More For<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 6, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 If your goal is higher CPMs, steadier demand, and stronger long-term revenue, here\u2019s the uncomfortable truth: Advertisers are not paying more for more content; they\u2019re paying more for better environments, better audiences, and better experiences. That shift is already happening. Quietly. Algorithmically. And at scale. At MVCon,&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/how-to-create-content-advertisers-will-pay-more-for\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about How to Create Content Advertisers Will Pay More For\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 Post updated on October 18, 2023. Let\u2019s talk about the elephant in the internet: Google\u2019s September Helpful Content Update. We turned to the data available to us across more than 10,000 sites to try to determine the volume of impact and potential causes for why some sites were hit by this&#8230;<\/p>\n","protected":false},"author":44447,"featured_media":45399,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[10],"tags":[],"audience_post":[134],"class_list":["post-44954","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mediavine","audience_post-publishers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Google Helpful Content Update: What Our Data Shows - Mediavine<\/title>\n<meta name=\"description\" content=\"We&#039;re digging into the data across our 10,000 publisher partner sites to determine the impact of the recent Google Helpful Content Update.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/google-helpful-content-update-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Helpful Content Update: What Our Data Shows\" \/>\n<meta property=\"og:description\" content=\"We&#039;re digging into the data across our 10,000 publisher partner sites to determine the impact of the recent Google Helpful Content Update.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/google-helpful-content-update-data\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-13T16:24:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-01T17:50:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Helpful-Content-Blog-Feature-Image-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"736\" \/>\n\t<meta property=\"og:image:height\" content=\"440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Heather Tullos\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Heather Tullos\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/google-helpful-content-update-data\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/google-helpful-content-update-data\/\"},\"author\":{\"name\":\"Heather Tullos\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/3aa8ab656b56bd511115f253299b17e3\"},\"headline\":\"Google Helpful Content Update: What Our Data Shows\",\"datePublished\":\"2023-10-13T16:24:42+00:00\",\"dateModified\":\"2025-12-01T17:50:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/google-helpful-content-update-data\/\"},\"wordCount\":1573,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/google-helpful-content-update-data\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/10\/Helpful-Content-Blog-Feature-Image-1.png\",\"articleSection\":[\"Mediavine\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/google-helpful-content-update-data\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/google-helpful-content-update-data\/\",\"name\":\"Google Helpful Content Update: What Our Data Shows - 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