Google’s Internal Leak Reveals Key Insight: Small Brands Must Prioritize Original Content

In recent years, Google has made it clear: content for people matters most. With the rollout of the Helpful Content Update (HCU) in 2022–2023, Google added a new site-wide classifier designed to demote content that feels “created primarily for search engines, not for people”. 

Official guidance explains that the HCU “aims to better reward content where visitors feel they’ve had a satisfying experience, while content that doesn’t meet a visitor’s expectations won’t perform as well.” 

In practice, this means pages need to deliver genuine value: deep expertise, clear answers, or original perspective. Google’s announcement for the March 2024 core update explicitly aimed to reduce “unoriginal content” by roughly 40%, surfacing more truly helpful information.

Behind the scenes, even more clues have emerged. A trove of leaked Google internal documents – spanning thousands of pages – has given SEO experts an unprecedented peek at the company’s ranking factors. Interestingly, the leaks reveal that Google values originality highly — it even gives short content an “OriginalContentScore” to measure how new or unique it is.

Industry analysts summarise the takeaway bluntly: “Original, helpful content beats copycat fluff in the long run”.

In this article, we analyse how HCU reshaped Google’s algorithm, what the leaked docs reveal about content quality, and how SEO professionals can adapt by doubling down on creativity, expertise, and the human angle.

What Is Google’s Helpful Content Update?

Google rolled out its first Helpful Content Update on August 25, 2022. It expanded further in 2023, with a major refresh launched in September 2023. These updates introduced a site-wide ranking signal driven by machine learning classifiers. 

In effect, Google’s systems automatically identify sites with large amounts of “unhelpful” or low-value content (for example, pages that feel spun, auto-generated, or shallow) and downrank them. 

Conversely, sites with primarily user-centric, original content are rewarded. As Google’s Search Central blog explains, HCU “rewards content that satisfies users and penalises content primarily created for search engines.”

Importantly, HCU is not a one-off penalty, but a continuous signal. Google said removal of unhelpful content can eventually restore ranking; the system re-evaluates sites over time.

The update was later folded into Google’s main core algorithm (especially in the March 2024 Core Update), meaning the helpful-content signal now works alongside thousands of other ranking signals. In sum, Google’s goal is to “surface the most helpful information on the web and reduce unoriginal content in search results.”

How HCU Changed Google’s Ranking Signals

Technically, Google’s Helpful Content system works via a machine-learned classifier that labels content as “helpful” or not. As Search Liaison explains, the model effectively assigns a thumbs-up or thumbs-down to pages: “a site with just a little unhelpful content gets a smaller thumbs down than a site with a lot of it,” and that signal is weighted among thousands of other factors. 

In practical terms, this means a sprinkle of thin pages might not doom a site, but pervasive auto-generated content will. The helpful-content signal is just one factor of many – Google emphasises that it is integrated with links, relevance, and other quality systems.

Because HCU is a “site-wide signal,” individual pages are scored in the context of the whole site. One consequence: even high-quality pages can suffer if surrounded by lots of spam or filler. 

As Surfer SEO’s analysis found, “some of the most detailed, well-researched content saw massive drops” under HCU, and “authority sites weren’t safe” if they had weak content elsewhere. In other words, Google looks at the overall content ecosystem – including user-engagement metrics and link profiles – not just isolated articles.

Alongside the Helpful Content classifier, Google has been fine-tuning other quality signals. For example, the March 2024 update combined HCU lessons with refreshed spam policies and improved ranking systems. Google reported that after these changes, they expect about 45% less low-quality, unoriginal content in results compared to pre-2022 levels. 

The net effect on the algorithm is a stronger bias toward originality, depth, and user satisfaction. For SEOs, that means the era of “write a shallow post and sprinkle keywords” is over – the formula now rewards creativity and expertise.

Who Won and Lost: Rankings & Traffic Shifts

So what happened in the wild?

SEO data and case studies paint a mixed picture. On one hand, many sites saw dramatic drops. According to one network’s analysis of 10,000 publishers, about 5.8% of sites were identified as negatively impacted by the September 2023 HCU. 

In those cases, organic search traffic plunged. Surfer SEO’s study of hundreds of websites similarly found that sites with spammy link profiles or automated content saw steep declines. “Even if your content didn’t change, your rankings dropped because your links became weaker,” Surfer reports, showing that Google devalued link farms and low-quality backlink networks as part of HCU.

The remaining 94% of sites were mostly unaffected or even gained traffic. Mediavine, a large ad network, found that 1,170 sites (about 11.4% of its sample) saw positive traffic changes post-update. 

In fact, Mediavine noted an overall ~11% drop in Google referral traffic across its publishers, but revenue did not decline, as lost Google visits were often offset by gains from other sources (social media, newsletters, etc.). This suggests that while HCU penalised some “content for Google” sites, others that genuinely attracted user engagement often fared well.

Notably, even “big” or well-known sites were not immune. Some established media and publishing brands saw dips if they had thin or unoriginal content sections. Surfer SEO notes: “High-quality content got hit too. Some of the most detailed, well-researched content saw massive drops”. 

In practice, many sites combed through analytics to identify which pages triggered the HCU signal. Google’s guidance hints at this: removing or improving unhelpful content can lift a site over time. In contrast, sites emphasising unique expertise or exclusive information often gained visibility.

Across the web, an important theme emerged: user engagement matters more than ever. Experts point out that Google now closely measures how real people interact with content – metrics like dwell time, repeat visits, and depth of visit count. 

The leaked docs confirm this: Google tracks clicks and “unsquashed” (legitimate) clicks, and it counts how long users stay (“lastLongestClicks” and “goodClicks” in NavBoost data).

The bottom line is: if people quickly bounce from your page, it signals a bad experience; if they stay and explore, you’re more likely to rank well.

The SEO Realities Today

To sum up, HCU and related updates have reshaped the SEO landscape. Sites that still succeed often share these traits: original insights, expert perspective, and a clear focus on helping the user.

One SEO author summarises, “the leak confirms what we have always believed: original, helpful content beats copycat fluff in the long run”. Conversely, sites overloaded with generic blog posts, content scraped from other sources, or AI-written text saw their visibility decline.

In numbers, Google reported they now see 45% less “unoriginal” content in search results after these changes. Anecdotally, forum and Q&A communities (e.g. Reddit, Quora) have enjoyed higher ranking placements for answers, since they often contain real people’s experiences – exactly the kind of content HCU rewards. On the flip side, many content farms, loosely related affiliate sites, and article-spinning services got penalised.

Ultimately, Google’s message is clear: create for humans first. As one official Q&A put it, if you answered “yes” to questions like “Is the content primarily to attract people from search engines?” or “Are you using extensive automation to produce content?” – then your site might fall foul of HCU. The algorithm now privileges satisfying, in-depth content written with a genuine audience in mind.

Insights from the Leaked Google Docs: Originality and Beyond

In May 2024, thousands of pages of Google’s internal search documentation were leaked online. These disclosures – while not an official Google communication – have given SEO professionals a rare look at what Google’s engineers are tracking. Crucially, the leaked docs mention over 14,000 ranking attributes covering content, links, and user behaviour. Among them, originality jumps out.

One key takeaway: Google explicitly scores original content on short pages. The leak revealed an attribute called OriginalContentScore (a 7-bit value) that applies only to pages with “little content”. As iPullRank explains, “The OriginalContentScore suggests that short content is scored for its originality”. 

In practice, this means Google doesn’t just favour longer articles – it wants any page (especially a short one) to offer something unique. Shallow, thin pages made up mostly of generic information may receive a low originality score. By contrast, even a concise article that brings new examples, personal tips, or a novel angle can score higher.

Other documented factors echo the themes of HCU. For instance, the docs reference a titlematchScore that measures how well a page’s title matches the user’s query – a reminder that relevance is still key. 

There are indicators like titlematchScore and others (for example, spam or link-quality metrics) alongside this new originality score. The leaked content also mentions engagement signals (NavBoost) like “badClicks vs. goodClicks”, reinforcing that Google continues to measure user satisfaction.

What does all this mean for originality?

Multiple sources summarised it succinctly. The WordStream SEO Trends report notes that Google’s leaked API docs explicitly reference “OriginalContentScore” as a ranking factor: “This means Google does indeed consider how novel the information on a webpage is before deciding where to place it in the SERPs”. 

Animalz’s analysis goes further: they advise content creators to “embrace originality and opinion” – not just regurgitating others’ work – because unique ideas are more likely to earn attention (and links). In short, the internal evidence (leaked or official) points to originality as a positive ranking signal.

Even outside of leaks, Google’s public guidance has long hinted at originality. For example, they recommend demonstrating “first-hand expertise” and “depth of knowledge” – content a reader would find useful if they came directly to the site. 

The HCU announcement explicitly warns against summarising what others have said without adding value. Now the leaks show Google has gone a step further, actually quantifying originality to downrank copycat pages.

SEO Expert Reactions

Industry leaders and analysts have chimed in, reinforcing these findings. Rand Fishkin (SparkToro) and Mike King (iPullRank) – who reviewed the leaked docs – highlight that much of what Google “lied about” publicly was exposed. 

They note that Google does indeed use click and engagement data, and that aspects like subdomain treatment and content duplication are more nuanced than stated. Rand emphasises that Google built these systems to serve users, implying SEO should too.

Tim Metz from Animalz content marketing says the leak backs up what we’ve known all along — original and useful content always outperforms generic, copied material over time. He and his team distilled advice like prioritising user engagement (“metrics like dwell time, pages per session, and repeat visits are critical ranking factors”) and investing in brand reputation. 

Another voice, Kasra Dash at Surfer SEO, found in his study that site-wide quality matters more than just individual pages; he reports, “We found toxic links and poor site structure often explained HCU hits more than single-page content quality.”

SEO veterans also stress original research and expertise. Ahrefs’ CMO Tim Soulo (via WordStream) put it neatly: ditch the generic “content” label and “focus on the ways you generate information that no other source can provide”. 

Brooklin Nash of Beam Content similarly advises, “Nothing in content marketing beats 45 minutes with an SME (except for maybe original benchmark data).”

In short, time spent interviewing experts or doing unique experiments pays dividends.

Strategies for Human-First Content

Given these trends, SEO content strategy needs to evolve. Below are practical steps to adapt:

1. Know your audience and answer their needs

Always start with a clear idea of who you’re writing for. “People-first” content means addressing real questions readers have. Google’s checklist asks whether users finish feeling “satisfied” or have to search again. Aim to cover a topic thoroughly enough that your visitors leave feeling they’ve achieved their goal. If not, consider adding more detail, examples, or actionable advice.

2. Prioritise originality and expertise

Stand out by bringing something new. Include personal insights, case studies, data, or examples you gathered. As one SEJ analysis suggests, “real websites with real humans behind them” are rewarded. Make sure each piece has a clear author or expert profile.

Whenever possible, interview subject-matter experts (SMEs) or draw on primary sources: as industry pros note, nothing beats original interview time or unique data. Google’s guidance explicitly warns against “summarising what others have to say without adding much value.”

3. Optimise for engagement, not just keywords

Use formatting and media to keep readers interested. Break long text with headers, bullet points, images, or videos. Consider adding a table of contents for long posts to improve navigation (enhancing “dwell time” as CMSWire suggests). Check user metrics: are people clicking through multiple pages or bouncing immediately?

The leaked docs show Google measures sophisticated click behaviour, so focus on creating content that invites exploration – interlink related articles, use contextual links, and engage with interactive elements when relevant.

4. Clean up your site

Audit your content library and remove or improve weak pages. Animalz advises consolidating and pruning: refresh old content, merge duplicate topics, or delete irrelevant pages. Remember, “your site is as strong as your weakest content”.

Eliminating low-value pages helps the site’s overall reputation (and can improve the ranking of your best content). Redirect old links to updated articles, and ensure every page offers something worthwhile.

5. Build trust and authority

With E‑E‑A‑T (Expertise, Experience, Authoritativeness, Trustworthiness) still important, make your credentials visible. Provide author bios, cite reputable sources, and, if applicable, show that the content has been reviewed by experts.

The leaked guidance hints that signals like brand strength may be a factor (“brand might be the X factor in rankings”). Digital PR and thought leadership help here – getting high-quality backlinks and mentions from authoritative sites boosts both SEO and brand trust.

6. Engage on your audience’s platforms

Don’t rely solely on Google. Share content on social media, email newsletters, and niche communities. Animalz recommends meeting users where they are and driving them back to your site.

This increases direct traffic and repeat visits, which can indirectly signal engagement to Google. Forum content has been on the rise in SERPs, so participating in relevant Reddit, Quora, or industry forums can attract attention and link opportunities.

7. Be mindful of AI tools

While AI writing helpers can spark ideas, avoid publishing AI content verbatim. Google explicitly cautions against “extensive automation” in content creation. If you use AI, heavily edit the output: add personal anecdotes, verify facts, and inject your unique angle. The goal is to ensure the final product reflects real insight, not just plausible text.

8. Focus on long-term value

SEO is a marathon, not a sprint. Consistent, useful content will accrue traffic over time. The leaked docs and HCU remind us there are no shortcuts. Regularly revisit and update content to keep it fresh (Google’s freshness algorithm likes new dates), but do so thoughtfully – substantive updates beat cosmetic changes. Track performance: if rankings slip, analyse whether those pages still help users. Then refine.

9. Use data and empathy

Finally, leverage analytics and feedback. Look at search queries leading to your site: are they mostly answered by your content? If not, consider adding FAQs or clarifications. Read comments and surveys to understand confusion points. Always write as if a real person is on the other side of the screen. Overall, the rule is: write for readers, not algorithms.

As one strategy guide puts it, earn “your audience’s attention and affection with original content — chances are, Google will reward you, too.”

Looking Ahead

Google’s Helpful Content Update and the surrounding algorithm changes signal a clear direction: quality over gimmicks. In 2025 and beyond, search rankings will favour the sites that prioritise authenticity. The leaked internal docs and official statements reinforce each other: algorithmic tweaks amplify what Google has always said publicly – serve users first.

For SEO professionals and content creators, this means doubling down on what machines find hard to fake: creativity, expertise, and genuine usefulness. Invest in your brand, your experts, and your unique insights. As Google’s own advice reminds us, answer visitors’ questions thoroughly, demonstrate first-hand knowledge, and make sure readers leave feeling satisfied.

In practice, this might look like fewer clickbait headlines and thin listicles, and more in-depth guides, case studies, or interactive tools. It might mean collaborating with subject-matter experts for interviews or data. It certainly means editing out any fluff or duplicated text.

The evidence is mounting that these investments pay off. Early adopters of this human-first approach often report their rankings stabilising or even improving amid Google’s shakeups.

One SEO content strategist sums it up: “Please, readers first, and the algorithm second.”

By focusing on originality and user experience – in alignment with both Google’s stated goals and what the leaks suggest the algorithm rewards – content creators can thrive in this new era. In the end, if we give Google’s users what they want, Google will reward us for it.

Sources

• Animalz, “Google’s Leaked Docs Confirm What We Knew: Originality Matters in SEO,” Animalz Blog, May 2024. animalz.co/blog/google-leaked-docs-originality-seo

• Animalz, “How Originality Builds Trust (and Traffic),” Animalz Blog, Apr. 2023. animalz.co/blog/how-originality-builds-trust

• Animalz, “What Is Content Pruning? (And Why It Works),” Animalz Blog, Jan. 2024. animalz.co/blog/content-pruning

• Michael King, “Google Leak: What We Learned About Ranking Features,” iPullRank, May 2024. ipullrank.com/google-leak-ranking-features

• Michael King, “Understanding OriginalContentScore from the Google Leak,” iPullRank, May 2024. ipullrank.com/google-leak-originalcontentscore-analysis

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• Kristen McCormick, “The Top 10 SEO Trends to Watch in 2024,” WordStream, Mar. 18, 2024. wordstream.com/blog/ws/2024/03/18/seo-trends-2024

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• Matt G. Southern, “TitlematchScore and Google’s Emphasis on Relevance,” Search Engine Journal, May 2024. searchenginejournal.com/titlematchscore-seo-insights

• Surfer SEO, “Case Study: HCU’s Impact on Real Websites,” Surfer Blog, Apr. 2024. surferseo.com/blog/hcu-impact-case-study

• Surfer SEO, “How to Run a Smart SEO Content Audit,” Surfer Blog, Jan. 2024. surferseo.com/blog/seo-content-audit-guide

• CMSWire, “SEO After the Helpful Content Update: What You Need to Know,” CMSWire, Oct. 2023. cmswire.com/digital-marketing/seo-after-hcu

• CMSWire, “User Metrics and Their Role in Google Rankings,” CMSWire, Dec. 2023. cmswire.com/content-marketing/user-metrics-google-ranking

• Rand Fishkin, “Google Leak: Key Takeaways from 2,500+ Pages of Docs,” SparkToro, May 2024. sparktoro.com/blog/google-leak-key-takeaways

• Rand Fishkin, “SEO, Originality, and Engagement Signals – What Really Matters,” SparkToro, May 2024. sparktoro.com/blog/seo-originality-engagement-signals

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• Google Search Central, “Helpful Content Update Explained,” Google Blog, Aug. 25, 2022. developers.google.com/search/blog/2022/08/helpful-content-update