SEO Trends: Where Should E-commerce SEO Go in the Post-HCU Era?

In the ever-changing landscape of the internet, Search Engine Optimization (SEO) has never been a static game. Since Google launched the Helpful Content Update (HCU) in August 2022, particularly with its significant update in September 2023, countless website owners and SEO experts have weathered an unprecedented storm. In the aftermath, smaller websites have faltered while larger ones appear more resilient, prompting the critical question: In the post-HCU era, what direction should e-commerce SEO take?

HCU: The Onset of a Storm

What is HCU? The Helpful Content Update, initially a separate algorithm, was a series of updates rolled out by Google from August 2022 to September 2023. Google officially integrated the Helpful Content system into its core algorithm in the March 2024 core update, effectively ending the standalone HCU.



Google deployed HCUs in August 2022, December 2022, and September 2023. The initial two updates had minimal impact on search results. However, the September 2023 HCU update substantially reshaped the Search Engine Results Pages (SERP), catching many website owners off guard. Numerous smaller websites, especially those reliant on Google organic traffic, experienced significant visibility loss and traffic declines. Many were forced to downsize teams to mitigate costs during this "artificial winter."

This context raises a pressing question among SEO professionals: Does HCU inherently favor large websites/enterprises? Could more complex algorithmic mechanisms be at play behind the scenes?

Navboost: The Hidden Force Behind HCU?

Many SEO experts posit a strong correlation between the post-September 2023 HCU search result shifts and the Navboost algorithm. Navboost, recently revealed in various cases, is essentially an aggregation of "user engagement signals." It analyzes approximately 13 months of user click behavior and interaction signals on the SERP, serving as a critical reference for ranking generation.

This indicates Google's growing reliance on user feedback for assessing content quality. However, is this mechanism truly equitable? Can users consistently judge content quality objectively?

An undeniable reality is the human tendency to click on pages from large, well-known brands. This creates a vicious cycle: major brands can secure more clicks even with lower-quality content due to brand recognition, thereby cementing their advantage in search rankings. Conversely, smaller brands and websites with high-quality content often remain obscured due to lack of brand authority.

HCU Classifier: Little Chance of Recovery Once "Flagged"

Beyond Navboost, another significant HCU change was the introduction of the Classifier mechanism. Pages or sites flagged as "Unhelpful" have virtually no chance of recovery. While this system ostensibly enhances SERP quality, it harbors potential pitfalls.

On one hand, the Classifier can lead to misjudgments. Some sites might be flagged as Unhelpful due to temporary content quality dips or algorithmic errors, resulting in massive traffic and exposure loss. Even subsequent improvements and optimizations rarely restore their former standing.

On the other hand, the Classifier may exacerbate the inequality between large and small websites. Large sites, leveraging brand effect and resource advantages, more easily secure prominent SERP positions. Smaller sites, lacking these advantages, face increased marginalization.

Post-HCU Era: Where Should E-commerce SEO Go?

So, how should e-commerce websites adapt in the post-HCU era? Here are some strategic recommendations:

1. Remove Pages with Negative HCU Signals

Recent success stories shared by US SEO experts in communities and media, where website traffic rebounded from rock bottom, share a common tactic: aggressively pruning "thin content" (content created solely for SEO). This helps eliminate the emission of negative HCU signals, potentially boosting overall rankings.

2. An Extreme Option: Domain Change

For websites severely impacted by HCU, changing domains might be a viable solution. This strategy sheds the accumulated negative HCU signals, allowing a fresh start. However, this is a high-risk approach requiring careful cost-benefit analysis by the website owner.

3. Optimize Category and Product Pages

E-commerce sites should prioritize the optimization of category and product pages. These are critical entry points for consumer purchases, and their quality and ranking directly impact site sales and conversion rates. Owners should analyze common traits among top-ranking category and product pages and apply these insights across other pages.

4. Implement Stop-Loss for Articles

A decline in article ranking isn't necessarily a quality issue. Amid constant algorithm updates, content once aligned with search intent might become misaligned. Website owners should regularly monitor Google Search Console and the SERP to check if core keywords and pages are affected by algorithm changes. If necessary, conduct fresh keyword research based on the current SERP landscape and identify more suitable internal pages to replace underperforming ones.

Conclusion

The post-HCU era presents unprecedented challenges for e-commerce SEO. Yet, challenge often breeds opportunity. In this environment, website owners must intensify their focus on content quality and user experience, committing to continuous optimization and innovation. Only through these efforts can they stand out in the intense competition and achieve sustainable growth.

Simultaneously, we must recognize that SEO is inherently dynamic. As search engine algorithms continually evolve, maintaining vigilance, sharp insight, and the agility to adapt strategies is paramount for enduring success on the SEO battlefield.