In 2011, Google launched an Algorithm update that flipped 11% of ALL search results upside down. It got rid of a lot of crappy duplicated, stolen, and thin content. The Panda update fundamentally changed the way that businesses approached content creation and SEO.

Yesterday, we learned about the new Helpful Content Update. No cute pet name. Just a promise:

"We're launching what we're calling the 'helpful content update' that's part of a broader effort to ensure people see more original, helpful content written by people, for people, in search results."

Sounds great, right? So why are SEOs across the industry freaking out about the impact?

Google never gets things right the first time

As evident by the third version of the Product Reviews Update, Google always iterates. It tests, messes with the weighting of signals, and recalibrates. Your site could be a victim of Google's miscalculations.

'High-quality content' vs. 'SEO'd content'

Directly from Google's documentation:

"Is the content primarily to attract people from search engines, rather than made for humans?"

Imagine that you have well-written articles across your site that answer all of the user's questions. They're well structured. They do everything that Google has been saying to do for years.

Will Google classify them as 'SEO'd' and unhelpful? Unlikely, but possible.

Topic focus ambiguity

Also from Google's Helpful Content Update Guidelines:

"Does your site have a primary purpose or focus?"

Many publishers cover a range of topics that aren't necessarily 'news.'

Will this update penalize sites like the New York Times, Buzzfeed, and Mashable that cover a range of fields? Unlikely, but we don't know how Google will determine it.

Big sites rarely get significant penalties

Google frequently states that they're implementing new technology, guidelines, or updates only to have it apply to the underdogs.

Mike King hosted a webinar that highlighted all of the ways Enterprises don't abide by 'best practices.' I highly dought this update will impact many of them negatively in a major way.

What can we do to get ahead of this update?

Right now, unless you know that your content is garbage, it's best to just sit back and wait.

Most SEOs who have been focused on providing quality content over their careers should have nothing to worry about.

Whether that's the reality in this first version of the Helpful Content Update is anyone's guess. I'm skeptical. Let's assess the damage in a few months.