9 Ways Blogging Has Changed Since Google’s Helpful Content Update (Post HCU)

If you’re a blogger who felt the earthquake that was Google’s Helpful Content Update (HCU), you’re not alone. When it dropped in August 2022 (with follow-up rollouts in December 2022, September 2023, and the biggie in March 2024), many of us watched helplessly as our organic traffic did a nosedive. Like, “oh look, there goes my income!”

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But as with all things in blogging, the ones who survive are the ones who adapt. Let’s break down how blogging has changed, for the worse in some ways, but also for the different-but-possibly-better if you’re scrappy like me (and I know you are!)

1. Google’s Algorithm Isn’t Your Friend Anymore

Back in the day, you could reverse-engineer a search result, optimize your post with just the right keywords, and BAM! Watch the traffic roll in. But HCU put the kibosh on that! Google now cares less about what it thinks is helpful (hint: not you, apparently) and more about some mysterious quality it refuses to define clearly.

Add to that the AI Overviews that just hand answers to readers without sending them to your site, and you’ve got a full-blown traffic crisis. Google has basically become that friend who shows up, eats your snacks, and ghosts you without saying thanks…sigh.

2. Pinterest Is Queen Now (Long Live the Pins!)

With Google becoming unpredictable (and let’s be real, a bit toxic), many bloggers, myself included, are turning to Pinterest for traffic. Right now, I get 52.4% of my traffic from Pinterest, compared to just 16.2% from Google. That’s not a fluke. Pinterest is visual, evergreen, and plays well with creative content.

Is it perfect? Nope. But if you’re willing to learn the platform and pin with purpose, it can absolutely keep your blog alive and thriving. Don’t sleep on pinning, my friend!

Here are all my recent articles about Pinterest Marketing!

3. Email Lists Are Non-Negotiable

Your email list is no longer a cute little side project… it’s your blog’s lifeline. I email my list 2–3 times per week, sending them right to my posts. Those clicks matter. That engagement matters. And guess what? Direct traffic from my email list accounts for 28.3% of my total. That’s not just good, it’s CRUCIAL!

If you’re just starting out, I recommend Kit. It’s free for beginners and delivers beautifully even when your list grows. Start it. Grow it. Love it.

4. “SEO Brain” Is Out, Real Talk Is In

I’ll be honest, I was deep into SEO Brain for YEARS. I’ve been doing SEO since 2002, so it’s hardwired into how I write. But guess what? That kind of content doesn’t resonate anymore. Now I write for humans, not robots. I write what I’d want to read, or what my email peeps ask for.

And you know what? That shift has made blogging fun again. What a concept!

5. You Don’t Have to Be a Niche-Obsessed Maniac Anymore

Remember when everyone said “You need ONE blog, about ONE topic, for ONE audience!” Yeah, that worked when Google was the gatekeeper. But with traffic coming from Pinterest, social, and email… girl, you can talk about whatever you dang well please!

Your blog can be as multi-passionate as you are. Business tips? Crafting tutorials? Pet alpaca updates? GO FOR IT. The people who are meant to find you will and they’ll love you for your weird and wonderful mix!

6. AI Content Mills Are Clogging the Internet (Again)

Spammy content is back, baby… and this time it’s wearing an AI-generated mask. People are feeding keywords into tools, bulk-publishing nonsense, and linking it all to automated social accounts. Sound familiar? It’s basically article spinning 2.0.

And just like before, it’s creating a flood of garbage that’s clogging up the feeds. That’s why quality content, written by real humans with real experiences, stands out more than ever. Be the sparkle in the dumpster fire.

7. Fewer Clicks Thanks to AI Overviews (Ugh, Again)

Google’s AI summaries now show answers right in search, meaning people get what they want without clicking through to your site. Combine that with ChatGPT and other LLMs scraping and regurgitating your content, and it’s a frustrating time to be a writer.

But here’s a glimmer of hope: I am seeing traffic from ChatGPT in my analytics. Not a ton, but it’s something. The key? Make your content so juicy, so original, and so YOU that no machine can truly replicate it.

8. Human Connection Is the New SEO

In a world drowning in AI, YOU are your secret weapon. Your voice. Your opinions. Your stories. These are what readers connect with… not bland, regurgitated info pulled from the top 10 search results.

Blogging is about relationships now more than ever. Be real. Be relatable. Be you. That’s how you build a following that lasts beyond any algorithm change.

9. Blogging Isn’t Dead – It’s Just Different

Let’s not sugarcoat it, the blogging game has changed forever. Google isn’t going to bounce back to what it was. But that doesn’t mean it’s all doom and gloom! It just means we have to be flexible, creative, and multi-platform savvy.

So blog smarter. Diversify your traffic. Build your email list. Create content you love. And know that there is still so much room to grow, even in this new era!

Wrap-Up:

Blogging post-Google HCU is a whole different beast, but it’s far from over. With the right tools (like Pinterest and email marketing), the right mindset (goodbye, SEO brain), and a dash of creativity, you can still reach your audience and build something meaningful. The bloggers who adapt are the ones who thrive… and that includes YOU.

Here are some more great articles that you might love!

• Why Pinterest Is A Seasonal Search Engine Now (And How To Work It Like A Pro!)
• Brand New Keyword Explorer Tool In Pinclicks
• 9 Things I’m Loving About Easy Pin Scheduler (I Paid For It!)

Source: https://marketingartfully.com/9-ways-blogging-has-changed-since-googles-helpful-content-update-post-hcu/