September 2023 helpful content update
Third and most severe helpful content update, accompanied by revised guidance on AI-generated and hosted third-party content.
What changed
Google ran the helpful content update from 14 to 27 September 2023 and simultaneously revised the accompanying documentation: it removed the phrase "written by people", softened the position on how content is produced, and added guidance on hosting third-party content on subdomains and on removing unhelpful content. Many independent sites reported sudden and durable traffic losses, making it one of the most contested updates of the decade. Google later acknowledged, when releasing the August 2024 core update, that it was working to surface more content from smaller independent sites.
Timing
Rollout began 14 September 2023. Google declared it complete on 27 September 2023, 13 days later. Rankings typically remain unstable for the whole rollout window, so measurements taken inside it are not a reliable read on the outcome.