In both August and September, Google rolled out core updates. Webmasters across the globe either sweat it out because they aren’t sure if the changes will tank their websites, or they feel confident in the SEO strategies they’ve implemented for their clients. At Identiwrite, we’re cool as baby cucumbers.


Because our strategy is content-based, so it’s bedrock.

The Helpful Content Update, August 2022

The way Identiwrite Creative does dental SEO takes significant time and effort, but doing a job right always pays great dividends. How do we know? We see the truth in monthly data reports that show our clients’ increased traffic and higher rankings.

Also, great content is what Google wants. The August Google Core Update was titled the “Helpful Content Update.” (Does your website have a lot of helpful content?)

Here’s a tweet from Google about the Helpful Content Update:

“Google Search Central


“Next week, we will launch the ‘content update’ to better ensure people see more original, helpful content written by people, for people, rather than content made primarily for search engine traffic. Learn more & advice creators should consider:”

What is a content-based SEO strategy?

For many years, going on two decades now, Google has prioritized unique, informative content (text and images) in its indexing algorithms. While everything else changes with SEO, this tenent remains firm.

A content-based SEO strategy focuses on:

  1. Publishing original content, not found elsewhere online: This means that your website’s pages and blogs must be unique. While you can use quotes and common phrases like “According to the ADA…” in SEO content, the vast majority of your website’s text should be original.

    At Identiwrite, we require our dental copywriters to prove a 98% originality score using Copyscape, a paid online service.

  2. Publishing content that makes the reader satisfied that his search request was answered well by your website’s text: This particular criteria was listed on the August Core Update as important. For a dentist’s website, the copywriter must be not just familiar with, but also have a firm grasp of the clinical, technological, and patient care aspects of dentistry.

    At Identiwrite Creative, our dental writers are trained in SEO, marketing, and clinical dentistry. They are also closely monitored by a seasoned dental copyeditor.

    We aim to answer the questions Google searchers ask. Let me say this loud and clear: AI writing is not human-reader-friendly. It usually sounds packaged and, well, robotic. (AI means artificial intelligence.)

    Google published this statement, in regards to the August Core Update: “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.”

  3. Regular publication of new, original content that’s relative to the website topic: Google is a search engine, and to please its clients (searchers), it requires lots and lots and lots of great text. To you, the dentist, this means you should regularly publish fresh, informative text on your website.

    To stay on the forefront and rank high and wide in Google search engine results pages (SERPs), Identiwrite clients are encouraged to:

    1. Refresh homepage content every six months.
    2. Post a unique blog of 550+ words once a week.
    3. Revise website design and content every two years.

Identiwrite exists to do the work dentists do not have the time or inclination to do, specifically writing Google-pleasing, clinically-accurate copy for consistent and frequent publication. Our SEO dental copywriters will never run out of unique phrases and ideas. Never. We thrive on making content fresh, interesting, intriguing, and always informative.

The September 2022 Core Update

The second recent update happened in September of this year. Here’s Google’s commentary on this SEO update:

“Several times a year, we make significant, broad changes to our search algorithms and systems. We refer to these as ‘core updates.’ They’re designed to ensure that overall, we’re delivering on our mission to present relevant and authoritative content to searchers.

Some sites may note drops or gains during them.”

Again we hear about Google’s desire for great content! I’m telling you, Identiwrite invests the time to compose what Google loves – what will make your site rank higher and wider. 

Higher means closer to page one, position one for a specific keyword phrase. Wider means ranking for more keyword phrases, a greater variation of terms. Both higher and wider rankings come from regularly publishing SEO content.

In Summary, Content Still Reigns in SEO Land

I cannot foresee a day when original, informative, thick and rich content will not be the single most important SEO factor. People want great answers to their questions, not another regurgitated article that provides no new information. 

If you’re ready to discuss how an excellent SEO strategy will help your dental practice grow, even amid a recession, call Identiwrite Creative today at 972-679-6885 or email today. 

Quick Order Form