Cyrus Shepard has been in the SEO industry for a long time, and in this incredibly insightful interview, he shares the most important lessons he’s learned since the HCU.

He has been working to figure out what Google considers to be “helpful content” and identify what website owners can do to recover from the update, or succeed, in the new landscape.

After analyzing 4000 ad- and affiliate-supported sites, he shares his findings for both the winners and losers. He talks about everything from deoptimization to humanizing your content.

If you’ve been affected by the HCU, or you’re looking to rank a new website in 2025 and beyond, this interview is for you.

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