Every so often there's a massive algorithm shift that causes a stir around the SEO world and the HCU was one of those. While most algorithms are built to reward competence and capability, every so often an update comes along with a punitive element designed to demote poor quality content. Martin McGarry a 20-year SEO expert, will unpack Google's latest Helpful Content Update in plain-talking terms we can all understand. No tricks, no science - just no-nonsense, helpful SEO.