Helpful content: 5 useful tips

First, a word about those Google Helpful Content Updates ...

In 2022 and 2023, Google rolled out two Helpful Content updates designed to better identify content based on personal knowledge and experience and reward it with higher rankings. The result? Sites with little, duplicate, and/or useless content lost their rankings. The same goes for sites that rely heavily on AI-generated content to attract more website visitors.

Helpful content has now become an important part of the ranking system. The algorithm automatically determines how helpful content is for a specific keyword. And you get the idea: the more helpful your content, the better your rankings.

What exactly is helpful content?

Helpful content is content that is useful and reliable for searchers. It is not content created specifically to rank higher in search results. To determine whether your content can be considered helpful, Google has provided a few guidelines. The most important ones are:

• the content is original
• the content gives a clear and complete picture
• the content provides unique insights or information (i.e., more than what everyone already knows)
• the content adds something new or valuable instead of copying others or rewriting text
• the title reflects well what the content is about

Of course, user experience also plays a role here. You certainly don’t want any spelling errors in your text. And your site should ideally load quickly, be well-secured, and work smoothly on mobile devices. In other words: Google Web Vitals also contribute to helpful content.

What about SEO?

Good question. Google says you should create content for people, not for search engines. Still, SEO is important—even for helpful content. On-page SEO and (internal) links help the system better understand what your content is about and when it’s relevant to searchers. And that, in turn, helps you rank a little higher in Google.

Creating helpful content: 5 tips

Do you want to create helpful content yourself? With these concrete tips you ensure that your content will soon become more valuable. For readers and for your company.

1. Check the search intent

People use search terms with a specific purpose. For example, they might simply want to learn something (informational), compare products (commercial), make a purchase (transactional), or find a location (navigational). We call this search intent. To be helpful, your content must align with the intent behind people’s searches. So think carefully about what people want to know when they search for the topic or keyword of your content.

2. Use personal stories and examples

See if you can share personal experiences in your content. Or if you have examples of what you’re writing about. That way, you show that you know what you’re talking about—that you’re an expert by experience. This boosts the credibility of your content—and even your entire site.

Moreover, you also provide some extra original information that makes your content truly unique. Also a nice bonus.

3. Make it scannable

Break up pieces of text of 2-3 paragraphs or 150 words with visually striking headings, images and/or videos. That way you improve readability and help readers scroll through your text more easily to quickly find the information they're looking for. This improves the user experience of your content.

4. Be specific

Specific content is almost always better (read: more useful) than general content. Explain processes step-by-step and provide details and figures. So don't "break up long pieces of text," but "break up pieces of text of 2-3 paragraphs or 150 words with visually striking headings, images and/or videos."

5. Close well

For example, with a short summary that reminds people of the most important points of your content. With a downloadable checklist. With internal links to related content. Or with a call to action that encourages your readers to get in touch or request a quote. This neatly wraps up your content and helps readers take that next step.

Want to know more?

Do you have any questions? Or could you use some extra help and advice on creating helpful content? Feel free to contact us. We’d be happy to see what we can do for you—with no obligation.