How To Create Helpful Content

How To Create Helpful Content

by | Jun 2, 2023

The reason we Google stuff (rather than Bing it) is because Google does one thing better than anyone else: organise what content their users want to see. To be considered in step with their gold standard of search, we’ll need to know how to craft content that is — you guessed it — helpful. In this guide, we’ll teach you how to write helpful content, and ensure your brand stays on the right side of Google’s evolving trends.


What Does Helpful Content Mean?

Behind the intricate algorithms of SEO is simply one curious human after another. Clicking, reading a bit, and clicking some more. So when we write content, it’s these humans we need to keep in mind!

The algorithm understands when you’ve fulfilled their need, and lets others know you can do the same for them. The parameters that the algorithm uses to determine what’s helpful is complex, but revolves around some core tenets:

  • Meaning
  • Relevance
  • Usability
  • Quality
  • Context


What Is Google’s New Helpful Content Update?

Google is increasingly rewarding content that hits the mark both professionally and personally. That’s because original, resonant content brings an element of freshness to the user’s experience. 

It also makes sure that content designed to game the algorithm is kept in the shadows where it belongs. Google’s helpful content update rang the death knell for low-level writing. But what do they consider helpful?


What Is Helpful Content, According To Google?

Google aims to reward content that boosts user satisfaction and enhances their journey through your website …
“while content that doesn’t meet a visitor’s expectations won’t perform as well”, they say.

Sounds simple enough, right? To make sure we’re firing on all cylinders, let’s explore the fabric of what makes content undeniably helpful!

Google helpful content

Google rewards original content that brings something fresh to the user’s experience! Image by Hassan OUAJBIR on Pexels.


The Key Principles of Creating Helpful Content

Consulting the
Google guidelines for content writing will armour your content against system updates. Nimble marketers can adapt to changes in SEO to keep content effective!

The best way to gauge how to write helpful content that ranks on Google is by understanding their values.

There are a few hallmarks that the search engine believes high-value content should embody. Here are a few checkboxes that Google helpful content should hit:

  • Relevance – Ensure that your content is highly relevant to your target audience. Understand their needs, interests, and pain points, and create content that directly addresses and provides solutions to their queries.
  • Value and Depth – Aim to provide substantial value to your readers. Go beyond surface-level information and delve deeper into the subject matter. Offer in-depth insights, practical tips, and actionable advice that can genuinely help your audience.
  • Clarity and Readability Make your content clear, concise, and easily readable. Use plain language, break down complex concepts into digestible chunks, and organise your content with headings, subheadings, and bullet points to enhance readability and facilitate skimming (people love skimming).
  • Authenticity and Expertise Write from a position of authority and showcase your expertise in the topic. Back up your claims with credible sources, research, and personal experiences. Establish trust with your audience by demonstrating your genuine knowledge and passion for the subject matter.
  • Engaging and Unique Approach – Most markets are at a highly sophisticated stage of awareness. They’ve seen it before. Heard it before. Their click is royal and they know it. You have to snatch and hold your prospect’s interest with something fresh. Use storytelling, anecdotes, and examples that resonate with your audience on a profound level. Inject your personality into the content to make it relatable and memorable.
  • Practicality and Actionability – The purpose of knowledge is action, not knowledge. Give your readers practical takeaways they can implement in their lives or businesses. We’re talking step-by-step instructions, tips, or resources that empower your audience to get tangible results (transactions or bookings included!).
  • Formatting and Visual Appeal – Pay attention to the formatting and visual elements of your content. Use headings, subheadings, bulleted or numbered lists, and images to enhance the visual appeal and break up the text.
  • Avoid Clickbait – Enticing headlines write cheques they can’t cash. It’s easy to convince readers that a piece of content is worth their time. And sure, you’ll get clicks, but if you want to sustain a relationship with readers, you’ll need to supply the goods. Besides, Google’s algorithm has a bloodhound’s nose for content that doesn’t deliver.
  • SEO Optimisation – While writing for humans should be the priority, it’s important to optimise your content for search engines as well. Conduct keyword research to identify relevant terms and incorporate them naturally throughout your content. Focus on creating high-quality, user-centric content that aligns with SEO best practices.


What is helpful content

Go beyond surface-level information and delve deeper into the subject matter. Image by 7inchs on Pexels.


Google’s Generative AI Search Update

Google’s new embedded AI tool can answer basic and personalised questions in one fell swoop. It’s amazing for straightforward, factual answers as well as shopping lists, diet plans, or fun days out. 

It reduces the cognitive load that users endure when using the search engine. But sometimes people want to explore a subject in more depth. Or, the solution isn’t so cut-and-dry. This is where human-written content can truly shine!

When it comes to content, generative AI means that surface-level blogs are out. AI will eradicate content that it can glean and summarise itself. When appropriate, it’ll sign-post to web pages that enhance or expand on its answer — which is where your content can fill in!

It’s a golden opportunity for businesses to take an innovative approach with their content, and stand out from the mediocre as AI continues to flourish.


Join the Helpful Content Revolution With Us!

Are you feeling overwhelmed by the task of impressing Google with your remarkable content? We get it! We’re here to help you out.

We’re here as your ultimate weapon in the battle against dull and uninspiring content. We’ve mastered the art of riding the AI and algorithmic waves, and we’ll craft content so mind-blowingly good that Google will want to throw a virtual high-five your way!

Your brand is unique, and we understand that. With a complimentary chat, we’ll create the perfect roadmap that’ll make Google fall head over heels for you. Let’s give that library assistant something to get excited about 🤩 

Are you ready to conquer the digital realm with exceptional content? Say hi and let’s embark on a journey of content greatness together. The revolution starts now!


About the Author

David Harfield

Writer, Traveller & CEO of Pepperstorm.

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