Since the August 2022 helpful content update, Google has been emphasizing “helpfulness” for ranking content on search engine results pages. In the March 2024 core algorithm update, Google implemented a significant change through incorporating helpfulness signals. It’s now become a huge part of search. Why is this such a big deal? For the simple reason that if your website content is not considered helpful by Google, it will deter Google from serving your website in search results and that loss of visibility to potential customer clicks could ultimately hurt your bottom line
What is helpful content to Google?
According to Google, helpful content:
Demonstrates experience, expertise, authoritativeness, and trustworthiness (E-E-A-T).
Is created for a specific audience.
Feels authentic and human centered.
Meets the needs or wants of the searcher.
In other words, helpful content satisfies a user’s curiosity and provides them with something valuable.
Are you meeting Google’s “helpful” content requirements?
Here are five reasons why your content might not be ranking as well as you’d like, along with tips on how to fix it.
Your content doesn’t offer anything new
Your page may be of good quality, but if it doesn’t offer anything new, it will have a tough time cracking a top spot.
When Google already has numerous pages on the same topic with similar (and better) content, there’s little reason for it to rank yours above its other alternatives. If your content is mostly scraped from other sources or simply rehashes information that can be found elsewhere, don’t expect it to perform well in search.
This is especially true in the age of AI-generated content. While AI can be a helpful tool, relying too heavily on machine-generated content without adding E-E-A-T is a recipe for ranking disaster.
Solution:
Rather than rehashing the same old information, focus on crafting unique content that provides a new angle or perspective. Infuse your writing with your own expertise and personal experiences to make it truly informative. Adding something unique and substantive to your blog post can give Google a reason to include it among the top results for the topic.
Your intro is too long and fluffy
With the launch of AI Overviews, Google seems to favour results from Reddit and Quora, which often provide straight-to-the-point answers.
If you’re trying to rank for “tips about XYZ”, don’t start with a two-paragraph history and definition of XYZ. This is a common issue with content that’s generated by chatbots like ChatGPT.
Solution:
People want answers fast, so keep your introduction brief and to the point. If your copywriter or AI assistant takes too long to answer the query, cut the fluff during the editing stage.
Your content doesn’t match user intent
Search intent prioritizes delivering results that best match the user’s query.
You could write the most epic, in-depth piece of content ever, but if it doesn’t align with what searchers are looking for, it might still fail to rank. That’s because Google is increasingly able to understand search intent and deliver results that match.
For example, if someone searches for “how to make sushi,” they want a quick step-by-step guide, not a 5,000-word essay on the origins and history of sushi.
Solution:
Ensure your content aligns with the user’s intent. For instance, if you’re trying to rank for “how to fix a leaking tap,” but your page only covers plumbing tools or types of taps, you need to restructure your content to directly address the query.
Additionally, consider your page’s overall structure. Mixing too many search intents on a single page can confuse Google. An educational page on home renovation techniques followed by a list of your service offerings might make it unclear whose needs the page is trying to serve.
Google prefers a different content format for the query
Even if your content is useful, informative, and unique, your long-form blog post might struggle to climb the search engine result pages if Google thinks there’s a better type of content to meet users’ needs.
For some queries, Google prefers videos, product listings, map packs, or direct answers pulled from a trusted source (also called snippets).
Solution:
Scope out the top search results for your target keyword. If Google seems to prefer a particular format, it’s time to change your strategy. For example, if you notice many videos ranking for “DIY tap repair,” consider creating a detailed video to accompany your written content.
Your competitor’s content is better
Sometimes, your page isn’t ranking well simply because it doesn’t measure up to your competitors. If their content is more in-depth, engaging, or of better quality than yours, that could be the reason behind your lower rankings.
Solution:
Carefully review the top-ranking content for your target keywords. How does it compare to yours in terms of depth, helpfulness, expertise, and user experience? To create content that stands out, find unique angles and insights that your competitors have missed. Put in the extra effort to create content that’s not just good but exceptional.
Tips for writing helpful content
Helpful content goes beyond sharing useful tips and covering a topic in-depth. Thousands of blog articles do that. What will make your content stand out? Here are our five tips to help you create helpful content that readers—and Google—will love:
Create and link related content
The key to establishing topical authority is to create related content and link them together—also called topic clusters. For example, if you’re trying to rank for “how to fix a leaking tap,” create dedicated articles for related subtopics and link them to your pillar content. This provides a strong structure for Google to crawl and offers a better user experience.
Avoid redundancy
Each header should provide value to readers. Avoid repeating your main points in every section. Make the reading experience enjoyable rather than redundant.
Get to the point
If your topic is “how to fix a leaking tap,” don’t take too long to tell (or show) your readers how to do it. Offer value upfront in your blog—not in the middle of your post.
Provide proof
Always back up your claims with facts, testimonials, and external links from credible sources. This builds trust and enhances the authority of your content.
Move beyond fundamentals
Make your content stand out by adding more than just text and images. Embed relevant YouTube videos, add quote cards from experts, or include customer testimonials to personalize your content.
Closing thoughts
Creating helpful content that Google wants to rank simply comes down to one thing—putting people first. Focus on crafting content that genuinely helps your audience, showcasing your expertise, and building trust along the way.
While SEO tactics like keyword and technical optimization are still important, they should enhance your already valuable content rather than be the sole focus.
Prioritize helpfulness and authenticity, and you’ll be rewarded with a loyal following and improved search ranking.
Ready to transform your content strategy? Reach out to our team for help.