The rise of artificial intelligence has made content creation more accessible than ever. However, search results are now saturated with shallow articles that prioritize production speed over quality. For brands, this can mean sacrificing depth and audience connection for the convenience of automation.

Google's Helpful Content Updates in 2022 and 2023 sent a clear message: content must serve people first, not search engines. Sites that fail to follow this principle risk penalties and loss of audience trust.

In order to create quality content created with people first and search engines second, it is critical to understand what Google truly considers useful to users. Google's guidelines are clear: Content should be created with people first and search engines second.

Let's look in detail at what this approach means.

What Does Google Mean by "Helpful Content"?

Creating quality content requires a well-defined strategy that balances user needs with technical SEO requirements. Let's discover together the key elements for producing content that Google considers truly useful.

Content Created for People, Not Search Engines

Google prioritizes content that serves people over search engines. This approach, known as "people-first content," encourages publishers to prioritize searchers' needs rather than simply ranking first.

E-E-A-T to Build Credibility

Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T) is the framework Google uses in its Guidelines to evaluate content quality. While E-E-A-T has long been part of Google's principles, the 2022 update brought it to the forefront, significantly impacting content performance.

10 Tips to Create Helpful Content

Success in content creation is not accidental, but the result of the systematic application of established best practices. Here are 10 practical tips that will help you create content that stands out for its usefulness and relevance.

1. Understand Search Intent

Search intent is the motivation behind every query. Google prioritizes content that directly addresses what users are looking for. The four main categories are:

  • Informational: Users seek information (e.g., "What is climate change?")

  • Navigational: Users want a specific site (e.g., "Facebook login")

  • Commercial: Users research products/services (e.g., "Best coffee maker")

  • Transactional: Users intend to purchase (e.g., "Buy iPhone 15")

2. Go Deeper Than Everyone Else

Creating helpful content means offering more depth than competitors. "Going deeper" means enriching content with:

  • Real-world examples

  • Relevant case studies

  • Expert quotes

  • Fresh data

The ultimate goal is to comprehensively answer each question so users don't return to search results.

3. Provide Original Insights

It's tempting to rely on trends and templated blueprints. But a tactic that works for competitors might not work for you.

Originality matters because:

  • Customers compare prices, read reviews, and seek expert advice before purchasing

  • They can spot recycled or templated content

  • 75% of marketers agree that personalized experiences increase profits and loyalty

4. Create a Content Ecosystem Beyond Your Blog

With over 2.5 billion blog posts published yearly, creating a content ecosystem beyond your blog is essential. People consume content differently:

  • Video tutorials

  • Podcasts

  • Interactive webinars

  • Downloadable guides

  • Infographics

5. Naturally Show Product Use Cases

Incorporate product use cases into your branded content strategy to demonstrate how your solutions solve real-world problems. Do this naturally, avoiding overly commercial or invasive approaches.

6. Use Stories to Break Down Complex Points

Stories consistently outperform dry facts because they:

  • Entertain

  • Simplify learning

  • Create real connections

  • Make technical topics accessible

7. Use Analytics to Identify Content Gaps

Using analytics to guide strategic decisions. Gathering audience and performance data helps determine:

  • Which content ideas to prioritize

  • Gaps in existing content

  • Which products resonate most

  • Marketing campaign effectiveness

  • How to improve customer satisfaction

8. Infuse Content with Empathy

Empathy in content creation means:

  • Anticipating user needs

  • Guiding them through challenges

  • Creating a supportive experience

9. Measure Content "Helpfulness"

Measure content effectiveness through:

On-page metrics:

  • Time on page

  • Scroll depth

  • Bounce rate

Interaction metrics:

  • Email opens

  • Social shares

  • Comments

Action metrics:

  • Conversions

  • Generated leads

  • Social followers

10. Update Content Regularly

To optimize for Google Search generative experience, regular updates signal your commitment to providing accurate and relevant information.

Strategic update checklist:

  • Higher performance opportunities

  • Time-sensitive material

  • Optimization gaps

  • Outdated information

  • Lead-generating content

  • Product workflows

Conclusion: Use Helpful Content to Build Trust

Remember that high volume of low-quality content won't deliver sustainable results or the audience loyalty you desire. Both search generative experience and readers can distinguish between helpful and filler content.

Examine your existing content critically. Don't hesitate to refresh or start from scratch where needed. Focus on making every piece more engaging and informative, and you'll earn the trust of both your audience and search engines.