We've heard Google say repeatedly that the key to ranking well is to provide content that genuinely helps people and focus on EEAT principles, however that isn't exactly as straight forward as it sounds. With each algorithm update emphasizing being helpful and informative, yet not explaining what deems content helpful, it can be confusing when ranking and results stay the same or get worse. So, what exactly makes content "helpful"?
What Google Says
Google has done a good job of creating a rough overview where you can judge your content quality, but it involves being honest with yourself. Their documentation has a great list questions to ask yourself, however I feel the following should be prioritized.
- Does the content provide original information, reporting, research, or analysis?
- Does the content provide a substantial, complete, or comprehensive description of the topic?
- If the content draws on other sources, does it avoid simply copying or rewriting those sources, and instead provide substantial additional value and originality?
- Is the content produced well, or does it appear sloppy or hastily produced?
Of course other topics like maintaining accurate information in titles and metadata, along with ensuring proper spelling is important, but a misspelling doesn't inherently make something "unhelpful" to users.
Originality
Originality is more than putting your own variation of a topic. Topics that have been written about extensively don't always need to be written about over and over, however it's worth noting if you have a perspective within your industry that's worth highlighting, then showcase your expertise.
The content that does get created should focus around providing information that is unique and provides genuine value. Ask yourself, "What does my target audience gain from this blog?" and ensure the information is transparent and not convoluted.
Something to consider is creating timely content. What is your opinion on trends in 2025? What are common myths about your industry that are no longer true? Share case studies that demonstrate your expertise and reinforce your authority.
Accuracy & Relevancy
How is content determined accurate and relevant exactly? We'll start with explaining NavBoost, one of Google's ranking systems. Let's say you're searching for a photographer in your area with the intent of booking a family session using the phrase "family photographer." You find one close to you, click through to their website, and explore their gallery. However, you decide to return to the search results because you didn’t find what you were looking for. Every action you took, clicking, scrolling, and returning to the search results, are positive or negative signals that NavBoost analyzes to understand the content's relevance to your search query.
Because search rankings are heavily influenced by NavBoost, user intent must be understood, or the reason why someone searches for what they search for must be understood when creating content. This partially ties back into promoting originality, as rehashing the same content topics and wording will get drowned out, however accurate content still needs to be the priority.
Credibility
Providing accurate information is important, but it’s not always enough to convince readers that your content is fully original. This is where citations come into play, and in the SEO world, they play a big part. Creating in text citations that link to articles that back your claims allows readers to verify your claim and boost your overall trust.
An often-overlooked opportunity here is the potential for a backlink exchange. If you’re already citing their website, consider reaching out to see if they might reference your site in return.
User Experience
At the end of the day, how users interact with a webpage will play the biggest factor. Metrics like session duration and page interaction can help determine whether or not your content resonates with your audience.
Let’s say you have a high-performing blog, but the average session duration is around 10 seconds. This could indicate that while the content seems relevant to search engines, it’s not resonating with readers. Review the blog to ensure proper font structure with clear headings and subheadings. Ask a friend for feedback, or critically evaluate the blog yourself by considering whether you’d read it if it were on another website.
Helpful content focuses on originality, accuracy, credibility, and user experience. Google systems like NavBoost analyze relevance, while metrics such as session duration reveal how well content connects with readers. Content that resonates addresses audience needs, provides unique value, and ensures a seamless experience. Keeping the audience central in content creation helps achieve these goals.
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