Have you poured your heart and soul into creating amazing content, but it’s still buried in the search engine results pages (SERPs)? You’re not alone. Ranking well on Google requires a two-pronged approach: captivating your audience and adhering to Google’s focus on helpful content.
This blog post talks about the reasons your content might be struggling and equips you with strategies to craft content that’s both engaging and Google-compliant.
What Does the Google’s Helpful Content Update Target?
While not as widely reported as the initial Helpful Content Update in August 2022, Google’s September 2023 update had a significant impact on search rankings. This update further emphasized user-centric content, leading to visibility declines for websites that didn’t prioritize user needs.
What it Targets
- Thin content: Content lacking depth, expertise, or actionable information. This includes content crammed with keywords but offering little value to the reader.
- Content “farms”: Websites churning out mass quantities of low-quality content to game search engine rankings.
- “Clickbait”: Content with misleading headlines or introductions designed solely to attract clicks, not provide genuine value.
How it Affects Rankings:
- Intrusive Ads: Excessive advertisements that disrupt the user experience, such as auto-play videos and vignette ads.
- Overuse of Affiliate Links: Numerous affiliate links without substantial content to indicate genuine reviews of the recommended products.
- Overly SEO-Driven Content: Frequent use of templated title tag patterns, unnecessary inclusion of the year in titles, and excessive use of FAQs without providing valuable answers.
- Low-Quality Product Reviews: Review content that lacked evidence of actual product use or visits to the reviewed locations.
- Poor-Quality Pages: Many pages lacked true expertise, experience, or a unique perspective compared to other high-ranking pages on the same topic.
- Stock Photography Overuse: Heavy use of stock photos or images taken from social media, lacking original images that show true experience with the product or place.
- Excessive AI-Generated Content: Although Google Helpful Content does not inherently oppose AI-generated content, the excessive use of automation with minimal human oversight has been a significant factor in the decline of these sites.
- Focus on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T): Google prioritizes content from websites and authors with established expertise in the subject matter. Credibility and trustworthiness become key ranking factors.
- User Engagement Metrics: The update considers user engagement metrics like time spent on page, bounce rate, and click-through rate (CTR) to gauge user satisfaction.
- Content Satisfaction Signals: Google’s algorithms analyze various signals to understand if content fulfills user needs. This may include user reviews, social shares, and backlinks from high-quality websites.
Impact on Search Results:
- Improved User Experience: The update aims to elevate content that genuinely helps users find solutions and answers to their queries, leading to a more positive user experience.
- Reduced Low-Quality Content: The update discourages the creation of low-quality content solely focused on search engine manipulation, leading to a cleaner and more informative search landscape.
- Increased Focus on Value: Websites and content creators are incentivized to prioritize in-depth, informative content that offers value to their target audience.
Reasons Why Your Content Isn’t Ranking in Search Engines
Creating compelling content is only half the battle. Getting that content seen by your target audience requires understanding how search engines work and what they prioritize. If your content isn’t ranking as well as you’d hoped, here’s a detailed breakdown of five key reasons why it might be struggling, along with actionable tips to get you back on track:
1. Lack of Focus on User Helpfulness: Aligning with Google’s “Helpful Content Update”
Gone are the days when simply stuffing keywords into content was enough for good search ranking, the “Helpful Content Update” and subsequent refinements prioritize content that demonstrably benefits users. This means focusing on the following:
Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T):
- Content Depth and Value:
- Go Beyond the Basics: Offer in-depth information, actionable insights, or unique perspectives that solve user problems.
- Provide Value Over Fluff: Avoid generic content that rehashes existing information. Aim to provide original value and a fresh angle on your topic.
- Focus on User Intent: Research what users are searching for and tailor your content to answer their specific questions or needs.
- Build Expertise: Establish yourself as a credible source in your niche. Cite reliable sources, showcase relevant experience, and demonstrate a deep understanding of the topic.
- Boost Authoritativeness: Guest post on reputable websites, participate in industry discussions, and earn backlinks from high-authority sites. This signals to Google Helpful Content that you’re a trusted voice in your field.
- Increase Trustworthiness: Maintain a professional website design, ensure factual accuracy in your content, and address user concerns promptly.
2. Targeting the Wrong Keywords: Finding the Sweet Spot Between Volume and Relevance
Keyword research remains crucial, but a one-size-fits-all approach won’t work. Here’s how to refine your keyword strategy:
- Long-Tail Keywords: While high-volume keywords might seem appealing, they’re often fiercely competitive. Targeting longer, more specific keyword phrases with lower competition can attract a more targeted audience who are further along the buyer’s journey. Tools like Google Keyword Planner or SEMrush can help you identify relevant long-tail keywords.
- Informational vs. Transactional Intent: Understanding user intent behind keywords is critical. If someone searches for “best running shoes for beginners,” they’re likely in the research phase, not ready to buy. Focus on creating informative content that educates them on different running shoe options and features, rather than solely pushing specific products.
- Search Intent Evolution: Search trends and user intent can change over time. Regularly revisit your keyword strategy and adjust it based on current search patterns and industry trends.
3. Technical SEO Issues: Making Sure Your Content is Search Engine Friendly
Even the most fantastic content won’t rank well if search engines can’t crawl and index it properly. Here are some technical SEO issues to address:
Slow Loading Speed: A slow website frustrates users and hurts search rankings. Optimize images, minimize HTTP requests, and consider using a Content Delivery Network (CDN) to improve loading speed.
Tools like Google PageSpeed Insights can help you identify areas for improvement.
Broken Links and Indexing Problems: A website with broken links or crawl errors creates a poor user experience and sends negative signals to search engines. Use website crawlers like Screaming Frog to identify and fix broken links. Regularly submit your website’s sitemap to search engines to ensure proper indexing.
Mobile-Friendliness: With mobile dominating search traffic, a website that’s not mobile-friendly is a major disadvantage. Ensure your website is responsive and adapts seamlessly to different screen sizes. Google’s Mobile-Friendly Test is a handy tool to check your website’s mobile responsiveness.
4. Content Quality and Engagement: Creating Content Users Love to Read and Share
Great content is more than just informative; it’s engaging and well-written. Here’s how your content quality might be affecting rankings:
- Thin Content: Avoid content that lacks depth, originality, or actionable information. Aim for a minimum word count that allows you to comprehensively cover the topic (typically 500+ words for in-depth content).
- Readability Matters: Complex sentence structure, jargon, and a lack of formatting can make your content difficult to understand. Use clear and concise language, break up text with headings and subheadings, and use bullet points or numbered lists for easy-to-scan information.
- The Power of Visuals: People are visual learners. Use high-quality images, infographics, and videos to enhance user experience, improve comprehension, and break up large blocks of text.
5. Off-Page Optimization: Building Your Website’s Authority
Search engines consider how authoritative your website is when ranking content. Here’s how off-page factors can impact rankings:
- Backlink Building: High-quality backlinks from relevant websites act as a vote of confidence and signal your website’s authority. Focus on creating link-worthy content that other websites will want to cite. Guest blogging, creating infographics, and participating in online communities are effective strategies for earning backlinks.
- Social Media Engagement: Content that gets shared and discussed on social media platforms indicates user interest and can positively influence rankings. Share your content on social media platforms relevant to your target audience, and encourage interaction by responding to comments and questions.
- Brand Mentions: Being mentioned on reputable websites or industry publications boosts your brand authority and can indirectly impact search rankings. Participate in industry events, network with other professionals in your field, and consider online PR strategies to increase brand awareness and mentions.
Additionally, staying updated on the latest search engine algorithms and best practices will help you stay ahead of the curve and ensure your content continues to thrive in the ever-evolving search landscape.
Use this 14-Point Checklist to Craft User-Focused Content
Now, it’s more important to create content that meets users’ needs and shows expertise rather than just stuffing in keywords. Here are 10 important tips, along with data, steps, and practical advice to help you create successful content in this new era:
1. Deep User Intent Research: Beyond Keywords
- Leverage Data & Tools: Explore Google Trends and Answer the Public to identify search queries, user intent, and long-tail keywords with high search volume and low competition.
- Analyze User Behavior: Tools like Hotjar or Crazy Egg can reveal user behavior patterns on your website. Analyze which content sections receive the most attention, which ones lead to high bounce rates, and tailor your content strategy accordingly.
Conduct in-depth keyword research using tools like SEMrush or Ahrefs. Analyze search volume, keyword difficulty, and user intent behind each keyword. Don’t just target high-volume keywords; focus on those with strong user intent and a natural fit for your content.
Tip: Instead of targeting the generic term “yoga benefits,” consider “yoga benefits for weight loss” or “yoga poses for beginners with back pain.” These long-tail keywords offer a clearer picture of user intent and search for solutions to specific problems.
2. Building E-E-A-T: Experience, Expertise, Authoritativeness & Trustworthiness
- Content by Credible Sources: Google values well-researched content from established authorities. If you’re not an expert on a topic, collaborate with subject matter experts to provide in-depth information and cite their credentials.
- Website Credibility: Showcase your website’s expertise through clear author bios, affiliations with relevant organizations, awards or recognition received, and positive customer testimonials.
A 2023 Backlinko study found that pages ranking in the top 10 search results tend to have backlinks from high-authority websites. Building backlinks from credible sources demonstrates the trustworthiness of your website and content.
Tip: Identify relevant industry publications, research groups, or academic institutions. Consider guest blogging on their websites or collaborating on content creation to establish backlinks and build authority.
3. Content Depth & Information Value: Going Beyond the Basics
- Comprehensive Coverage: Aim for in-depth content that explores all aspects of a topic. Provide actionable information, address user pain points, and offer solutions through clear explanations, examples, and case studies.
- Data & Research Backed: Support your claims with credible sources, data, and research findings. Cite reputable studies, government reports, or industry surveys to enhance content credibility.
A Search Engine Journal study revealed that long-form content (1,500+ words) tends to outperform shorter pieces for complex topics. This is likely because long-form content allows for more comprehensive coverage and builds user trust through detailed explanations.
Process: Develop a content structure with an introduction, clear headings for subtopics, and a conclusion that summarizes key takeaways. Ensure a logical flow of information and avoid keyword stuffing.
4. Prioritizing User Engagement: Readability & Interactivity
- Clear & Concise Language: Write in a clear, concise, and engaging style that is easy for users to understand. Avoid technical jargon unless absolutely necessary, and explain complex concepts in a user-friendly way.
- Readability Optimization: Tools like Hemingway Editor or Grammarly can help improve content readability and suggest alternatives for complex sentences. Aim for a Flesch-Kincaid reading ease score of 60-70 to cater to a broad audience.
Studies by Yoast show that users tend to spend more time on engaging content with visuals and interactive elements.
Process: Break down complex topics into smaller, digestible sections. Use bullet points, numbered lists, and subheadings to improve readability. Incorporate high-quality images, infographics, or videos to enhance user engagement and visual interest.
5. Mobile-First Mindset: Optimizing for Every Device
- Fast Loading & Responsive Design: Ensure your website and content load quickly on mobile devices. Use responsive design that automatically adjusts to different screen sizes and provides an optimal user experience across all platforms.
- Mobile Usability Testing: Tools like Google’s Mobile-Friendly Test can assess your website’s mobile functionality. Conduct usability tests with real users to identify areas that
6. Semantic SEO & Long-Tail Keywords: Beyond Basic Search
- Understanding Search Intent: Go beyond basic keyword targeting and delve into semantic SEO. Identify synonyms, related terms, and long-tail keywords that reflect user search intent with greater nuance.
- Latent Semantic Indexing (LSI): LSI keywords are semantically related terms that Google uses to understand the broader context of your content. Include relevant LSI keywords throughout your content to signal topical depth and improve search ranking.
Process: Utilize keyword research tools like Ahrefs or SEMrush to discover LSI keywords. Analyze competitor content for relevant terms and incorporate them naturally into your writing.
Targeting the main keyword “healthy breakfast recipes” can be beneficial, but including LSI keywords like “high protein breakfast ideas,” “easy vegan breakfast options,” or “quick gluten-free breakfast meals” caters to more specific user searches and demonstrates a deeper understanding of the topic.
7. Strategic Internal Linking: Building a Content Web
- Logical Information Flow: Create a strong internal linking structure within your website. Link relevant pages to each other to help users navigate and discover deeper content on related topics.
- User Journey Optimization: Strategically place internal links within your content to guide users towards informative and relevant resources on your website. This improves user experience and keeps them engaged for longer durations.
Process: Plan your internal linking strategy during content creation. Identify opportunities to link to existing high-performing content or create new content that complements existing pieces. Use anchor text that accurately reflects the linked page’s content.
8. Title Tags & Meta Descriptions: Crafting Click-Worthy
- Clarity & Relevance: Craft clear, informative, and keyword-rich title tags and meta descriptions for each page. These summaries should accurately reflect your content and entice users to click.
- Character Limits: Ensure your title tags are under 60 characters and meta descriptions are under 160 characters to avoid truncation in search results.
A 2024 Search Engine Land study suggests that well-written title tags and meta descriptions can improve click-through rates (CTR) by up to 30%.
Develop a title tag and meta description template that incorporates your target keywords and accurately reflects the content’s value proposition. A/B test different variations to see what resonates best with users.
9. Content Refresh & Continuous Improvement
- Maintaining Relevance: Regularly review and update older content to ensure it stays fresh and relevant. Address new developments, incorporate the latest information, and fix outdated aspects to maintain user trust and search ranking.
- Content Performance Analysis: Utilize Google Search Console and analytics tools to track your content’s performance. Identify high-performing content and areas for improvement.
According to Hubspot study, content that is updated regularly tends to outperform static content in search results.
Schedule regular content audits to identify outdated information or underperforming pieces. Update content with fresh data, examples, or address new angles on the topic.
10. Data-Driven Optimization & Continuous Learning
- Tracking & Analysis: Continuously analyze your content’s performance using analytics tools. Track metrics like organic traffic, user engagement, bounce rate, and conversions.
- Iterative Strategy: Adapt your content strategy based on data-driven insights. Identify what resonates with users and what needs improvement. Experiment with different content formats, lengths, and approaches to find the best fit for your target audience.
Google Helpful Content prioritizes user experience, so prioritize that in your content creation process. This approach will not only improve your search ranking but also build trust and loyalty with your audience.
11. Content Checklist for High Rankings
This checklist provides a quick reference to ensure your content is optimized for search engines and user experience:
SEO Essentials
- Title Tag: Clear, concise, and keyword-rich (55-60 characters).
- Meta Description: Engaging summary of the content (150-160 characters).
- Headings: Descriptive and include target keywords (H1, H2, etc.).
Content Quality
- Targeted Topic: Focuses on a specific keyword or theme.
- Author Expertise: Credible author with relevant expertise (byline with author page).
- Clear Structure: Introduction, body, conclusion with logical flow.
- Engaging Writing: Informative, well-written, and avoids keyword stuffing.
- Unique Value: Offers insights or information not found elsewhere.
- Evidence & Support: Backs claims with data, research, or examples.
- Human Touch: Written for humans, not just search engines.
- Content Depth: Addresses the topic comprehensively (ideally 1,500+ words for complex topics).
- Originality: Content written by humans and free from plagiarism.
Readability & Usability
- Mobile-Friendly: Optimized for mobile devices with fast loading times.
- Visuals: High-quality images and infographics with alt tags.
- Readability Score: Aim for a Flesch-Kincaid score of 60-70 for easy understanding.
- Scannable Format: Bullet points, numbered lists, and clear subheadings.
- Error-Free: Proofread for typos and grammatical errors.
By following these guidelines and addressing user needs, you can create content that not only ranks well in search engines but also resonates with your target audience.
12. Boost Engagement, Readability, and Trust with Stories, Data, and Interactivity
Stories are captivating for a reason: they’re personal, relatable, and tap into the human desire for connection. This same principle applies to content marketing. By incorporating engaging elements like experiences, studies, and data-driven insights, you can:
- Boost User Engagement: Personal anecdotes and relatable stories create an emotional connection with your audience. They’ll feel invested in the message and more likely to remember your brand.
- Increase Readability & Retention: Weaving in interactive elements like quizzes, polls, or calculators breaks up text and offers a more dynamic experience. This keeps users engaged and actively participating with your content.
- Establish Credibility & Trust: Citing relevant studies, statistics, and research findings strengthens your content’s authority. Data validates your claims and positions you as a reliable source of information.
Here’s how to capitalize on these elements:
Real-World Experiences:
- Customer Testimonials: Showcase positive customer experiences through quotes or case studies. Let your customers be your brand advocates!
- Employee Insights: Offer a behind-the-scenes look through employee stories related to your product or service.
Interactive Experiences:
- Quizzes & Polls: Engage your audience with interactive quizzes or polls that test their knowledge or gauge their opinions on relevant topics.
- Calculators & Tools: Provide interactive tools that allow users to solve problems or personalize their experience with your product/service.
Data-Driven Insights:
- Industry Research: Highlight relevant findings from industry reports or research studies to support your claims and showcase your awareness of market trends.
- Customer Data Analysis: Use anonymized customer data to create compelling infographics or short reports that reveal interesting trends or insights relevant to your audience.
- Case Studies: Showcase successful implementations of your product or service through data-driven case studies that demonstrate its value proposition.
13. Streamlining Content Creation & User Experience
Content templates offer a powerful double-edged sword for content creators. They provide a well-organized structure and pre-populated content, making it easier for both you and your audience:
Benefits for Creators:
- Save Time & Effort: Templates eliminate the need to start from scratch, saving valuable time and resources. Focus your energy on refining the content and adding your unique voice.
- Improved Organization: Pre-defined structures ensure all vital information is included and logically arranged. This streamlines the writing process and enhances content flow.
- Consistent Quality: Templates act as a blueprint, ensuring a consistent look and feel across your content library. This reinforces brand recognition and user trust.
Benefits for Users:
- Enhanced Findability: A well-organized structure makes it easier for users to locate the information they need quickly. Consistent formatting builds user familiarity and improves navigation.
- Predictable Flow: Users develop an understanding of your content structure, allowing them to anticipate the flow of information and find specific details more efficiently.
14. Sharing Valuable Resources
Content goes beyond simply providing information. A crucial aspect of helpful content is empowering users to take action and gain lasting value. Here are ways to enhance user experience:
- Link to Helpful Websites: Integrate relevant links to reputable sources that expand on specific topics or offer additional resources.
- Offer Downloadable Guides & Templates: Provide downloadable resources like cheat sheets, templates, or in-depth guides that users can apply in their own lives.
- Share Tips & Tricks: Infuse your content with practical advice and actionable insights you’ve gained through experience.
- Encourage User Engagement: Pose questions, invite comments, or offer interactive elements to foster user engagement and build a community around your content.
This will keep them coming back for more, establishing you as a trusted source of valuable information.
FAQs on Creating User-Focused Content
Google wants content creators to focus on people, not just search engines. They prioritize content that’s genuinely informative and enjoyable for readers. By creating helpful and engaging content, you’re more likely to rank higher in search results.
1. What’s the difference between helpful content and user-focused content?
Helpful content provides valuable information on a topic, but user-focused content goes a step further. It tailors that information to the specific needs and intent of the user searching for it.
2. How can I identify user intent for my content?
There are several ways to identify user intent. Tools, like Answer the Public and Google Trends, can reveal user queries and pain points related to your topic. Analyze search results for your target keyword and see what kind of content ranks high.
3. My content is well-written and informative, but it doesn’t rank well. What could be missing?
There could be several factors at play. Your content might not be optimized for search engines (SEO) in terms of keyword usage and technical aspects. It might also lack depth or user engagement compared to competitors.
4. How important are visuals and multimedia in user-focused content?
Visuals are incredibly important for user engagement. High-quality images, infographics, and videos can break up text, improve readability, and make your content more visually appealing.
5. How often should I update my content?
Regularly reviewing and updating your content ensures it stays fresh and relevant. Address new developments, incorporate the latest information, and fix outdated aspects to maintain user trust and search ranking.
Think of it like this: Google wants to show users content that feels real and useful, not content created just to climb search rankings. They’re aiming to reduce low-quality content and make it easier to find helpful information online.
By prioritizing user experience and following these guidelines, you can navigate the Helpful Content Update with confidence. You’ll create content that not only ranks well but also builds trust and loyalty with your audience. So, get out there, create helpful content, and watch your website flourish! And if you need a little help, we at DigiXL Media are here to help!
You can join our socials – Twitter, LinkedIn, and Facebook to get to know more about the Google algorithm updates and how you can re-evaluate your content strategy and ensure it truly serves your audience
