This year we saw another Helpful Content Update rolled out by Google in September, this combined with the update to the E-A-T guidelines (to E-E-A-T), represents Google really trying to ensure that creating quality content is at the core of everything we do. But with these changes you may be left asking what does it actually mean to create helpful content in 2023? Wonder no more as I take you through my top considerations when it comes to creating content that actually helps users and performs on Google. 

1. Understand user intent & go beyond keywords:

Google places significant importance on understanding and fulfilling user intent. Content creators should conduct thorough research to comprehend the diverse intentions behind user queries. By tailoring content to address specific needs and providing comprehensive information, creators increase the likelihood of satisfying user intent. Keywords can be a great starting point but don’t just look for keywords to shape your content around. Go beyond keyword tools and look at content that already exists, or the types of results that show in search engines. Think about what users are actually searching for and more importantly what they are seeking answers for. Your findings should help you create content that genuinely helps users find the answer/product/service that they are looking for.

2. Focus on quality & relevance:

Quality remains a cornerstone of Google’s ranking criteria. Content creators must focus on producing high-quality, well-researched, and error-free content. Furthermore, content should be relevant to the target audience, matching search queries with accurate and up-to-date information. Regularly updating content ensures its continued relevance and usefulness.

3. Be mindful of E-E-A-T:

In 2023, Google continues to emphasise Experience, Expertise, Authority and Trust (E-E-A-T) as a crucial factor in content evaluation. The updated E-E-A-T framework now explicitly includes experience as a factor. Content creators are encouraged to showcase their hands-on experience in their designated profession. This addition underlines Google’s recognition of the value that real-world experience brings to content, contributing to its overall reliability and usefulness. To enhance expertise, content creators should showcase their credentials and knowledge in the respective field (more about this in the next section). Establishing authority involves obtaining quality backlinks and citations from reputable sources. Trustworthiness is fostered through transparent and honest communication.

4. Integrate images and videos:

Diversifying content with multimedia elements, such as images, videos, and infographics, enhances user engagement. Google values content that provides a rich user experience. Multimedia elements not only make content more appealing but also aid in conveying information more effectively. Whilst also increasing the likelihood of gaining backlinks.

5. Make it mobile friendly:

Google prioritises mobile-friendly content. Creators should ensure that their content is responsive, loads quickly, and offers a seamless experience across various devices. Mobile optimisation positively impacts search rankings and user satisfaction.

6. Format it correctly:

Formatting content correctly can increase the likelihood of appearing in featured snippets which in turn can then significantly boost visibility. Google often pulls information from snippets to answer user queries directly. Structuring content in a clear and concise manner, with well-defined headers and bullet points, increases the likelihood of being featured in these snippets. You should also utilise Schema markup where you can to boost this even further.

In summary of all of the above, I constantly stress that focus needs to be on the user. Answer their questions, answer questions they may not have even thought of yet and make sure the page has some rich content and is easy to navigate. If you are ticking these boxes, the foundations of helpful content will be there. Download the complete This Year in SEO 2023 report.