Whenever Google announces a significant update to their search algorithm, it sends panic through the land.

And for good reason.

I was working in as a senior digital producer and project managing the build of rather large websites back when Google did the Penguin algorithm update in 2012.

Websites using black hat SEO techniques through dubious link schemes were blacklisted almost overnight. These schemes were setup by “SEO” companies who had kept no records of what they’d linked and to where.

Thousands of websites were removed from search results. The links that had caused this to happen couldn’t be removed. And so, some of these websites never returned.

I personally know of at least three businesses who had to completely rebrand and start again.

It’s no wonder we all get skittish when we hear about an algorithm update.

But what is the latest “helpful content” update? And what does it mean for your content and your brand?

What the Helpful Content Update is.

This latest update by Google is called the helpful content update.

What I find interesting about the name of this update, is that it really puts into words what Google is doing all the time with its algorithm updates – ensuring that the best, most relevant, most helpful content is delivered to the user based on their search.

Really, this is just part of Google’s broader effort to improve the quality of search results.

The update started rolling out back in August, and has recently been confirmed by Google as complete.

If you’re creating content for people-first, then you’re going to be fine.

I also get that when we announce an update, there are the memes and the gifs and the jokes and the OMG the sky is falling reactions that can even make me laugh. But updates don’t necessarily mean a big giant shift. If you have good content, you’re generally fine…”

Danny Sullivan tweet (Google Search Liaison)

If you’re already taking an approach with your content that puts people first (instead of search engines) then you’re already creating content in a way that will make Google happy.

Google supplied this helpful set of questions to ask yourself to make sure you’re taking a people first approach to content:

Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?
Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?
Does your site have a primary purpose or focus?
After reading your content, will someone leave feeling they've learned enough about a topic to help achieve their goal?
Will someone reading your content leave feeling like they've had a satisfying experience?

If you answer yes to these questions, then you’re creating content that puts people first.

5 Ways You Can Create Helpful Content on Your Website

It’s all well and good to say you should take a people-first approach to content creation, but how should you actually go about doing that?

Here’s five ways you can make sure you’re creating helpful content.

1. Write for your customer – not for SEO

The whole point of a search engine is to help your content be found by people who are searching for it. You don’t reach those people by trying to play the algorithm.

If you’re focussing too much on SEO (search engine optimisation), then you aren’t writing for your audience – you’re writing for ranking.

You should be using SEO and keyword research to help boost your content ranking – not to drive it.

Base your content on conversations with customers, questions that come up during your sales process and things you have an opinion on within your industry. Make sure everything you’re creating links back to the customer journey – how are you helping them to make a good decision about your service or product?

2. Targeting SEO Keywords is NOT a Marketing Plan

Good SEO is definitely a key component of your marketing plan. If you want to be found online, you can’t simply ignore it.

But keywords alone aren’t enough. You need to be building authority everywhere you appear online. And building authority is as much about Brand Story Strategy as it is about being first on page one of Google for the search terms you want to rank for.

Yes, you need to rank for the right search terms on Google. But then you need to be able to back that up with authority and experience.

3. Teach Before You Reach

Good marketing is teaching.

Every single time you share your knowledge and teach your customer something, you’re helping them to grow, and that helps them to buy from you.

This means that helpful content leaves your audience with something they didn’t know before. Focus on teaching before reaching for the sale or Google ranking. You’ll end up with helpful content every time when you choose this approach for content creation.

4. Have an Editorial Statement

When you take the time to create an editorial statement for your content, it’s hard to not create content that’s people first.

This is because having an Editorial Statement puts purpose behind every piece of content you create.

Your editorial statement forms a key part of your content strategy, and outlines what type of content you deliver, who it’s for, and why you’re creating it.

For example:

To support and inspire project teams with insights, tips and strategies that build their confidence in delivering powerful projects.

or

Challenge business leaders to adopt a people and project mindset by broadening their thinking and equipping them to take action.

or

Expert knowledge, advice and inspiration to help home renovators successfully create the home of their dreams.

5. Use Brand Story Strategy to Drive Content Strategy

A key element of this latest Google Update is making sure your website has a primary purpose and focus.

If you’re trying to target too many unrelated search terms on your website, this is when you’ll find yourself dropping off the first page.

But when you use Brand Story Strategy to drive the decision-making in your business, you’ll not only find it gives you this purpose and focus, it will make creating useful content easier too.

Brand Story Strategy helps you get clear on your purpose, and your customer. Because it sets you up to be consistent, you’ll find that all your content will seamlessly link together and you’ll be able to be more consistent with that too.

If you prioritise your audience, you’ll always be on the right side of Google

The bottom line, is that if you always seek to create content that will connect with your audience and help them to achieve what they’re trying to achieve, then you don’t ever really need to worry too much about algorithm updates impacting your ranking.

Those who prioritise their customer will always win with Google – because every algorithm update they do is ONLY ever designed to improve their service to their customers.

Taking a people-first approach means Google’s algorithm updates will only ever benefit your content – because you’re creating it in line with Google’s philosophy of delivering the best content relevant to the search the customer is performing.

When you put your customer at the heart of your content (and your brand), it’s genuinely hard to go wrong.