Helpful Content: How to write for Humans and SEO
On 18th August 22, Google announced its latest algorithm update the “helpful content update”. Essentially, it aims to boost content written for people and devalue content written primarily for SEO.
The update introduces a new ranking signal that will negatively impact sites that publish content with little value and are unhelpful to searchers.
People-first content focuses on creating valuable (and yes helpful) content, while also utilising SEO best practices.
At Roo & Eve, we’ve always firmly taken the view that content should appeal to both humans and search engine bots. And with our clients successfully creating demand for their products, they agree too.
But how can you create a helpful content strategy? This article, answers exactly that.
Why SEO content is getting a bad rep
The challenge is that a lot of content has been written with SEO as the only focus.
And most content ranking is a regurgitation of what’s already out there.
It goes in too hard on attracting the search engine spider bots - with the human that's intended to read the content being sidelined. While it might rank well, it doesn’t solve the audience’s key challenges, lacks a unique angle, and feels a little clunky to read. Not a great customer experience.
If that’s what you’re doing, it's easy to see why a pure SEO focus would look less favourable.
But consider this statistic - 61% of B2B marketers stated that SEO and organic traffic generate more leads than any other marketing initiative. And 70% of online marketers say that SEO is better than PPC for generating sales.
That’s why ranking well is so important.
Why SEO content is a must-have
If you want to increase visibility in a sea of digital content and boost demand generation, you need a ‘helpful content strategy’.
This approach appeals to both humans and search engine bots without compromising either user’s needs. And your content needs to be thoughtfully crafted so that it makes for an easy read that was worth them investing their time.
Let’s look at how you can practically use SEO to create demand gen content…
7 steps to build a helpful content strategy:
Step 1: Identify topics of interest (pain points)
One of the first steps is to pull together topics for content that are pain points or key areas of interest for your target audience. These also need to have a strong link back to your brand or solution.
There are a few places you can look for these:
Customer insight - Ideally, you want to talk to customers directly. If this is a real challenge we often find that sales teams have first-hand access to customers’ current challenges, how your audience is trying to solve them, and future needs.
Value proposition documents - You’ll be selling a product/service that solves a particular need and most businesses will have considered pain points and challenges when developing your value proposition.
Websites owned by industry bodies - These pave the way in how to future-proof businesses so should have a handle on what’s coming up.
Your competitors - Might be going through the same process as you - you can see which keywords they are ranking for in a tool like Ahrefs, and which topics they are talking about.
Step 2: Leverage tools to check keywords/phrases for your chosen topics
Using tools like Ahrefs and SEMrush you can test out these keywords/phrases to find the keyword search volumes and difficulty ratings. You can also see the exact phrase that people commonly when searching. The results can be surprising sometimes.
Also, you can also see what your direct competitors are ranking for in these tools - this can provide useful insight.
📕Find out more about must-have content marketing tools to boost demand generation
Step 3: Create your content marketing and content cluster plan
A content cluster strategy is a brilliant approach for a helpful content strategy. It allows you to add real value to your audience by going into depth on a topic using a variety of angles.
You can use a simple Google Sheet to plan your content clusters.
Here, you can also think about different types of content and formats to help drive demand gen at each stage of the sales funnel:
Top of Funnel (TOFU) - The "awareness" stage, where people are looking for answers, resources, education, research data, opinions, and insight.
Content examples: Blogs, guides, and eBooks.
Middle of the Funnel (MOFU) - The "evaluation" stage, where people are doing heavy research on whether or not your product or service is a good fit for them.
Content examples: Case studies, webinars, and product-led content.
Bottom of the Funnel (BOFU) - The "purchase" stage, where people are figuring out exactly what it would take to become a customer.
Content examples: Product brochures, demos, and comparison guides.
🤔 Did you know? Leads from search engines have a 14.6% close rate, while outbound leads (ex. cold-calling, direct mail, etc.) have a 1.7% close rate
📕You can read more on this here: B2B content best practices: creating content your audience (and Google) will love
Step 4: Don’t forget about distribution
You also want to think carefully about distribution channels. To maximise the ROI of your content, ideally, you want to share it in as many relevant places as possible. The key here is to repurpose content for each distribution channel.
It sounds obvious, but even the most successful brands miss this as they’re spinning so many plates.
📕Check out this article for inspiration: How to level up your B2B marketing for faster filling sales pipelines
Step 5: Create your helpful content
Nowadays, the content that underpins marketing needs to focus on adding *value* to the end customer at EVERY stage of the sales funnel.
Seems obvious?
We've seen so many skip this stage and go straight to sales messaging - often as a result of pressure to make quick revenue. We've been there! But this approach attracts prospects that just aren't ready to buy.
And when they are, they will weigh up the brands that have provided value with those that have blasted them with low-value sales messages and it becomes a no-brainer.
In Google’s update, they expect helpful content to clearly demonstrate first-hand expertise and a depth of knowledge. That’s why is key to include subject matter expertise. We usually ask our clients’ subject matter experts around 5 key questions to add real value and depth to each piece.
Essentially, after reading your content you want your audience to feel like they’ve had a satisfying experience.
💡For top tips, take a look at this article and drop down to: Components of good demand generation content
Step 6: Measure and continuously optimise
You can see how well these pieces perform by checking your SEO ranking and site visits (this takes time), seeing views on guest blogging sites and site visits on LinkedIn.
The LinkedIn algorithm also favours more posts on the same topic - if it's performing well. So try not to change subject if you are getting great traction.
📕Read more on this here: Generate demand: 5 key steps in a cluster content approach
Step 7: Remain consistent
The best way to rank and stay ranking? Use consistent content that is written for humans and is Search Engine Optimised. We've literally seen our own ranking drop within a month of not putting out new content.
🤔 Did you know? 75% of people never scroll past the first page of search engines
To learn more about content topic clusters, check out this ultimate guide: B2B content best practices: creating content your audience (and Google) will love
Need a hand with creating helpful content? Get in touch today and we’ll do a deep-dive into your current situation and goals and create a recommendation deck tailored for your business.