In the world of SEO and digital marketing, the concept of “useful content” has become a key factor for success in search engines, especially since the implementation of the Google Helpful Content Update in August 2022. This is a historic event that has come to change the history of digital marketing as we know it, or at least the way it is practiced and executed.
The latest updates to Google’s algorithms are designed to improve the user experience by optimizing the way information is served and classified, in an attempt to meet the needs of users.
But, to start: What is truly useful content? Well, we will reveal this little by little throughout this article, which you will surely find interesting.
What is useful content according to Google?
The concept of useful content has established itself as an essential pillar in SEO strategies, key to achieving a good ranking in search results. According to Google, useful content should not only inform but also provide real value to users, unlike content that only seeks to manipulate algorithms to improve its position without offering a meaningful experience.
Differences between useful content and manipulated content
Content can not only be classified based on its characteristics and intention, but it is also possible to distinguish it based on its usefulness (a differentiation that Google mostly achieves). In this way, it is possible to classify content into the following two large groups:
Useful content
Useful content is distinguished by its originality , being well researched and generally being produced by experts in the field. It follows the guidelines of the EEA (Expertise, Knowledge, Authority and Trust). The main objective is to satisfy the needs of the user, providing precise, practical and detailed answers.
Creating useful content not only improves the user experience but also improves SEO rankings, as Google rewards content that truly adds value. Some of the most useful content you can often find on the internet are guides, analyses on specific topics, and articles that seek to answer users’ frequently asked questions. We’ll explain this in more detail later.
Manipulated content
This type of content, on the other hand, is usually superficial, repetitive, or designed only to include keywords in order to attract traffic without offering real value. Manipulated content, which is often considered spam, usually meets these characteristics:
- Low quality: These are articles that repeat information from other sources without providing analysis or added value, i.e. those that simply list facts without context or explanation.
- Keyword-focused content: Content that is designed to manipulate algorithms, rather than address the reader’s needs, i.e. over-optimized. For example, an article that repeatedly mentions a keyword without going into depth or offering useful information.
This is why, to counteract this type of action, Google seeks to identify and promote useful content through specific guidelines and EEA evaluations and its SPAM-focused updates ( Google Spam Update ) that reinforce the importance of authority and reliability in content creation.
What content does Google consider useful? Examples
The concept of useful content, according to Google, focuses on providing information that truly meets users’ needs and is designed to offer them a positive experience. Below we will present some practical examples that illustrate what is considered useful content:
Detailed guides
This approach not only educates the reader but also provides them with practical tools they can apply in their own lives, thereby increasing the likelihood that they will return to the source of information.
For example, an article that explains in depth how to plant and care for a garden . This type of content can include a step-by-step guide, the best types of plants depending on the season, tips on climate and soil type, and how to deal with pests.
Research and analysis
This could be a study that presents data on the impact of climate change on agriculture. If this study includes statistics and expert analysis on how certain regions are affected, as well as advice on sustainable farming practices, it offers valuable information that can help farmers and policy makers make informed decisions.
Video tutorials
Video tutorials that teach users how to use specific software are highly valued, especially on platforms like YouTube. For example, a video showing how to use the advanced features of a photo editing tool (such as Photoshop ) not only provides educational value, but also offers a visual resource that facilitates learning. The interactivity and accessibility of videos can make this content more engaging and easier to understand.
Articles about trends
A blog that analyzes the latest trends in technology, such as the development of artificial intelligence and its potential impact on different industries, provides readers with crucial information to stay up to date in a rapidly evolving field.
Frequently Asked Questions (FAQ)
An FAQ section on either the Google SERP or a web page that addresses common queries about a product or service can go a long way in helping users make informed decisions.
Another example might be the case of a user who is considering buying a new phone, an
FAQ that explains features, warranty options and comparisons with other models can be decisive for their choice. This content not only improves the user experience but also reduces the burden on customer service by anticipating and answering the most common questions.
Google’s Useful Content Update
The Google Helpful Content Update, first launched in August 2022, is a major change to the way Google ranks web pages. It aims to identify and penalize low-quality content, which is geared toward manipulating algorithms rather than providing genuine value to users.
This update is part of Google’s ongoing efforts to improve the quality of search results by prioritizing useful, relevant, and expert-created content. If you want to know more details about these updates, we recommend reading this other article about Google Helpful Content Update.
Why is it crucial to create useful content?
Creating useful content is not only essential to improve Google rankings, but also to improve user experience and strengthen the credibility of the brand and/or company. Some of the main advantages that can be seen are:
- Improved SEO ranking: Quality content is rewarded by Google, leading to better rankings in search results.
- User Experience – This is content that truly helps and responds to users’ needs, encouraging more positive interaction, which can translate into higher retention and loyalty rates.
- Brand credibility: By being recognized as a trusted source of information, brands can establish a stronger relationship with their audience, fostering trust and loyalty.
- Increased engagement: Relevant and useful content is much more likely to be shared, commented on and liked by users, which increases visibility and engagement.
Useful Content vs. Spam: How to Tell Them Apart?
Today, digital content is one of the four pillars of a successful website that stands out in marketing strategies. If you want to appear in the top search results, it is key to generate useful, original and valuable content for people. However, some people look for shortcuts by using spam tactics to manipulate search engines, something that Google severely punishes.
What is spam according to Google?
Spam is content that does not provide any benefit to a website or to the user. We have already explained this to you previously, but it is important that you understand what this is according to Google. Spam is defined as any misleading, manipulative or low-quality content that attempts to alter search results or harm the user experience.
This type of content, also known as “ spam content,” generally follows certain practices that go against Google’s guidelines, and can lead to severe penalties. Below, we will develop in-depth what aspects and elements characterize Spam:
Automatically generated content
This type of spam is usually content created by programs or algorithms that produce text without human intervention, commonly known as AI ( Artificial Intelligence ). The goal of this strategy is to flood the web with large amounts of content in an attempt to improve search engine rankings. However, this type of content does not provide real value to users and is often incoherent or repetitive.
Keyword stuffing
This tactic consists of stuffing relevant keywords into the content in a forced and repetitive manner, without them being naturally integrated into the text. Although in the past this technique could help improve search engine rankings, Google now severely penalizes keyword abuse, as it deteriorates the user experience.
Duplicated or plagiarized content
Duplicate content occurs when information is copied from other pages without adding any additional value or originality. This can be through direct plagiarism, or simply reusing articles without attribution. Google, for its part, prioritizes original content and may penalize sites that replicate content without any input.
Misleading or malicious links
Another practice not recommended by Google is the use of misleading or low-quality links, which can also lead to content being considered spam. This includes the practice of “hiding” links in the text or redirecting users to irrelevant or malicious sites. In addition, links to sites with a bad reputation can also be viewed negatively by Google bots.
Tools to detect and avoid spam in your content
To ensure that your content is considered useful and not spam, it is essential that you make use of tools that help you monitor, evaluate and improve the quality of your site’s content. Both Google and other external services offer tools designed specifically for this purpose, among which the following are worth mentioning:
Google Search Console
To open the list, we will start with Google Search Console (GSC) which is a free tool offered by Google. It allows website owners to monitor how their site is being indexed in search results. It also provides alerts about spam issues or penalties that may be affecting the site’s performance. Among its main functionalities, it is worth highlighting:
- Monitor search performance.
- Detect indexing issues and potential penalties for unwanted content.
- Obtain data about site traffic and user behavior.
Google Analytics
Google Analytics (now known as GA4, or Google Analytics 4 ) is another very powerful tool that allows you to analyze user behavior on your site. If you notice very high bounce rates or users leaving quickly, this may be a sign that your content is not offering value or is being perceived as spam. The main insights that this tool can offer you are:
- Analyze visitor behavior (duration of visits, most viewed pages, etc.).
- Detect browsing patterns that may indicate irrelevant or problematic content.
- Monitor conversions and bounce rates.
Copyscape
Making its debut on this list is a tool that is frequently used by content creators to verify that their work has not been plagiarized, or if there is a lot of similarity with other sites. Copyscape is a tool that will allow you to detect duplicate content, which is penalized by Google. Its main functions are usually the detection of plagiarism in other people’s and your own texts, as well as ensuring that the content is completely original.
Ahrefs and SEMrush
Ahrefs and SEMrush are specialized SEO tools that will not only help you improve your site’s ranking, but also allow you to detect broken or low-quality links, which could be considered spam by Google. They are very useful plugins that, although they are not at all cheap, can offer you a wide variety of features that will make SEO work much easier.
Strategies for creating useful content and avoiding spam
In the digital environment, creating content that is useful and relevant is key to capturing the public’s attention and also ensuring good positioning on Google. However, spam and practices that try to manipulate search results without providing real value can affect the reputation of your site and your relationship with users.
To help you avoid these penalties and create content that meets the expectations of both Google and your audience, in the following points, we will share strategies based on research, originality, and optimization for search intent.
Keyword research and search intent
Keyword research is the foundation of any well-focused content strategy. However, it is not enough to choose keywords that have a high search volume, it is also essential that they are aligned with the search intent of users, i.e. the goal they have when they perform a search. There are three main types of search intent, which are:
- Informational intent: Users are searching for information on a specific topic. For example, “what is matcha tea?” or “benefits of green tea.”
- Navigational intent: This means that users are looking to find a particular page or site. An example of this type of search is: “sign in to Gmail.”
- Transactional intent: These are searches that aim to make a purchase or subscribe to a service. If you search for “buy matcha tea online,” you would be following this type of transactional intent.
Strategies for Effective Keyword Research
Some of the top research strategies for finding effective keywords are:
- Use trusted tools: Using tools like Google Keyword Planner, SEMrush, or Ahrefs can help you find relevant keywords and see search volume and competition. It’s also helpful to review the related queries that Google suggests in search results, as they reflect how users search for information.
- Analyze the intent behind each keyword: Before creating content, you need to make sure you understand what the user you’re writing for is searching for. The same keyword can have different meanings depending on the context. For example, “improve productivity” can refer to strategies to increase work efficiency or to technological tools.
- Select long-tail keywords: Longer, more specific keywords tend to have less competition and target a more targeted audience. For example, instead of “green tea,” a more specific keyword could be “green tea benefits for digestion.”
Creating original and valuable content
Once you’ve researched and identified the right keywords, you need to produce original content that is not only optimized for search engines but also provides real value to users by answering their needs and queries. If you want to create relevant and useful content, it’s best to pay attention to these recommendations:
Quality over quantity
It is not necessary to publish large amounts of content quickly, but rather to focus on quality. However, it is also a fact that articles that explore a topic in depth tend to be more useful and valuable to users than those that only scratch the surface, which means that their length tends to be greater.
Offers new perspectives
Make sure your content brings something new or a unique perspective to the topic. You can share your own research, audiovisual content, case studies, or personal experiences that make your content relevant and difficult to replicate.
Use reliable sources
To support the validity of your content, it is important to reference reliable sources, as many users often look for this in articles. This not only adds credibility but also helps users learn more about the topic. Also, avoid duplicate plagiarism at all costs; Google severely penalizes duplicate content without it being referenced or cited.
Attractive format
Not everything in life is about information, but you also have to format your content in an attractive way. Use subheadings, lists, and short paragraphs to make your content easy to read. Using images, infographics, and videos, as we mentioned earlier, can also increase the value of the content and improve the user experience.
Optimizing content for search intent
Content optimization is a very important step when it comes to fixing or “curing” the content of a blog, in order to focus on the search intent of users. This involves not only the proper use of keywords but also improving the reading experience and ensuring that the content meets its objective. The steps to optimize the content of your site are as follows:
Clear and organized structure
Use headings and subheadings (H1, H2, H3, etc.) that not only improve readability but also help Google understand the structure and topics covered on your page. Headings allow users to quickly navigate through your content and find what they need without wasting time or effort.
However, let’s not kid ourselves, this is done more for Google than for the user, but it is necessary for understanding the hierarchy of the content. For example, you can see what the header structure is like in this article about what canonicals are and how to use them in SEO, on our Enjoy Minder blog:
By the way, canonicals are also relevant for your website to be able to recognize the main page. If you don’t know what we’re talking about, we recommend reading this article as well.
Use lists and bullets
These tools help improve readability and summarize key information. Google often selects lists and short answers to highlight in featured snippets, which can improve the visibility of your content. If we continue to refer to the article above, we can see how bullet points are used to highlight and categorize concepts:
Avoid unnecessary filler
Every piece of your content needs to add real value. You need to avoid unnecessary repetition of information just to lengthen the text, as this can lead to users losing interest quickly due to the large amount of redundant information. Below you can see an example of a long text with repetitive terms on the left, with its relevant correction on the right:
It is important to avoid keyword stuffing, as this can be perceived as spam by Google. In this example, you can see how the same keywords “working people” are repeated too many times.
Optimize on-page SEO
Make sure your main keywords appear naturally in key places, such as the title, meta description, subheadings, and in the first 100-150 characters of your content (which is the first paragraph or introduction).
Create content for the user
While SEO is important, your main goal should be to satisfy user needs. Google is increasingly optimizing its algorithm to favor content that effectively answers user questions and needs.
Includes internal and external links
Internal links help users navigate within your website, while external links to trusted sources add value and reliability to your content. Both practices are appreciated by Google and can improve the overall SEO of your page. As an additional recommendation, it is important that you use some tools (I recommend WebSiteSeoChecker ) to measure the level of toxicity or spam score that these websites have.
In this case, it is possible to observe that the Spam Score (SS) of Wikipedia reaches 11%, which turns out to be quite a lot, especially when it is recommended to link sites with a maximum of 5%.
Do you want to create useful content for Google? At Enjoy Minder we know how to do it!
To sum up this great experience we have described, creating useful content is essential to succeed in today’s SEO. By focusing on quality, originality and users’ search intent, content creators can improve both the user experience and their positioning on Google.
Applying the right strategies, such as keyword research, creating valuable content, and optimizing the structure, allows you to comply with Google’s guidelines. At Enjoy Minder, we understand that it can be complex to focus directly on the content of your website, or even curate or improve the content of an extensive blog with years and years of posts.
That’s why we can offer you our SEO services, as we have experts in all areas of digital marketing, we closely follow the updates in Google’s algorithms and we understand exactly what a website, and its blog, needs so that Google stops punishing it with its new modifications.
Do you want your views to grow again? We can work on it and boost you again!
