“Helpful Content” is what every single business should be creating, but now you MUST create posts that people find useful and helpful ONLY!

Google is rolling out a new update here in a few weeks (as of August 2022) and they have released a few notes on what will happen. Let’s break it down and let me explain why you need to hire top tier content writers, copywriters, and content marketers now more than ever!

What to expect with the new Google Updates

The short explanation: this new update will introduce a function that will flag low-value writing on websites and then affect ranking from there, placing more value on whatever is considered to be helpful content.

Something to keep in mind, the article or post could be 100% relevant to the topic and keywords, but if users don’t consider it helpful content then it will lower their ranking. At the face of it, this seems to only affect websites that produce large volumes of posts and articles. Let’s dig a little deeper, though!

In the notes published by Google they state that websites need to be building posts and articles by people and for people. This has some heavy repercussions for those who try to create helpful content with AI writers. Will these posts be detected?

What about AI writers?

I think it is worthwhile sitting on this question for a moment. Google has mentioned how this will affect AI writers, but there has been a lot of debate on how to use AI writing software for helpful content.

AI writers are trained based on what has ranked well up to this point. The problem is, this means that a lot of AI posts lends towards articles written for search engines, which Google has specifically stated will not be considered helpful content.

These published notes also mention things like massive amounts of created posts, summarizing someone else’s article, using extensive automation will all be flagged as unhelpful content. This extensive automation is where they have flagged AI writing tools.

This leaves much to be answered, though, so I would, personally, caution using AI writers to generate lots of articles for now.

What qualifies as helpful content

Here is something that many are asking: what counts as helpful content?

Google hasn’t had a lot of things to say about this, but has just asked specific questions in their notes. So, let’s summarize what they are getting at just a bit (there’s a lot of room for interpretation here, so keep this in mind).

Your posts need to address the needs of your audience. If your articles and posts pulls in traffic from certain demographics but those users click away from lots of your post, then your content is not helpful!

Showcase expertise and firsthand experience. Conversational style articles that display personal experiences will be considered helpful content.

Readers should walk away feeling accomplished and good about the time spent engaging your article or post. Your article should accomplish goals, stay focused, and make people walk away with some confidence that they can then go and tackle a project or at least feel that they walk away better after engaging with your post.

Clickbait-y is bad. Up to this point, clickbait headings and titles have been perfectly fine. Now, though, if your title sets up a promise, then it must deliver on that promise in some clear, tangible way. Don’t call it an “ultimate guide” unless it is. Don’t “guarantee” results unless you can. Otherwise, Google will not consider your article as helpful content.

Which is why you need to hire top tier content writers

All of this means one thing: copywriters, content writers, and content marketers are going to be worth their weight in gold moving forward.

Writers know how to make helpful content that is also attractive. It’s what we get paid for.

SEO is still important when creating helpful content, which is also why you need a top tier content writer rather than someone you hired from Fiverr for a couple bucks. (Not that there aren’t great writers on Fiverr, but they are far more difficult to find)

The best places to find these top tier writers are to look around in your network. Most job boards are going to net you a hobbyist, someone who is not a native speaker in your language, or someone who doesn’t take their work seriously.

(Side note to this story: I do know someone who hired a writer that was “affordable” only to find out they didn’t write the content…they just plugged it into an AI writer and called it a day. Which is exactly what you DON’T want moving forward)

When in doubt, reach out to me. I know people. And I am one, but I’m always comfortable if we aren’t a good fit and I’ll happily refer you to another writer that I think will kill it for you!

Questions about the “Helpful Content” update?

There will be a lot more information coming out about this update, especially once it starts to roll out sometime in late August and early September (2022). This is one that intersects a LOT with content marketing, so I will be staying on top of it.

For other marketing, content marketing, and other fun topics that don’t necessarily have to do with marketing check out the DSM Blog.

Like I said, if you are looking for a writer, then I’d love to throw my hat in the ring. Just fill out this contact form and we can set something up. Or use that link in the previous section to email me directly if you just have more questions about finding writers or what qualifies as helpful content.

I appreciate you, my friend!

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