Google currently has a market share of roughly 85% of all online searches. That means the massive search engine is visited over 89.3 billion times a month for everything from “things to do near me” to family vacation ideas. With that much demand, competition to get up to the top of any organic search is tricky at best.

From time to time, Google will release an update to their search engine algorithm, which affects how web pages are ranked and what appears in the search results when you type in a query.

That is where Google’s Helpful Content System comes into play. This update to the search algorithm emphasizes the importance of helpful, reliable, and people-first content. It means the quality of what you put online is more critical than fluff and keywords. 

As tour, activity, and attraction operators, it is crucial to understand what this system entails and how it can impact your website’s performance. So let’s explore how you can adjust your content and make the most of this update.

What is Google’s Helpful Content System?

Google’s Helpful Content System focuses on delivering users the most relevant and valuable information. It aims to prioritize content that helps people find answers, make decisions, and effectively engage with the digital world. 

This shift signifies a departure from content created solely for search engines and highlights the significance of user-centric content creation designed to educate and entertain.

Over the years, Google has been refining its algorithms to improve the search experience for users. The Helpful Content System is a part of this ongoing effort, aiming to reward websites that provide high-quality, informative, and trustworthy content. You can enhance your website’s visibility and user engagement by aligning your content strategy with this system.

This update is not a one-time affair. There is another update to this system expected in the coming months. Google will raise those articles and websites crafted from a “personal or expert point of view” with a greater focus on content offering unique expertise and experience.

Pro Tip: While AI-generated text will revolutionize the website industry, be sure not to rely solely on these tools for complete content creation. They are based on content already on the internet and cannot offer the personality that your readers may want the most. 

How to Make Your Content Perform Well with This System in Mind

Okay — you have a niche market that loves what you bring to the digital table. If you want to maintain their attention and grow your market reach, you need to be aware of Google’s Helpful Content System updates to avoid losing placement on organic search results. 

1. Write for Your Intended Audience & Focus on People-First Content

There is incredible power in developing a target audience persona. Listing the demographics behind whom you hope to read your content gives you an excellent goal for crafting unique copy. This will help you develop resources that address their needs, pain points, and interests.

Next, come from a place of authentic expertise. You must demonstrate that you have direct experience in what you offer. When your readers browse your info, they should feel your level of expertise “bleed” into the copy and engage their interest. This builds brand loyalty and trust with what you have to offer.

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Pro Tip: Need help figuring out where to start? Ask the “who, how, and why” about your content. Is it evident who created the content? How was the content created? Why was the content created? Who is the content designed for? How will the content service your audience?

2. Assess Your Content with These Questions in Mind

Once you have addressed the standard questions of your content, it’s time to make sure it meets the standards of any Google Helpful Content Update. There is a long list of questions you can explore directly from the team behind Google’s search engine. 

The basics are:

• Does your new content provide a comprehensive description of the topic you’re writing about?
• Is it original and draws on other content, or are you copying other information?
• Is the grammar, spelling, and flow well written?
• And more . . .

Even those three questions tell you enough. Google is changing its focus to quality over quantity and wants you to offer content that will serve readers well.

3. Write content with E-E-A-T in mind

E-E-A-T doesn’t mean grabbing a bite at the restaurant you just discovered on a food tour. E-E-A-T is an acronym that stands for:

• Experience
• Expertise
• Authoritativeness
• Trustworthiness

You may have seen this as just E-A-T in many online spaces, but combining experience with expertise is critical. You want to demonstrate that you are an industry leader on your topic and have the background and insight to prove it.

When you write, you build trust with your audience by showing authority. When you consistently craft high-quality content that resonates with your audience, your page rank will jump much higher. 

That builds a reputation for excellence and creates an undeniable trustworthiness that you are who you say you are. Remember, the internet is anonymous, and people want reassurance that you can provide results.

Pro Tip: Need an easy way to build authority? Two critical resources in today’s marketplace will guarantee your authority. Feature user-generated content (reviews, customer stories, social media posts) and have premium quality backlinks from reputable sources. 

As Google continues to refine its algorithms and prioritize user-centric content, understanding and adapting to the Helpful Content System is essential for your website’s success. By creating content that genuinely helps and engages users, you can improve your website’s visibility, credibility, and user satisfaction.

Be sure to utilize this and our other SEO articles so you remain top of Google’s search engine results. Good luck, and keep it simple, authoritative, and engaging!