Helpful Content Update - Why is helpful content so important?

updated on February 18, 2025

Laptop with announcement of the Helpful Content Update

Author: Siegfried Ferlin

Owner & Managing Director of ithelps Digital. Since 2013, he has been deeply engaged in SEO and online marketing.

Why is helpful content so important and what is the Helpful Content Update? I answer these questions in this article. We'll go into detail about the many benefits and I'll show you how to create high-quality, helpful content yourself.

Helpful content: the decisive factor for sustainable success on the web

Imagine searching the internet for answers to an important question and only finding superficial content that raises more questions than it answers. Frustrating, isn't it?

Unfortunately, such content is no longer the exception, but almost the rule. While copywriters and content creators invested time and brainpower into their content two years ago, AI text generators now allow anyone to quickly create a text. These generic, meaningless text corpses then flood the web and search results without reflection, fact-checking, proofreading or enrichment with real human experience.

"AI text generators are not a competitive advantage. Simply because anyone can use them - and what anyone does only changes the status quo. To succeed with SEO and content marketing, you need to stand out from the status quo as much as possible." - Alexander Rus, Evergreen Media

Here is another interesting study on AI content vs. human-created content by Neil Patel.

"We took 68 websites and created 744 articles. Half by AI, the other half by humans. For both groups, we did keyword research and tried to find keywords with a similar level of difficulty and length of content. We then published the articles on these 68 websites and tracked the average amount of organic SEO traffic each article generated over time."

The result: in month 5, an AI article generated 52 visitors per month, while a human-written article generated 283 visitors per month.

Helpful content as an answer to the challenges of modern search engines

Search engine providers have recognised the problem and are responding to it. For example, Google published its Helpful Content Guidelines back in 2022, which show what people-first content looks like, and followed this up with the September 2023 Google Helpful Content Update.

Information on Google's Helpful Content Update

In September 2023, Google made a major update to its algorithm - the Helpful Content Update.

Source: Google Search Central on X

This is designed to improve the user experience by prioritising helpful content in search results.

How do Google's algorithm updates work?

Google's algorithm is complex and constantly evolving. The Helpful Content Update focussed on the evaluation of content. Among other things, the following factors were taken into account:

How well the content fulfils the user's needs
What expertise the author of the content brings to the table ("content authority") or whether the content was created by users with little specialist knowledge or a lack of references?
How well the content is structured and presented

Effects of the Helpful Content Update

After the update in September, an improved search result was observed. The ranking of helpful content increased, while websites with less informative or poorly researched, incomplete content lost relevance.

What does this mean for you as a content creator?

The Google Helpful Content Update is an important development for websites and content creators.

You should take the following points to heart when creating content for your website:

Focus on creating helpful content for your target audience rather than SEO copy for search engines. Your content should do more than just string keywords together.

Pay attention to quality and expertise. Research topics thoroughly and make sure you use information from reliable sources or bring your own expertise to the table.
Write detailed, comprehensible content and optimise your content for user experience.

In addition to providing helpful content, you should ensure that your website meets the following criteria to further optimise the user experience:

Optimal delivery speed
Mobile-friendliness for display on smartphones
Accessibility for people with disabilities

As part of the core update in March 2024, this "helpful content system" was integrated into the core algorithm. Helpful content is no longer a ranking factor, but a prerequisite for being indexed at all.

So there is no escape. Helpful content is the future for all those who want to run their business successfully on the internet.

Does this mean that AI text generators such as ChatGPT and the like are useless?

No. These tools can be a valuable help to content creators.

How? You can find out here: Writing texts with ChatGPT

What is helpful content?

Helpful content is characterised by relevance, quality and user-centricity. It is about creating content that actually addresses the questions and needs of the target group. It not only offers added value for the reader, but also consolidates the positioning of brands as trustworthy sources in their respective industry.

Helpful content is characterised by the fact that it is informative, reader-friendly and solves a specific problem for the user.

Examples of helpful content:

Instructions in the form of texts or videos
Comprehensive product comparisons or test reports and reviews
Informative blog posts and articles
Helpful lists and summaries on a topic

The main argument in favour of the importance of helpful content lies in its many benefits. These range from an improved user experience to increased visibility in search engines and an increase in conversion rates.

The advantages of helpful content

Improved user experience

The user experience is at the centre of all online interactions. Users are looking for quick, accurate and comprehensive answers to their questions. Helpful content that is clearly structured, informative and directly relevant to the search query leads to a much more enjoyable experience. Users stay on your site longer, interact more and have a positive association with your brand - all thanks to the quality of your content.

Increased traffic and visibility

Search engines love helpful content. With the aim of offering their users the best possible results, Google and co. favour content that offers real added value. Favour content that offers real added value. By creating such content, you improve your chances of appearing on the first page of search results and attract qualified traffic to your site.

Improved conversion rate

When visitors land on your site and find what they are looking for, they are much more likely to take an action - be it a purchase, signing up for a newsletter or sharing your content on social media. Helpful content builds trust and reduces the barriers to conversion by giving users exactly what they need.

Increased brand authority

By providing high quality and helpful content, you position your brand as an authority in your field. This trust is priceless because it means that when users are faced with a question or problem, they will think of you first. A strong brand authority leads to repeat visitors, referrals and an improved perception of your brand.

Loyal community

The power of a loyal community should also not be underestimated. Helpful content encourages dialogue, promotes interaction and creates a community around your brand. These users are both returning visitors to your website and ambassadors for your brand who are happy to share your content in their networks.

So, you now know the benefits of high-quality content. In addition to these obvious benefits, however, it is equally important to be aware of the consequences that poor content can have. These range from a poor user experience to reduced visibility in search engines and potential loss of sales.

The consequences of poor content

User frustration and annoyance

Poorly researched, irrelevant or misleadingly presented content leads to frustration among users. Once a visitor has had a negative experience with your website, there is little chance that they will return. This affects your credibility as a brand in the long term.

Deteriorated visibility in search engines

Search engines are getting better and better at distinguishing high-quality content from low-quality content. Poor content leads to lower rankings, if it is indexed at all, which in turn means your content is harder to find. In the long run, this hurts your business significantly.

Loss of potential customers and sales

A direct consequence of reduced traffic and poor user experience is the loss of potential customers. Users who leave your site frustrated are unlikely to become paying customers, which negatively impacts your revenue.

Damage to brand reputation

Poor content causes lasting damage to your brand reputation. In a world where information and opinions are shared in real time, a negative impression spreads quickly and has long-term effects.

What makes your content not just good, but truly helpful?

Helpful content offers real added value by presenting complex topics clearly and simply. Structured paragraphs, concise headings and bulleted lists effectively guide the reader through the content, while honest content with sound information and accurate sources builds trust.

A captivating text strengthens reader loyalty, current topics or timeless content presented in a fresh way increase relevance. If you then add images, videos and infographics, the content is not only informative, but really helpful.

How to create helpful content

Creating helpful content is not rocket science. It's just more time-consuming than one-click content from ChatGPT and the like. Here are some proven strategies to make your content helpful and user-friendly.

14-point guide for content with real user value

1. Understand the user needs

Every content strategy should start with a deep understanding of the target group and their needs. This can be achieved through keyword research, surveys, social media interactions and analysing user feedback. The better you understand the questions, problems and interests of your target group, the more helpful your content can be.

2. Do extensive research

Helpful content must be accurate, up-to-date and reliable. Make sure your content is well-researched and based on trustworthy sources. Error-free, well-written and structured content emphasises your credibility and expertise.

3. Be guided by E-E-A-T

Experience, Expertise, Authoritativeness, and Trustworthiness are key components of how search engines evaluate the quality of content. Make sure your content reflects these aspects, especially in industries that require high levels of expertise and credibility.

4. Make your headline and introduction appealing

Your headline should arouse curiosity and point directly to the core of the topic. The introduction must clarify the importance of the topic and immediately capture the reader's interest. Surprising facts or rhetorical questions can be particularly effective here.

5. Formulate your texts clearly

Avoid technical jargon where possible. If complex terms are necessary, explain them clearly with examples and analogies.

6. Organise your text clearly

Divide your content into an introduction, main body and conclusion. Use headings, paragraphs and bulleted lists for better organisation. Each section should make its purpose clear and lead seamlessly to the next.

7. Write excitingly

Your writing style should be captivating from start to finish. A fluid and lively style is essential. Stories, personal experiences and humour can strengthen the bond with readers.

8. Provide useful information

Make sure that your article is not only informative, but also offers readers practical benefits. Every point in the article should have clear added value and be directly applicable.

9. Use visual and multimedia elements

Images, graphics and videos should not just be decorative, but really contribute to understanding. They can also help to make complex information easier to understand.

10. Back up your credibility with references

Back up your statements with evidence and sources. This is crucial to build trust with your readers and strengthen your arguments. Avoid making up data and make sure your information is up to date.

11. Keep your content up-to-date and relevant

Your content should either be current or cover timeless topics in a fresh and interesting way. The content must be relevant to your target group and arouse or maintain their interest.

12. Appeal to emotions

Use emotional elements to build a stronger bond with readers. This can be done by including personal stories or addressing topics that resonate on an emotional level.

13. Ensure consistency and reader-friendliness

Ensure consistent use of design and formatting elements. This improves the overall reader experience and contributes to a professional appearance. Short paragraphs and emphasised key information are essential here.

14. Think long term

Helpful content should not be a product of chance, but the result of a well thought-out and long-term content strategy. Planning, regular updates and a willingness to respond to feedback are crucial to producing high-quality, helpful content.

So far, so good. Now you know the theory. It's an important starting point, but it's the practice that provides the most compelling evidence for the success of helpful content. Below are three real-life case studies of what companies and organisations have achieved by implementing helpful content:

Case Studies: How Helpful Content works in practice

1. HubSpot: From helpful blog articles to market leader

HubSpot, an established marketing automation company, has attributed much of its success to the provision of free, high-quality resources. The company invests heavily in an extensive blog that offers numerous guides, e-books and video tutorials on various digital marketing topics. This approach has made HubSpot one of the most cited sources in the industry and has led to tremendous organic traffic growth.

2. Zendesk: Solves customer problems and promotes customer success

Zendesk, a customer service platform, has focussed on creating a comprehensive knowledge base. This includes detailed articles, guides and FAQs to help customers solve problems with their products. Thanks to this helpful approach, Zendesk has not only been able to significantly increase customer satisfaction, but also reduce the number of support requests. The time saved allows the company to focus on further developing the platform and supporting new customers.

3. REI: Useful content for outdoor enthusiasts

REI, a well-known supplier of outdoor equipment, has recognised that its customers often need advice and inspiration. To meet this demand, REI produces high-quality content in the form of blog posts, videos and online courses that focus on outdoor activities, equipment and tips for planning adventure trips.

The content is created by experts and is therefore reliable and trustworthy. REI also offers its customers the opportunity to interact with other outdoor enthusiasts, which can lead to a sense of community. This approach has led to an increase in brand loyalty and an increase in online sales.

These case studies illustrate that helpful content is not a flash in the pan, but a sustainable investment in a company's success. By providing useful and relevant content to their target audiences, companies like HubSpot, Zendesk and REI have been able to significantly increase not only their visibility, but also their brand reputation and ultimately their sales.

Conclusion

The key points of this article illustrate that helpful content is not a luxury, but a necessity for any online presence - be it a personal brand, a small business or a large organisation. It improves the user experience, increases visibility and traffic, boosts conversion rates, builds brand authority and creates a loyal community.

Creating helpful content is a win-win situation for companies and users. Companies can achieve their goals while users find solutions and answers to their questions. The message has been clear since the Helpful Content Update at the latest: if you want to be successful in the digital world, you need to put helpful, high-quality content at the centre of your online strategy.

Now it's up to you to follow this path.

Start by understanding your target group and their needs even better, review your existing content and adapt it if necessary. Experiment with different content formats and measure their effectiveness.

Join the Helpful Content initiative and be part of the movement to make the internet a more informative, helpful and ultimately better place.

Or... Be selfish and think of the benefits Helpful Content can bring to you and your organisation ;)

Useful resources:

Creating helpful, trustworthy, user-centred content (Google Search Central)

Frequently asked questions about helpful content and Google search results

Any questions?

If you have any further questions on the topic or would like professional support, feel free to get in touch with us. Send an email to office@ithelps-digital.com, call us at +43 1 353 2 353, or reach out for us on our contact page.