At Leadtap, we understand how frustrating it can be to invest time into content that fails to perform despite your best efforts. That’s why we want to help shift the focus back to what matters most: the people reading your content.
Google’s guidance on ‘Creating Helpful, Reliable, People-First Content’ is a strong signal of where things are headed. The message is clear content that truly helps users rise to the top.
Self-Assess First: Are You Really Helping Your Audience?
Many of our clients initially struggle with the concept of content quality because it can feel subjective. To clarify this, Google offers a series of self-assessment questions that are both practical and revealing. Here are a few to ask yourself or your team:
- Does the content offer original insights or real-life expertise?
- Would someone feel satisfied after reading it or want to search again?
- Does the content stand out from similar pages on the topic?
Consider approaching this as a team exercise. Get someone unaffiliated with the content to review it honestly. Often, a fresh perspective highlights assumptions we may not realise we’re making.
Depth, Insight and Originality: The New Basics
It is no longer enough to cover the ‘what’ today’s content needs to explore the ‘why’ and the ‘how’. Our team has found that Google increasingly rewards in-depth content that offers genuine value beyond surface-level summaries.
Instead of rephrasing what others have said, ask: What can we add that’s uniquely ours? Maybe it’s a real-world example from your business, proprietary data, or an experience you’ve had with the product or service you’re discussing. These touches not only improve rankings but also strengthen your brand’s voice and authority.
Build Trust Through E-E-A-T
You may already be familiar with the concept of E-E-A-T: Experience, Expertise, Authoritativeness and Trustworthiness. These are the markers Google’s systems look for when deciding which content deserves top placement especially for high-stakes topics related to finance, health or wellbeing.
We recommend strengthening your E-E-A-T signals by:
- Including bylines with author credentials
- Linking to your About page or author profiles
- Citing trustworthy sources
- Avoiding factual errors at all costs
Trust is the foundation. If visitors cannot verify the ‘who’ or feel unsure about the accuracy of the information, they are unlikely to stay or return.
Page Experience Still Matters
Helpful content can be let down by poor user experience. We understand how easy it is to focus solely on the copy, but elements such as page speed, layout and mobile responsiveness remain crucial.
Our advice? Think holistically. A well-written guide buried in a slow, cluttered page is unlikely to thrive. Make sure your content loads quickly, reads easily and works across all devices. A good page experience enhances not only search performance but also visitor satisfaction.
Avoid the Trap of Search Engine-First Content
There is a clear difference between writing for people and writing for algorithms. If your content exists primarily to capture traffic without regard for usefulness Google’s systems are likely to pick up on that.
Some red flags to look out for:
- Writing about trending topics you have no expertise in
- Using automation to mass-produce thin content
- Over-focusing on specific word counts
- Refreshing content only to appear ‘fresh’
We understand the pressure to produce results. But long-term success comes from serving your audience not chasing quick wins.
Transparency in AI and Content Creation
As content automation becomes more accessible, it is tempting to rely heavily on AI-generated copy. We encourage creators to be transparent about how content is produced, especially when automation is involved.
If you are using AI tools, consider adding a brief explanation or disclaimer. Readers increasingly want to understand how information is being created. Demonstrating editorial oversight builds trust and reflects Google’s own guidance.
Use the ‘Who, How and Why’ Framework
Google recommends reviewing content through three simple lenses:
- Who created it? Is the author clearly identified and qualified?
- How was it made? Is the process especially for reviews or research transparent?
- Why does it exist? Is it genuinely intended to help the reader, or simply to drive clicks?
Our team finds this framework especially useful during editorial reviews. It brings clarity to content planning and ensures we stay aligned with both our audience’s needs and Google’s expectations.
The Takeaway: Helping People Helps Rankings
At Leadtap, we believe that helpful content is not just an SEO tactic it’s the foundation of a meaningful digital presence. When you focus on real users, everything else falls into place: better engagement, stronger rankings and more qualified leads.
As you review your content strategy, ask yourself this: If search engines disappeared tomorrow, would your content still be valuable?
If the answer is yes, you’re already on the right path.
Need Support?
If you’re unsure where to start or would like a second pair of eyes on your content, we’re here to help. Whether you need an in-depth audit or a shift in content strategy, our team is committed to helping you create work that connects with both people and search engines.
Let’s build something genuinely useful together. Contact us.
