As I sat down with Kate Toon to discuss the ever-evolving realm of SEO, a poignant question surfaced—what truly defines helpful content? It's a notion that's sparked endless debates and Google's algorithm has tirelessly toiled to decipher it. Yet, the essence of helpful content, as we pondered, extends beyond mere compliance with search engine parameters.
The Evolution of Content in the Eyes of Google
From the mechanical jargon of the past, reminiscent of staccato sentences—'I am a dentist in Sydney'—we've witnessed a seismic shift towards a more natural, conversational tone. With updates like Hummingbird, BERT, and MUM, Google has gradually honed its understanding of human language, inviting us to write with a freedom that once seemed lost in the SEO shuffle.
Language Fluidity: The algorithm now appreciates the finesse of pronouns, prepositions, and the subtle dance of verbs.
Intuitive Content: We're encouraged to write not just for Google's eyes, but for the human experience.
Understanding Helpful Content Through a Human Lens
The quest for helpful content isn't a mere Google-centric endeavour. It's about crafting articles that evoke the sensory experience of the subject. Take, for instance, an article about Sydney's top pizza spots. There's the SEO-driven approach—functional, perhaps, but devoid of soul. And then there's storytelling that transports readers right to Giovanni's doorstep, the aroma of pizzas in the air, reminiscent of grandmother's kitchen.
Storytelling vs Keywords: Moving from keyword saturation to creating memorable stories.
E-E-A-T Principles: Showcasing experience, expertise and authority through engaging and trustworthy narratives.
Emotional Connection: The Heart of Content
As Kate eloquently mused, it's about the emotional journey as much as the informational one. When you read an article, there's an intrinsic knowing—it either resonates as a piece crafted with care and authenticity or as one that's mechanically churned out to appease search engine gods.
Reader's Instinct: We instinctively know when content is genuinely helpful or superficially SEO-driven.
The Trust Factor: Authentic, relatable content builds trust and establishes a bond with the audience.
"We don't need Google to tell us what helpful content is. We know it by the stories we tell, the connections we make, and the experiences we share."
- Kate Toon