Helpful content for Google — what counts since the Helpful Update

Have you seen it yet? Sometimes you come across ranking content that was obviously written purely for the search engine. You read it and think, what was this about again? Texts like that are full of loose keywords and read downright awkwardly. People do this purely for SEO traffic. That is exactly what Google tackles with the Helpful Content Update.

Important for 2026: since March 2024, this update has been part of Google's core algorithm. "Being helpful" is therefore more than a one-off update. It is a lasting principle. And it ties in seamlessly with E-E-A-T. Here is how to make sure your content stays on the right side of that line.

Write for people, first and foremost

The principle revolves around one thing. Ranking helpful content higher than content that only feeds search engines. Google gives you a few clear questions for this. Do you have a clear target audience that finds your content useful? Does your site have a clear main purpose? And does a visitor leave with enough to move forward? If you answer yes to those, you are already well on the right track.

At the same time, watch out for the opposite. Do you scatter your content across dozens of topics in the hope that one catches on? Do you write purely to a keyword count? Do you mostly summarise what others have already said? Those are the signals you want to avoid. Good SEO is still needed, by the way. You just put it to work for the reader.

Become the specialist in your niche

Focus your content on one clear industry or niche. Google prefers a site with focus over one that writes a little about everything. So be the expert, know your field and know what you are talking about. That way you give people the most value and at the same time build the authority Google rewards.

Make your content actionable

Does someone read your piece and come away empty-handed? Then your content misses its purpose. So give a clear starting point. I always highlight the most important paragraphs myself and end with the key points in a list. If someone skips part of the text, they still get the essence.

Keep your content fresh

The world changes, so your content does too. An article you write once and leave alone slowly sees its traffic stagnate. So update your pieces regularly, at least once a year, to keep them fresh and relevant. Not sure how? Search for your main keyword, look at the ten positions above you and pick up what they do better.

Add your own experience

This is where your biggest advantage lies. What have you experienced yourself around this topic? What do you know that someone else misses? By adding your own practical experience, you deliver value that a summary rarely matches. This is exactly the first E of E-E-A-T. It brings you more backlinks, traffic and engagement.

Serve every type of reader

One person scans, another reads carefully, yet another prefers to watch a video or listen. Respond to that with images, video and a clear infographic. A difficult topic suddenly becomes easy to digest. You reach everyone in the way that suits them.

Do this consistently and your content stays helpful, for your reader and for the search engine that judges it.