It’s been a while since I last posted here on the blog, and I’ve decided to return with more in-depth, practical, and opinionated articles.
This content is a compilation of my most recent thoughts on SEO, especially following Google’s latest update. I want to share what’s truly working, what no longer is, and how to avoid wasting time and money on outdated strategies.
What Is Helpful Content in SEO?
Helpful content is information that is relevant, clear, and well-structured, focused on the user rather than the algorithm. This means answering the reader’s question directly – no fluff.
It used to be common to write a 2,000-word post just to deliver what mattered in the final paragraph. That doesn’t fly anymore. The new generation wants quick answers. Google wants that too. And if you don’t deliver, you’ll drop.
📊 According to Google’s documentation, their helpful content system prioritises pages that demonstrate real expertise and meet the user’s expectations.
Google’s Update and the End of Empty Content
The helpful content update works as a signal to the algorithm. If your site publishes too much irrelevant content, even if some pieces are good, your entire site can suffer.
A friend of mine was doing well until he decided to upload 450 pages at once. His traffic plummeted. Why? Because you can’t automate everything. Uploading hundreds of AI-generated articles in one go and expecting miracles is a mistake. That kind of move attracts attention – the bad kind.
Cadence is everything.
Practical Tip: Share Your Experience
One of the most valuable tips is to write in the first person, especially on review or recipe sites. Instead of saying “this is the orange cake recipe”, say “my aunt used to bake this cake on my birthday, and I learned it from her”. This creates connection, builds empathy, and establishes authority.
Helpful content isn’t just about informing — it’s about showcasing experience, authority, and trustworthiness (E-E-A-T).
📚 A recent study from Backlinko and Semrush confirms that user experience signals and content depth are key to high rankings.
Quality Over Quantity
You could have 200 blog posts that don’t rank, or 20 that dominate the SERP.
Less is more. Many clients come to me with the same issue: keyword cannibalisation. Three articles on the same topic with different URLs. It’s counterproductive. Opt for one solid, comprehensive piece and link to complementary content.
Content Clusters: SEO’s Golden Gate
Here’s how it works: you create a pillar post – a complete guide on a topic. Then, you build satellite content that dives deeper into subtopics. For instance, the pillar is “how to play guitar”, and the satellites are “best guitar strings”, “top guitar brands in 2025”, and so on.
This shows Google that you’re a topic expert, and it improves the user journey, helping people find everything they need on your site.
🔍 Internal research by HubSpot shows that sites using topic clusters see higher rankings across multiple keywords.
Semantic SEO and Long Tail Keywords
Today, Google understands context. If someone searches “how long does it take to learn guitar?”, it’s not just looking for “time” and “guitar” — it grasps the intent behind the query.
So, work with semantic variations: “guitar for beginners”, “learn to play guitar course”, “tips to learn guitar fast”, etc. This helps cover more keywords and attract qualified traffic.
Internal Linking: A Forgotten SEO Pillar
Most client issues I encounter stem from poor internal linking. I’ve seen sites climb up in rankings just by fixing internal links, without building a single backlink.
Consistency is key. Don’t use the same anchor text to point to different pages. Choose a clear destination and stick to it.
You Don’t Need Another Article
Some clients I work with, I tell them: stop writing. Let’s review what’s already there. If you don’t update old content, it disappears from the index.
📈 A study by Orbit Media shows that blog traffic can drop significantly if content is not refreshed within 120 days.
Don’t write to hit a quota. Don’t publish just to publish. Create strategic content that fits a well-planned funnel, and update it over time. Google LOVES updated content.
First Person, First Impression
You know what makes someone stay on a page?
It’s not just the title, the intro, or the design. It’s the voice.
When someone reads “I’ve been testing this for the past three months, and here’s what happened”, they feel they’re talking to a real person. This adds value, trust, and connection.
That’s why I use “I” in this post. It’s not about ego — it’s about creating credibility and identity.
Cadence Matters
Google loves content, but not all at once.
Publishing 10 posts in one day and then going quiet for a month is not healthy for your site’s performance. The ideal is to establish a publishing cadence, even if it’s just one article per week.
A consistent content schedule signals to Google that your site is alive, active, and growing steadily.
Google Is Getting Smarter
The latest updates show something clear: Google is moving away from simple keyword matching and shifting towards understanding context and purpose.
Before, you’d rank just by repeating the target keyword several times.
Now, Google wants to know: is this content genuinely answering the user’s question? Is it unique, trustworthy, and authored by someone with experience?
If yes, you’re in the game. If not, you’re invisible.
What Google Penalises
Let’s be blunt.
What doesn’t work in 2025:
-
500-word “SEO content” with no depth
-
Keyword stuffing
-
AI-generated text with no editing
-
Repetitive or duplicate content
-
Thin affiliate pages
-
Articles without structure or a clear purpose
One of the biggest mistakes I see is people using AI to generate 300 posts per month, thinking volume equals traffic.
It doesn’t.
What gets you traffic is quality and strategy.
Your Content Needs One Clear Question
Every page should be built around a primary question.
Before writing, ask yourself: “What is the user trying to find when searching for this?”
Then, answer that question as early and clearly as possible in your content.
Add images, examples, and internal links to deepen the experience. That’s what keeps users on the page — and what keeps you in the rankings.
Position Zero and Artificial Intelligence
Featured snippets (also known as Position Zero) still matter a lot. They’re often the first visible answer in the search results.
To get there, follow this structure:
-
Use headers (H2/H3) with direct questions
-
Answer concisely right below the header
-
Use bullet points or numbered lists
-
Add a relevant image when possible
And now that AI Overviews are being tested in many countries, the battle for visibility is even more competitive.
Your content must be so clear, so helpful, that even AI will want to use your words as reference.
🧠 According to Search Engine Journal, optimising for AI Overviews means focusing even more on structure, clarity, and accurate information.
Practical Example of a Content Cluster
Let’s say you have a website about vegan cooking.
Your pillar page might be:
“The Ultimate Guide to Vegan Cooking”
Your satellite posts could include:
-
“Top 10 Vegan Protein Sources”
-
“Vegan Meal Plans for Beginners”
-
“Vegan Substitutes for Cheese and Milk”
-
“Essential Vegan Pantry Ingredients”
Each of these links back to the main pillar page and to each other. This builds a strong internal structure, helping users (and Google) navigate your expertise.
Conclusion: What SEO in 2025 Is Really About
SEO is no longer a game of keywords and backlinks alone.
It’s about:
✅ Being genuinely helpful
✅ Demonstrating real experience
✅ Offering strategic structure and clarity
✅ Building authority on topics over time
✅ Publishing with consistency and purpose
✅ Updating content to stay fresh
✅ Creating a seamless user experience
Want to grow your traffic in 2025? Start by cleaning your old posts, building solid topic clusters, and publishing with clarity, empathy, and intent.
SEO is alive — and more human than ever.
