{"id":28249,"date":"2022-09-21T08:39:01","date_gmt":"2022-09-21T07:39:01","guid":{"rendered":"https:\/\/www.nettl.com\/ie\/?p=28249"},"modified":"2022-09-22T10:11:46","modified_gmt":"2022-09-22T09:11:46","slug":"helpful-content","status":"publish","type":"post","link":"https:\/\/www.nettl.com\/ie\/helpful-content\/","title":{"rendered":"Helpful Content Update"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m6p6uk1-2658de3e7a717acde3b94021942a501e\">\n.avia-section.av-m6p6uk1-2658de3e7a717acde3b94021942a501e{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2022\/09\/Helpful-background-medium-1920x1080-1.jpg);\nbackground-position:50% 50%;\nbackground-attachment:fixed;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-m6p6uk1-2658de3e7a717acde3b94021942a501e main_color avia-section-default avia-no-border-styling  avia-builder-el-0  el_before_av_section  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itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/Helpful-Logo-Web-900.png\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kd31jyp-01e5d7d3c2e3bb8cf89629c97abc837d\">\n.flex_column.av-kd31jyp-01e5d7d3c2e3bb8cf89629c97abc837d{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-kd31jyp-01e5d7d3c2e3bb8cf89629c97abc837d av_one_fifth  avia-builder-el-4  el_after_av_three_fifth  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><\/div>\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='familiarity'  class='avia-section av-2qwy3ht-8a2c23e8b96a4ca6a0ee5518929c44bc main_color avia-section-default avia-no-border-styling  avia-builder-el-5  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-28249'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f\">\n.flex_column.av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f av_one_fifth  avia-builder-el-6  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div av-hide-on-mobile av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-28z32gh-8306082e681bdb1a559cb023abad5737\">\n.flex_column.av-28z32gh-8306082e681bdb1a559cb023abad5737{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-28z32gh-8306082e681bdb1a559cb023abad5737 av_three_fifth  avia-builder-el-7  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-1txvxe9-928a422fcd21476790a7aa802c2810e2 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1>Google Helpful Content Update<\/h1>\n<p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152\">\n.av_font_icon.av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152 .av-icon-char{\nfont-size:1em;\nline-height:1em;\n}\n<\/style>\n<span  class='av_font_icon av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152 avia_animate_when_visible av-icon-style- avia-icon-pos-left av-no-color avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue862' data-av_iconfont='entypo-fontello' ><\/span><\/span>\u00a0<em><strong>approx 9 minute read<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-10  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-14-338fd8130a78710f65e35445659ad64d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>What\u2019s the fuss about?<\/h2>\n<p>Google recently performed another core update.<\/p>\n<p>This means they changed the way they calculate where your website will appear in their search rankings. If at all.<\/p>\n<p>Now, Google makes changes all the time. (in one year <a href=\"https:\/\/moz.com\/blog\/how-often-does-google-update-its-algorithm\" target=\"_blank\" rel=\"noopener\">as many as 9 per day on average<\/a>) and they don\u2019t usually say anything.<\/p>\n<p>So when they make a fuss about it, the search community tends to sit up and pay attention.<\/p>\n<p>Before having a good chinwag about it throughout the aftermath.<\/p>\n<p>The last time we wrote about something similar was back in June 2021.<\/p>\n<p>If you haven\u2019t already seen it, you should check out <a href=\"https:\/\/www.nettl.com\/ie\/google-algorithm-updates\/\" target=\"_blank\" rel=\"noopener\">Rumble in the Rankings<\/a> because it is still relevant today.<\/p>\n<p>But right now we\u2019re going to discuss this latest set of changes.<\/p>\n<p>We\u2019ll discuss how it could affect your website rankings and give advice on what you can do to improve things.<\/p>\n<p>Let\u2019s get started.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-13-ea769b179103e08e33cb9b34f6ae153b\">\n#top .hr.hr-invisible.av-jp00gvdr-13-ea769b179103e08e33cb9b34f6ae153b{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-13-ea769b179103e08e33cb9b34f6ae153b hr-invisible  avia-builder-el-12  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-b5e6852a5f9a69725497f2c5918d23b1\">\n.avia-image-container.av-h2771v5-b5e6852a5f9a69725497f2c5918d23b1 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-b5e6852a5f9a69725497f2c5918d23b1 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-b5e6852a5f9a69725497f2c5918d23b1 av-styling- avia-align-  avia-builder-el-13  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/helpful-content-google-1030x429.png\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-10-66a0a16441dbf7449cf01cf6d9267dae\">\n#top .hr.hr-invisible.av-jp00gvdr-10-66a0a16441dbf7449cf01cf6d9267dae{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-10-66a0a16441dbf7449cf01cf6d9267dae hr-invisible  avia-builder-el-14  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-11-fe115f9d6c7ab9e98e17478932ef9709 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>What\u2019s new this time?<\/h2>\n<p>This Google update is called the <em><strong>Helpful Content Update<\/strong><\/em> (HCU).<\/p>\n<p>Kind of gives you a hint as to what it\u2019s all about, but let\u2019s dive into a little more detail.<\/p>\n<h2>What\u2019s in a name?<\/h2>\n<p>While we\u2019re big fans of the odd animal appearance here at Nettl, previous updates named Hummingbird, Panda, and Penguin don\u2019t give you many clues.<\/p>\n<p>The title of this update is more in keeping with previous ones like &#8216;Page Experience&#8217; and\u00a0 &#8216;MobileFriendly&#8217;.<\/p>\n<p>Some people say it helps Google appear more helpful in itself. But perhaps it goes even deeper than that.<\/p>\n<p>In fact, not only did they give it a nice straightforward name but they also approached this differently.<\/p>\n<ul>\n<li>Plenty of advance notice was given<\/li>\n<li><a href=\"https:\/\/developers.google.com\/search\/blog\/2022\/08\/helpful-content-update\" target=\"_blank\" rel=\"noopener\">Clear guidelines were released on the topic<\/a><\/li>\n<li>Influencers were tipped off beforehand<\/li>\n<\/ul>\n<p>That last one is important because it\u2019s a clever marketing tactic often used to help get your message out there.<\/p>\n<p>In fact, you can use the same approach if you&#8217;ve got a special upcoming announcement.<\/p>\n<p>Leaking news ahead of time to influential people in the industry means they\u2019re more likely to report on this \u2018exclusive\u2019.<\/p>\n<p>So Google seemed particularly keen to educate everyone on their new development.<\/p>\n<p>Maybe it\u2019s just their age. Or maybe they\u2019re looking for the message (and guidelines) to resonate much deeper than your usual industry gaggle.<\/p>\n<p>Perhaps they\u2019re hoping to get their message directly across to the website owners. The content producers.<\/p>\n<p>Perhaps they\u2019re hoping to reach YOU.<\/p>\n<p>And as you\u2019re reading this then they can chalk that one up. Score!<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-8-e1676265f15a4b0d21469e2d3d70f889\">\n#top .hr.hr-invisible.av-jp00gvdr-8-e1676265f15a4b0d21469e2d3d70f889{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-8-e1676265f15a4b0d21469e2d3d70f889 hr-invisible  avia-builder-el-16  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-9-905bfb9c557aea48a9395daa02ee58f8\">\n.avia-image-container.av-h2771v5-9-905bfb9c557aea48a9395daa02ee58f8 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-9-905bfb9c557aea48a9395daa02ee58f8 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-9-905bfb9c557aea48a9395daa02ee58f8 av-styling- avia-align-  avia-builder-el-17  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/Dog-smile-900.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-6-f989f7d47dbf7b02a29fe94e93baa34b\">\n#top .hr.hr-invisible.av-jp00gvdr-6-f989f7d47dbf7b02a29fe94e93baa34b{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-6-f989f7d47dbf7b02a29fe94e93baa34b hr-invisible  avia-builder-el-18  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-7-3b3e1d9ac9b954973afa3b03b16654d6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>What is the Helpful Content Update all about?<\/h2>\n<p>As they\u2019ve gone out of their way to be transparent, let\u2019s hear it from the horse&#8217;s mouth.<\/p>\n<p>&#8220;The helpful content update aims to better reward content where visitors feel they&#8217;ve had a satisfying experience, while content that doesn&#8217;t meet a visitor&#8217;s expectations won&#8217;t perform as well.&#8221;<\/p>\n<p>Ooo, that\u2019s interesting. They said \u2018had&#8217;. Past tense.<\/p>\n<h2>\nHow do they know if someone has had a satisfying experience?<\/h2>\n<p>Well, Google can count upon user signals such as<\/p>\n<ul>\n<li><a href=\"https:\/\/www.nettl.com\/ie\/what-makes-people-click\/\" target=\"_blank\" rel=\"noopener\"><em><strong>Click Through Rate (CTR)<\/strong><\/em><\/a><\/li>\n<li><a href=\"https:\/\/www.nettl.com\/ie\/bounce-rate\/\" target=\"_blank\" rel=\"noopener\"><em><strong>Bounce Rate<\/strong><\/em><\/a><\/li>\n<li><a href=\"https:\/\/www.nettl.com\/ie\/dwell-time\/\" target=\"_blank\" rel=\"noopener\"><em><strong>Dwell Time<\/strong><\/em><\/a><\/li>\n<li><a href=\"https:\/\/www.nettl.com\/ie\/pogo-sticking\/\" target=\"_blank\" rel=\"noopener\"><em><strong>Pogo Sticking<\/strong><\/em><\/a><\/li>\n<\/ul>\n<p>Plus, their <a href=\"https:\/\/www.nettl.com\/us\/google-algorithm-updates\/\" target=\"_blank\" rel=\"noopener\">Core Web Vitals<\/a> data helps make an educated guess.<\/p>\n<p><em><strong>So the advice is not new.<\/strong><\/em><\/p>\n<p>But maybe Google is better prepared to mark your score sheet.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-4-7d9316025ee48a07958e5dcd1627d38a\">\n#top .hr.hr-invisible.av-jp00gvdr-4-7d9316025ee48a07958e5dcd1627d38a{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-4-7d9316025ee48a07958e5dcd1627d38a hr-invisible  avia-builder-el-20  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-5-0d67faeb861c8b39126db891d7cfc31b\">\n.avia-image-container.av-h2771v5-5-0d67faeb861c8b39126db891d7cfc31b img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-5-0d67faeb861c8b39126db891d7cfc31b .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-5-0d67faeb861c8b39126db891d7cfc31b av-styling- avia-align-  avia-builder-el-21  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/robots-1000.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-2-e0757191eb24c036ba193ee969f20a5e\">\n#top .hr.hr-invisible.av-jp00gvdr-2-e0757191eb24c036ba193ee969f20a5e{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-2-e0757191eb24c036ba193ee969f20a5e hr-invisible  avia-builder-el-22  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-l8a44wqn-a31e7b4a8a0c6da59c800eac4138ba39 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>What else has Google said about the Helpful Content Update?<\/h2>\n<p>In a nutshell, they want to reward content written for humans. Not bots.<\/p>\n<p>So that content creators will focus on helpful, people-first content.<\/p>\n<p>Avoiding writing purely for search engines.<\/p>\n<p>And not using extensive automation to produce content on many topics.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-33fjkip-bff29d70a8179830bc28de96d0329e02\">\n#top .hr.hr-invisible.av-33fjkip-bff29d70a8179830bc28de96d0329e02{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-33fjkip-bff29d70a8179830bc28de96d0329e02 hr-invisible  avia-builder-el-24  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l8a7ccgw-28e3c051425f942de63a61278747295e\">\n.avia-image-container.av-l8a7ccgw-28e3c051425f942de63a61278747295e img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-l8a7ccgw-28e3c051425f942de63a61278747295e .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-l8a7ccgw-28e3c051425f942de63a61278747295e av-styling- avia-align-  avia-builder-el-25  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/HCU-tumbleweed.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2gboq3l-1fa83db4a000174c9a8785cbf15eaad3\">\n#top .hr.hr-invisible.av-2gboq3l-1fa83db4a000174c9a8785cbf15eaad3{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-2gboq3l-1fa83db4a000174c9a8785cbf15eaad3 hr-invisible  avia-builder-el-26  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-l8a4de01-a7a9312d050bf02d0c572f0ba387c07e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>What impact has the HCU had so far?<\/h2>\n<p>In all honesty, not much. Most reports suggest this update hasn\u2019t caused as many shockwaves as previous ones.<\/p>\n<p>Everyone is different of course. Some website types appear to have been hit harder than others.<\/p>\n<h2>If that\u2019s the case, why should I care?<\/h2>\n<p>Well, in general, ranking changes certainly seem to have been less volatile.<\/p>\n<p>But that\u2019s only so far.<\/p>\n<p>Google has specifically talked about this update being part of an ongoing process.<\/p>\n<p>So it\u2019s likely they\u2019ve only just started to lay the foundations. Or the first floor at any rate.<\/p>\n<p>Either way, when Google start down a path like this, they\u2019re unlikely to dramatically change course.<\/p>\n<p>In fact, they\u2019ve been tweaking the same \u2018user-experience\u2019 narrative for decades.<\/p>\n<p><a href=\"https:\/\/research.google\/pubs\/pub36299\/\" target=\"_blank\" rel=\"noopener\">This 2010 article<\/a> discusses their <em><strong>HEART framework<\/strong><\/em> for measuring user experience on a large scale.<\/p>\n<p><em>(Hmm, feels like we should expand on this in a future post&#8230;)<\/em><\/p>\n<p>But for now, to briefly summarise, here are five metrics used in the HEART framework:<\/p>\n<ol>\n<li><strong>Happiness<\/strong><\/li>\n<li><strong>Engagement<\/strong><\/li>\n<li><strong>Adoption<\/strong><\/li>\n<li><strong>Retention<\/strong><\/li>\n<li><strong>Task Success<\/strong><\/li>\n<\/ol>\n<p>Remember, Google search users aren\u2019t YOUR customers. Not yet anyway.<\/p>\n<p>They\u2019re Google\u2019s customers. (Or Google&#8217;s product, depending on how you look at it).<\/p>\n<p>But either way, Google will do whatever it can to serve its users.<\/p>\n<p>How? By recommending the most relevant, helpful, and trustworthy websites related to the user&#8217;s query.<\/p>\n<p>Align your goals with Google\u2019s goals and you won\u2019t be too far off-target, whatever update is next.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-27jaz8h-0870fb2115dfb055530ec6e25c769151\">\n#top .hr.hr-invisible.av-27jaz8h-0870fb2115dfb055530ec6e25c769151{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-27jaz8h-0870fb2115dfb055530ec6e25c769151 hr-invisible  avia-builder-el-28  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l8a7ezgm-1bae1a9cdd2aac8cec7b2322375f97df\">\n.avia-image-container.av-l8a7ezgm-1bae1a9cdd2aac8cec7b2322375f97df img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-l8a7ezgm-1bae1a9cdd2aac8cec7b2322375f97df .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-l8a7ezgm-1bae1a9cdd2aac8cec7b2322375f97df av-styling- avia-align-  avia-builder-el-29  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/helping-to-climb.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1kranr5-2460083cbbe291176394a4451f7d90d1\">\n#top .hr.hr-invisible.av-1kranr5-2460083cbbe291176394a4451f7d90d1{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1kranr5-2460083cbbe291176394a4451f7d90d1 hr-invisible  avia-builder-el-30  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-l8a4gw2l-f5850422c8399f9d6eb044fc9cf21667 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>How can I make my content more helpful?<\/h2>\n<p>Simply be of service to the best of your ability.<\/p>\n<p>First, you\u2019ll need to understand your website visitor to be able to understand and cater to <a href=\"https:\/\/www.nettl.com\/ie\/search-intent\/\" target=\"_blank\" rel=\"noopener\">search intent<\/a>.<\/p>\n<p>That\u2019s about aligning user goals with your website capability.<\/p>\n<p>Or, to put it simply, <em><strong>making sure users can easily do what they came to do.<\/strong><\/em><\/p>\n<p>Once you understand this, it becomes all about mystery shopping yourself. And your competitors!<\/p>\n<p>Look for ways to better satisfy the user.<\/p>\n<ul>\n<li>Do you have an existing audience that would find your content useful?<\/li>\n<li>Does your site have a primary purpose or focus?<\/li>\n<li>Will someone feel satisfied after reading the content?<\/li>\n<\/ul>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1bwh1b5-56adef875834ee43c9762a9da2f03d36\">\n#top .hr.hr-invisible.av-1bwh1b5-56adef875834ee43c9762a9da2f03d36{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1bwh1b5-56adef875834ee43c9762a9da2f03d36 hr-invisible  avia-builder-el-32  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l8a7n0z7-40fc0a3f6be7ef4f4b2a5db855f1f31a\">\n.avia-image-container.av-l8a7n0z7-40fc0a3f6be7ef4f4b2a5db855f1f31a img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-l8a7n0z7-40fc0a3f6be7ef4f4b2a5db855f1f31a .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-l8a7n0z7-40fc0a3f6be7ef4f4b2a5db855f1f31a av-styling- avia-align-  avia-builder-el-33  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/mystery-shopper.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-u80nmp-0f10457b9e4e3ccaa8525da4eb0563b5\">\n#top .hr.hr-invisible.av-u80nmp-0f10457b9e4e3ccaa8525da4eb0563b5{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-u80nmp-0f10457b9e4e3ccaa8525da4eb0563b5 hr-invisible  avia-builder-el-34  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-3-cb4ba5d2a3d2336fc30bf2eac7c99d87 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2n82roh-f5a500301d18e52da1d75c5ceb557048\">\n.av_font_icon.av-2n82roh-f5a500301d18e52da1d75c5ceb557048{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-2n82roh-f5a500301d18e52da1d75c5ceb557048 .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-2n82roh-f5a500301d18e52da1d75c5ceb557048 avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\uf002' data-av_iconfont='fontawesomeregular' ><\/span><\/span> #1 Do your research<\/h3>\n<p>No doubt you\u2019re an expert in what you do.<\/p>\n<p>But are you an expert in what your potential customers *think* you do?<\/p>\n<p>Are you up to speed on<\/p>\n<ul>\n<li>How they found you<\/li>\n<li>Why they chose you, and<\/li>\n<li>What they are looking for<\/li>\n<\/ul>\n<p>If not, or even if you just need a refresher, get that customer hat on again and go exploring.<\/p>\n<p>Perform Google searches on the keywords and phrases that you would like to rank for.<\/p>\n<p><em>What\u2019s the intent here?<\/em><\/p>\n<p>You can discover this by assessing what results Google is showing. Are they transactional, or educational?<\/p>\n<p>If the search results feature mostly <a href=\"https:\/\/www.nettl.com\/ie\/product-reviews\/\" target=\"_blank\" rel=\"noopener\">comparison and review pages<\/a>, then your content should be aligned with this.<\/p>\n<p>An educational step-by-step guide on how to build the perfect pergola?<\/p>\n<p>Then your content should be aligned with that.<\/p>\n<p>Take some time to carefully browse each of the top-performing websites and see what issues they are addressing.<\/p>\n<p>Don\u2019t forget to check out the <em>\u2018People also ask\u2019<\/em> and <em>\u2018Related searches\u2019<\/em> sections of the search engine results page for more ideas.<\/p>\n<p>Finally, if you have time, you should plug some of these keywords into Google Adwords\u2019 Keyword Planner.<\/p>\n<p>You can get information about the volume of monthly searches, competitiveness, and comparative <a href=\"https:\/\/www.nettl.com\/ie\/pay-per-click\/\" target=\"_blank\" rel=\"noopener\">PPC<\/a> cost.<\/p>\n<p>This data can help you plan and prioritise your work.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4i139tt-e69d6e66ccce0c3f1a36192f5b74dbb2\">\n#top .hr.hr-invisible.av-4i139tt-e69d6e66ccce0c3f1a36192f5b74dbb2{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-4i139tt-e69d6e66ccce0c3f1a36192f5b74dbb2 hr-invisible  avia-builder-el-37  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ws29r5-521899062916b8723c2d26bac2e4a241\">\n.avia-image-container.av-ws29r5-521899062916b8723c2d26bac2e4a241 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-ws29r5-521899062916b8723c2d26bac2e4a241 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-ws29r5-521899062916b8723c2d26bac2e4a241 av-styling- avia-align-  avia-builder-el-38  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/say-what-900.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3vz1gbl-170f41ed5125f65b37c2232315d30e48\">\n#top .hr.hr-invisible.av-3vz1gbl-170f41ed5125f65b37c2232315d30e48{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-3vz1gbl-170f41ed5125f65b37c2232315d30e48 hr-invisible  avia-builder-el-39  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-l8a4qmyu-bac95cfd88472121ae0fe08bdbe651cd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1ykwr5t-c6fb79e989bb9bf90f2f762b9541d589\">\n.av_font_icon.av-1ykwr5t-c6fb79e989bb9bf90f2f762b9541d589{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-1ykwr5t-c6fb79e989bb9bf90f2f762b9541d589 .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-1ykwr5t-c6fb79e989bb9bf90f2f762b9541d589 avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue83b' data-av_iconfont='entypo-fontello' ><\/span><\/span> #2 Say what you\u2019re gonna do<\/h3>\n<p>Just like in all marketing, you should aim to sell the next step.<\/p>\n<p>Something has brought the user here, to a particular page on your website.<\/p>\n<p>Now your job is to help reassure them that:<\/p>\n<ul>\n<li><em><strong>They\u2019re in the right place, and <\/strong><\/em><\/li>\n<li><em><strong>It\u2019s worth hanging around.<\/strong><\/em><\/li>\n<\/ul>\n<p>So use short introductions to explain what you\u2019re going to talk about and why that might be useful.<\/p>\n<p>This approach helps to manage expectations, a <a href=\"https:\/\/www.dummies.com\/article\/home-auto-hobbies\/travel\/the-fundamentals-of-airbnb-guest-satisfaction-271339\/\" target=\"_blank\" rel=\"noopener\">fundamental area of user satisfaction<\/a>.<\/p>\n<p>And perhaps #2b should be <em><strong>\u2018Get to the point!\u2019<\/strong><\/em><\/p>\n<p>We\u2019ve all experienced scrolling frantically through lengthy content in an effort to find what we came for.<\/p>\n<p>It\u2019s often buried deep below unnecessary seo-centric waffle.<\/p>\n<p><em><strong>\u201cWhen the author tells you their life story before getting to the actual recipe.&#8221;<\/strong><\/em><\/p>\n<p>Pretty sure this was one of the main motivators behind Google\u2019s featured snippet.<\/p>\n<p>Read more about <a href=\"https:\/\/www.nettl.com\/ie\/topspot\" target=\"_blank\" rel=\"noopener\">featured snippets<\/a> in Top Spot.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-317pcap-0b8032da3bc3f94975e00fae3aa5e9a2\">\n#top .hr.hr-invisible.av-317pcap-0b8032da3bc3f94975e00fae3aa5e9a2{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-317pcap-0b8032da3bc3f94975e00fae3aa5e9a2 hr-invisible  avia-builder-el-42  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l8a4tgtm-670283472f3c30b95d5d5db5052de4ca\">\n.avia-image-container.av-l8a4tgtm-670283472f3c30b95d5d5db5052de4ca img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-l8a4tgtm-670283472f3c30b95d5d5db5052de4ca .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-l8a4tgtm-670283472f3c30b95d5d5db5052de4ca av-styling- av-img-linked avia-align-  avia-builder-el-43  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><a href=\"https:\/\/www.buzzfeed.com\/maritsapatrinos\/bs-things-about-recipes\" class='avia_image ' target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/get-to-the-point.gif\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/a><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2q5ecld-e414b304191910a154cfc08260b38e38\">\n#top .hr.hr-invisible.av-2q5ecld-e414b304191910a154cfc08260b38e38{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-2q5ecld-e414b304191910a154cfc08260b38e38 hr-invisible  avia-builder-el-44  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-24bolk1-98afd8bc5bb12b3f5b9f57278d7c011f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1lj3lpd-4b546ccb36424f06d81cda2e567e3a81\">\n.av_font_icon.av-1lj3lpd-4b546ccb36424f06d81cda2e567e3a81{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-1lj3lpd-4b546ccb36424f06d81cda2e567e3a81 .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-1lj3lpd-4b546ccb36424f06d81cda2e567e3a81 avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue8f7' data-av_iconfont='fontawesome' ><\/span><\/span> #3 Keep it simple<\/h3>\n<p>People read differently online. They scan passages of text to make sense of it all.<\/p>\n<p>So aim to make your content easy to read. Even if it\u2019s fairly technical.<\/p>\n<p>Using straightforward \u2018plain English\u2019 helps people to understand quicker.<\/p>\n<p><em><strong>Typically, users read less than 30% of the page,<\/strong><\/em> and this is mostly the top section and headings.<\/p>\n<p>Attention declines dramatically as they move down the page.<\/p>\n<p><em>(So thank you for still being here, it\u2019s appreciated).<\/em><\/p>\n<p>But this means it\u2019s a good idea to put the most important information first and get your message across in the headings.<\/p>\n<p>Here are some quick takeaways:<\/p>\n<ul>\n<li><em><strong>Use simple language<\/strong><\/em><\/li>\n<li><em><strong>Write short sentences<\/strong><\/em><\/li>\n<li><em><strong>Give your text room to breathe<\/strong><\/em><\/li>\n<li><em><strong>Break sections up into short paragraphs<\/strong><\/em><\/li>\n<li><em><strong>Break text up with images and video (more on this next)<\/strong><\/em><\/li>\n<li><em><strong>Avoid wide passages of text across the screen.<\/strong><\/em><\/li>\n<li><em><strong>Use lots of lists (like this!)<\/strong><\/em><\/li>\n<li><em><strong>Put the most important information first<\/strong><\/em><\/li>\n<\/ul>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1b5x3q9-1764d0ce606f2ec10c5b406a6bbe9dda\">\n#top .hr.hr-invisible.av-1b5x3q9-1764d0ce606f2ec10c5b406a6bbe9dda{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1b5x3q9-1764d0ce606f2ec10c5b406a6bbe9dda hr-invisible  avia-builder-el-47  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l8a80yrw-7ac1caa6aa0f606dd9be518bcd584a15\">\n.avia-image-container.av-l8a80yrw-7ac1caa6aa0f606dd9be518bcd584a15 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-l8a80yrw-7ac1caa6aa0f606dd9be518bcd584a15 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-l8a80yrw-7ac1caa6aa0f606dd9be518bcd584a15 av-styling- avia-align-  avia-builder-el-48  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/pictures-900.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mtgw3l-e91eca62639b1a7245f8b82a4abf2ebb\">\n#top .hr.hr-invisible.av-mtgw3l-e91eca62639b1a7245f8b82a4abf2ebb{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-mtgw3l-e91eca62639b1a7245f8b82a4abf2ebb hr-invisible  avia-builder-el-49  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-l8a55klr-f27010c5c559a34b34a33e4795278093 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1cxomm9-2bb199479f53bcb54a12f1e4fc21fed3\">\n.av_font_icon.av-1cxomm9-2bb199479f53bcb54a12f1e4fc21fed3{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-1cxomm9-2bb199479f53bcb54a12f1e4fc21fed3 .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-1cxomm9-2bb199479f53bcb54a12f1e4fc21fed3 avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue80e' data-av_iconfont='entypo-fontello' ><\/span><\/span> #4 Mix up the media<\/h3>\n<p>We just mentioned how it\u2019s important to break up text-heavy pages with images or videos.<\/p>\n<p>This gives you a chance to further enrich your website with useful images, videos, or audio content.<\/p>\n<p>Include guides and reviews to help people choose the best solution.<\/p>\n<p>Your images could be any manner of things. Not just photos.<\/p>\n<p>Think about illustrations, infographics, and visual testimonials.<\/p>\n<p>If you are using photos, make sure they\u2019re decent.<\/p>\n<p>We don&#8217;t mean fully clothed, decent. Professional.<\/p>\n<p>Smartphones are great but they don\u2019t make everyone David Bailey.<\/p>\n<p><em>Consider adding relevant:<\/em><\/p>\n<ul>\n<li><em><strong>Photos<\/strong><\/em><\/li>\n<li><em><strong>Galleries<\/strong><\/em><\/li>\n<li><em><strong>Illustrations<\/strong><\/em><\/li>\n<li><em><strong>Videos<\/strong><\/em><\/li>\n<li><em><strong>Downloads<\/strong><\/em><\/li>\n<li><em><strong>Size guides<\/strong><\/em><\/li>\n<li><em><strong>How-to-guides<\/strong><\/em><\/li>\n<li><em><strong>Installation guides<\/strong><\/em><\/li>\n<li><em><strong>Testimonials<\/strong><\/em><\/li>\n<li><em><strong>Infographics<\/strong><\/em><\/li>\n<li><em><strong>Reviews<\/strong><\/em><\/li>\n<li><em><strong>Comparisons<\/strong><\/em><\/li>\n<li><em><strong>Before\/After shots<\/strong><\/em><\/li>\n<\/ul>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3v4bhi9-865c1f103adc2c36b6c931070aa99e26\">\n#top .hr.hr-invisible.av-3v4bhi9-865c1f103adc2c36b6c931070aa99e26{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-3v4bhi9-865c1f103adc2c36b6c931070aa99e26 hr-invisible  avia-builder-el-52  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-yt45oh-55b00dfea4ab3041d2c20663651853e1\">\n.avia-image-container.av-yt45oh-55b00dfea4ab3041d2c20663651853e1 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-yt45oh-55b00dfea4ab3041d2c20663651853e1 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-yt45oh-55b00dfea4ab3041d2c20663651853e1 av-styling- avia-align-  avia-builder-el-53  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/robot-elephant.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3jlccv5-5a9f592f52e773711a71d27c225cc511\">\n#top .hr.hr-invisible.av-3jlccv5-5a9f592f52e773711a71d27c225cc511{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-3jlccv5-5a9f592f52e773711a71d27c225cc511 hr-invisible  avia-builder-el-54  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-l8a56uxv-7baeb6cfd1324b9e760a37bba1691b99 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ldyw9t-612aaddd76ccddfc4966838d7360c7af\">\n.av_font_icon.av-ldyw9t-612aaddd76ccddfc4966838d7360c7af{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-ldyw9t-612aaddd76ccddfc4966838d7360c7af .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-ldyw9t-612aaddd76ccddfc4966838d7360c7af avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue8b5' data-av_iconfont='fontawesome' ><\/span><\/span> #5 Avoid the artificial elephant in the room<\/h3>\n<p>If there\u2019s one takeaway from the latest Google update, it\u2019s \u2018avoid using ai software\u2019.<\/p>\n<p>AI tech has gotten so sophisticated lately. Some of the visuals are truly amazing. Not all, mind you&#8230;<\/p>\n<p>Here is DALL-E 2 working up an image of 7 engineers in front of a whiteboard.<\/p>\n<p>Eeesh. Don&#8217;t put this one on your meet the team page.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-93b401-433af9098d6c8ecada9d48d82e704378\">\n#top .hr.hr-invisible.av-93b401-433af9098d6c8ecada9d48d82e704378{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-93b401-433af9098d6c8ecada9d48d82e704378 hr-invisible  avia-builder-el-57  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-oly4wx-925733c24e46c86aafc9faab1da315df\">\n.avia-image-container.av-oly4wx-925733c24e46c86aafc9faab1da315df img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-oly4wx-925733c24e46c86aafc9faab1da315df .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-oly4wx-925733c24e46c86aafc9faab1da315df av-styling- avia-align-  avia-builder-el-58  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/engineers-ai.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1y1sqn5-87819f52f214c0c299cad97a848ae6bc\">\n#top .hr.hr-invisible.av-1y1sqn5-87819f52f214c0c299cad97a848ae6bc{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1y1sqn5-87819f52f214c0c299cad97a848ae6bc hr-invisible  avia-builder-el-59  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-l8a58aua-fb092967a90523c4ab9ec32a343bd98c '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>AI content writers are decent too. For generic copy that\u2019s a little bland anyway.<\/p>\n<p>Again, some. Not all.<\/p>\n<p>But if you really want to connect with people on a human level, a deeper level of emotional intelligence is needed.<\/p>\n<p>If you want to accurately portray your brand, and your character, you\u2019ll need to craft something unique.<\/p>\n<p>And don\u2019t believe Google won\u2019t know the difference! They\u2019re pitting AI against AI here.<\/p>\n<p>It\u2019s Stockfish vs AlphaZero.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1mi86e9-b78a57426f016462ba64ef19b594435f\">\n#top .hr.hr-invisible.av-1mi86e9-b78a57426f016462ba64ef19b594435f{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1mi86e9-b78a57426f016462ba64ef19b594435f hr-invisible  avia-builder-el-61  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l8a9qw4h-0170a0661fec111f5f0607fea9fb5704\">\n.avia-image-container.av-l8a9qw4h-0170a0661fec111f5f0607fea9fb5704 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-l8a9qw4h-0170a0661fec111f5f0607fea9fb5704 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-l8a9qw4h-0170a0661fec111f5f0607fea9fb5704 av-styling- avia-align-  avia-builder-el-62  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='avia-img-lazy-loading-not- avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2022\/09\/baseball.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-16l8lsx-a3aaef3745dbdc3e65c6b10460b0a0e5\">\n#top .hr.hr-invisible.av-16l8lsx-a3aaef3745dbdc3e65c6b10460b0a0e5{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-16l8lsx-a3aaef3745dbdc3e65c6b10460b0a0e5 hr-invisible  avia-builder-el-63  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-l8a5lndy-788ea69776969abb64e7da81eb8b00f2 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-j2fs3l-4465631d7b4d938e6b77d7ebe39378ed\">\n.av_font_icon.av-j2fs3l-4465631d7b4d938e6b77d7ebe39378ed{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-j2fs3l-4465631d7b4d938e6b77d7ebe39378ed .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-j2fs3l-4465631d7b4d938e6b77d7ebe39378ed avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue802' data-av_iconfont='fontawesome' ><\/span><\/span> Bonus: Stay ahead of the curveball<\/h3>\n<p>As with all Google updates, we never know how search results will be affected and what will happen, but we always write our content with a human focus.<\/p>\n<p>Content written for our SEO packages is no different. It\u2019s people-first content, guided by SEO data and search trends.<\/p>\n<p>We never over-optimise or spam content full of keywords.<\/p>\n<p>The end goal is to always satisfy the searcher&#8217;s intent, answer their questions, and provide useful information on a given subject.<\/p>\n<p>If you\u2019re interested in some further reading (or watching) you might like one of <a href=\"https:\/\/www.nettl.com\/ie\/seo-academy\/\" target=\"_blank\" rel=\"noopener\">our SEO webinars<\/a> on this topic:<br \/>\n<a href=\"https:\/\/www.nettl.com\/us\/nettl-seo-session-12-creating-compelling-content\/\" target=\"_blank\" rel=\"noopener\">Creating compelling content for search engines and humans<\/a>.<\/p>\n<p>We hope you have found this article helpful.<\/p>\n<p>If you need a hand with your website or marketing, we&#8217;re here for you.<\/p>\n<p>Simply get in touch with <a href=\"https:\/\/www.nettl.com\/ie\/studio-locator\" target=\"_blank\" rel=\"noopener\">your local studio<\/a>.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-pycoe9-82b09afab646270f1778488d7eb0016f\">\n#top .hr.hr-invisible.av-pycoe9-82b09afab646270f1778488d7eb0016f{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-pycoe9-82b09afab646270f1778488d7eb0016f hr-invisible  avia-builder-el-66  el_after_av_textblock  el_before_av_button '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap av-jinlazj9-e5d15237a4646300a0f35e0e6621bbf2-wrap avia-button-center  avia-builder-el-67  el_after_av_hr  avia-builder-el-last '><a href='https:\/\/www.nettl.com\/ie\/studio-locator'  class='avia-button av-jinlazj9-e5d15237a4646300a0f35e0e6621bbf2 av-link-btn avia-icon_select-yes-left-icon avia-size-large avia-position-center avia-color-theme-color'  ><span class='avia_button_icon avia_button_icon_left' aria-hidden='true' data-av_icon='\ue803' data-av_iconfont='entypo-fontello'><\/span><span class='avia_iconbox_title' >Find your nearest Nettl<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55\">\n.flex_column.av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55 av_one_fifth  avia-builder-el-68  el_after_av_three_fifth  avia-builder-el-last  flex_column_div av-hide-on-mobile av-zero-column-padding  '     ><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_2'  class='main_color av_default_container_wrap container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-28249'><div class='entry-content-wrapper clearfix'>\n","protected":false},"excerpt":{"rendered":"<p>The aim of Google&#8217;s latest \u2018Helpful Content\u2019 update is to reward content &#8216;that provides a satisfying experience&#8217;. 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