Let’s be real — the days of gaming the algorithm are over. With Google’s Helpful Content Update (HCU), the question has shifted from “How do I rank?” to “Am I actually helping anyone?”
If your content sounds like it was written by a robot for other robots, chances are you’ve already seen rankings drop. The HCU doesn’t reward keyword density, recycled tips, or verbose paragraphs with zero depth. It rewards content written for people. Real people, with real questions — not just search intent metrics.
That’s why this checklist exists. It’s not some fluffy list of “best practices” you’ve read a hundred times. This is a practical, honest checklist based on what actually works post-HCU — built to help creators, bloggers, SEOs, and businesses write content that deserves to rank.So before you hit publish, run your draft through this. Let’s make sure what you’ve written is not just content — it’s genuinely helpful.
1. Who Are You Really Writing For?
If you can’t answer this in one sentence, you’re not ready to publish.The HCU prioritises content that’s people-first — not keyword-first. This means your article must:
- ? Solve a real problem or answer a real question
- ? Speak to a specific person, not a vague demographic
- ? Avoid surface-level advice that adds no value
Let’s say you’re covering “how to start a podcast.” Generic content lists the same steps everyone else does. Helpful content? It talks about how someone with a tight budget can get started or what mistakes you’ll likely make in your first 5 episodes.
? Ask yourself: “Would a real person bookmark this, or hit ‘back’ and keep searching?”
2. E-E-A-T Isn’t a Buzzword — It’s Your Foundation
Google evaluates content based on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Yes, it matters — even if you’re a solo blogger.
Here’s how to show it:
- ? Add a byline and author bio with relevant background
- ? Mention personal experience (e.g. “When I tested this myself…”)
- ? Link to credible sources and relevant data
- ? Be honest about your limitations — that builds trust too
If you’re reviewing a product you’ve never used, it’ll show. Readers and algorithms can tell. Helpful content reflects lived or professional experience.? Pro tip: Sprinkle in moments like “Here’s what surprised me…” or “I wish I’d known this before…” — they’re authentic gold.
3. Kill the “Search Engine First” Writing Style
This one’s a killer.
The HCU penalises pages that look like they were written solely to rank. Common offenders:
- ? Keyword stuffing in headers and intros
- ? Long paragraphs that repeat the same point
- ? Awkward phrasing written for bots, not humans
Instead:
- ? Write conversationally — like how you’d explain it over a coffee
- ? Use clear, natural language
- ? Put quality over quantity — every sentence should do something
? Gut check: Read your draft out loud. If it sounds robotic, it probably reads that way too.
4. Go Beyond the Obvious
If your article could be recreated by skimming the top 3 results on Google — it’s not helpful.
Real helpful content:
- ? Offers original insights, not summaries
- ? Shows comparisons, personal anecdotes, or first-hand use
- ? Includes “bonus” info readers didn’t know they needed
Example: Writing about “best time to post on LinkedIn”? Don’t just say “Tuesday at 10am.” Share data from your own account, experiment results, or niche insights (e.g., “For B2B SaaS, Friday afternoons still perform better”).
? Tools to help: Use Google Trends, Reddit, YouTube comments, and forums for questions no one else is answering.
5. Be Transparent, Always
Trust = helpful. And trust is built by being honest with your reader.
Ask yourself:
- ? Did I explain how I know this info?
- ? Did I disclose any bias (affiliates, sponsorships)?
- ? Did I say what might not work for some people?
Transparency isn’t just ethical — it’s a ranking factor in Google’s eyes. Don’t overpromise, don’t hide the messy bits. Authenticity wins.
?? Example: “This tool worked great for me as a freelancer, but if you’re running a large agency, it might fall short.”
6. Is This Part of a Bigger Picture?
Google loves content that’s part of a clear structure or topic cluster. Don’t create isolated blog posts with no internal linking or purpose.
Ask:
- ? Does this tie into a pillar page or related topic?
- ? Have I linked to relevant internal resources naturally?
- ? Is there a clear next step for the reader?
Think of your content as chapters in a book. Don’t write random paragraphs and expect them to work together.
? Bonus tip: Use CTA blocks like “Want to dive deeper? Check out our guide to [X].”
7. Format for Humans (and Mobile Users)
Content may be king, but formatting is your queen. A well-written post that looks awful on mobile will not be seen as helpful.
Checklist:
- ? Use short paragraphs (2–4 lines max)
- ? Add subheadings that guide readers through the flow
- ? Use visuals: screenshots, charts, GIFs, or custom graphics
- ? Make bullet points skimmable
- ? Ensure readability on mobile
? Test it on your phone. If you wouldn’t scroll through your own article on a small screen, don’t expect others to.
8. The Empathy Filter
Here’s where most “SEO content” fails. It doesn’t sound human.
Empathy is what makes writing sticky — and what keeps readers on the page.
Ask:
- ? Is this how I’d explain it to a friend?
- ? Is the tone respectful, not patronising?
- ? Am I solving a real emotion — not just a technical question?
For example, “How to fix a slow website” isn’t just about performance tips. It’s about a stressed-out site owner who’s losing traffic. Speak to that.
? Tip: Use empathetic language like “You might feel stuck” or “Here’s the fix I wish I knew earlier.”
9. Final Technical & SEO Checks
While HCU is content-focused, technical issues can still make good content invisible.
Before publishing:
- ? Ensure the post is indexable (no accidental noindex, canonical issues, etc.)
- ? Page speed is optimised (especially on mobile)
- ? Schema markup is in place (e.g., Article, HowTo, FAQ, Review where appropriate)
- ? Meta title and description are written for clicks, not just keywords
? Use tools like:
- Google Search Console
- Lighthouse / PageSpeed Insights
- Schema Markup Validator
10. Gut Check: Would You Recommend This to a Friend?
Final question. If someone asked you the same question your post is trying to answer, would you confidently send them a link to your article?
If not — don’t hit publish.
Polish it. Tighten it. Add real value. Then share it proudly.
Final Thoughts
Google’s Helpful Content Update isn’t an enemy — it’s a mirror. If your content is thin, generic, or lifeless, it won’t perform. But if you’re writing with intention, empathy, experience, and actual helpfulness — you’re exactly what the web needs more of.
Hit publish with confidence — because now, you’ve done the work that actually matters.