Google’s self-assessment questions (paraphrased)#
- Does the content provide original information, research or analysis?
- Is it substantial and complete, going beyond the obvious?
- Would someone leave feeling they learned enough to achieve their goal?
- Does it show first-hand expertise and experience?
- Is it clear who created it and why they’re credible?
- Would you bookmark it, share it or recommend it?
- Was it written for an existing audience, or mainly to attract search visits?
The history#
Google launched the “helpful content system” in 2022 as a separate classifier. In March 2024 it was folded into Google’s core ranking systems, so helpfulness is now assessed as part of every core update rather than by a standalone system.
Signals of unhelpful, search-first content#
- Covering every trending topic regardless of your expertise.
- Summarising other people’s articles without adding value.
- Writing to a word count or stuffing in keywords.
- Promising answers that don’t exist (“release date confirmed”) to attract clicks.
- Mass-producing pages with automation and minimal editing.
How to write helpful content#
- Start from real questions your audience asks.
- Add something only you can: experience, data, examples, opinions.
- Structure it for scanning and answer early.
- Show the author and their credentials.
- Keep it accurate and updated.
Related: E-E-A-T, quality rater guidelines, creating SEO content.