Hacking Google's Helpful Content Update (Part 2)

💡 Boost SEO Potential With Future-proofing SEO Strategies

Last week, we spoke about how to hack Google’s helpful content update. Here, we follow on with two actionable ways to boost your SEO potential.

Let’s jump in!

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⭐️ Become A DIY SEO Strategist: Master User Intent in SEO

User intent in SEO refers to the purpose or goal behind a user's search query. It's about understanding why someone is conducting a specific search. Identifying and aligning content with user intent ensures that content matches what the user is seeking. This leads to better user experience, higher engagement, and improved search rankings.

What are the different types of SEO user intent?

1) Informational Intent

Overview: Users with informational intent are seeking answers or knowledge. They're in research mode, often asking specific questions or looking for explanations on a topic.

Content Strategy: Your goal should be to provide clear, authoritative answers. Create comprehensive content like blog posts, how-to guides, or explainer videos. Place an emphasis on the core information at the top and avoid fluff. This approach aligns perfectly with informational intent, as users want quick, accessible answers.

2) Transactional Intent

Overview: Here, the user's goal is to complete a purchase or transaction. They've likely decided to buy and are looking for the right place to do it.

Content Strategy: Optimize your product pages. Include detailed product descriptions, prices, and clear calls to action. It’s important to eliminate unnecessary elements – in this case, avoid overwhelming users with too much irrelevant information that could distract from the purchase process.

3) Navigational Intent

Overview: This intent is about users trying to get to a specific website or page. They're often searching for a brand or product they already know.

Content Strategy: Ensure that your website is optimized for branded keywords. Your meta titles and descriptions should be clear and directly related to your brand or specific pages on your site. Creating content that's easily distinguishable and branded can significantly help in aligning with navigational intent.

4) Commercial Investigation Intent

Overview: Users are considering a purchase and are comparing options, looking for reviews, or finding the best products.

Content Strategy: Produce comparison content, detailed reviews, and best-of lists. Make sure your content is objective and informative. Focus on creating content that provides new insights or unique perspectives – this aligns with the concept of 'info gain', which is crucial for users in the commercial investigation phase.

5) Commercial Intent

Overview: This intent is slightly different from transactional as it involves users who might be ready to engage with services or sign up for platforms.

Content Strategy: Create service pages that are optimized for SEO. This means clear, concise content that describes your service offerings, benefits, and calls to action that guide the user to the next steps.

🔥 DIY SEO Strategists Find Unique Angles in Saturated Keyword Clusters

How To Make SEO Keyword Clusters

1) Identify the Saturated Cluster

Start by pinpointing the keyword clusters that are heavily targeted in your niche. These are often broad, high-traffic keywords where the top-ranking content is very similar in topic and approach.

2) Analyze Competitor Content

Conduct a thorough analysis of the top-ranking pages for these keywords. Look for common themes, angles, and content structures. This will give you a baseline understanding of what's currently being offered.

3) User Intent and Gap Analysis

Go deeper into understanding the user intent behind these keywords. Look for gaps in the content that's currently ranking. Are there questions that are being partially or inadequately answered? Is there a perspective or aspect that's being overlooked?

4) Leverage Unique Insights or Data

If you have unique data, insights, or case studies, use them to create content that adds new value to the topic. Exclusive information can make your content stand out in a crowded field.

5) Explore Subtopics and Long-Tail Keywords

Look for less competitive long-tail keywords or subtopics within the broader cluster. These areas might be less saturated and can provide opportunities to create content that addresses specific, yet underserved, user needs.

6) Incorporate Different Content Formats

Consider using different content formats that might be underutilized in your niche. If the top results are predominantly text-based, for instance, creating an informative video or an infographic could capture attention.

7) Create Content for Different Stages of the Buyer’s Journey

Address different stages of the buyer’s journey – awareness, consideration, and decision. Each stage has different informational needs, and most competitors focus only on one or two stages.

🛠 Tools & Resources

1. Semrush: Widely recognized for its comprehensive features like SEO rank tracking, keyword research, and site audits.

2. SE Ranking: Offers a range of functionalities, including monitoring personal Google rankings and conducting market research.

3. Surfer SEO: Known for its AI integration and SEO content optimization capabilities.

4. Ahrefs: Excellent for competitor research and backlink analysis.

5. Ubersuggest: Developed by Neil Patel, this tool is useful for keyword identification and understanding search intent.

6. Answer The Public: Great for generating content ideas and understanding the questions your audience might be asking.

7. Google Search Console: A staple tool for monitoring and troubleshooting SEO for Google search results.