While exploring the ever-complicated world of search engine optimization you have likely come across the phrase: “Content is King.” And while there is so much truth to that statement, it suggests that all content is valuable – which is not the case. In fact, creating content purely for the sake of improving your rankings is the wrong approach and doesn’t work quite as well as you might hope. So, what can you do to ensure that the content you create is valuable to your brand, business, and online awareness?

In this article we’re going to talk about ‘People First’ content, highlight why it’s so important for SEO, and share some tips on how to create your own.

What is meant by ‘People First’ content?

Back in August 2022, Google released a ‘helpful content’ algorithm update. To quote them, here’s a brief description of the update and what it was designed to accommodate:

“Google Search is always working to better connect people to helpful information. To this end, we're launching what we're calling the “helpful content update” that's part of a broader effort to ensure people see more original, helpful content written by people, for people, in search results. Below is more about the update and things creators should consider.”

So, as you can see, it’s no longer about creating content for the sake of creating content. Instead, if you wish to experience positive results, you need to have a solid strategy in place that helps you develop content that provides your audience with genuine value.

Why is it so important to SEO?

But why is it so important to SEO? Well, it’s all part of a big push towards ‘tidying up’ the internet. The web is littered with utterly useless content that is rushed out by low-quality writers with no clear message or direction.

If you were to print the internet it would require 305.5 billion pages (75-million copies of the complete seven-volume Harry Potter series). How much of that content do you suppose is actually ‘helpful’? Not a lot!

As such, Google is heavily rewarding brands and businesses that are going out of their way to develop high-quality content that makes people’s lives easier. Quality, over quantity. It’s as simple as that.

How to create valuable ‘people first’ content?

Creating valuable content all starts with heavy research and using big data to your advantage. You can look at your competitors to identify any gaps in their content repertoire, while also using various keyword research tools to identify the burning questions your target audience want answered the most.

The goal is to create an awesome on-page experience. So, it’s not just about the quality of the content itself, but the overall design and user experience.

Adding listicles with detailed instructions, and infographics with accompanying video content are just a few examples of how you can raise the bar with your content creation game.

The best approach? Look at the content that ranks best on Google and then make it even better! Think about how you can provide more information using simpler and more accessible language. If you can emulate a competitor’s high-ranking content by creating an infinitely superior piece of writing with additional insights, you’ll have a good chance at outperforming them in the long run.

Conclusion: People First > SEO Second

The good news is that, by focusing on people first when creating content, your SEO will invariably benefit as a result. Yes, you must optimize your website accordingly and carry out extensive keyword research, however, when writing the content itself, don’t worry about squeezing X-amount of keywords into one piece and focus instead on delivering superior value in as many words as is necessary to cover the subject in question.

And if you find yourself feeling overwhelmed or a little out of your depth when it comes to keyword research and audience / competitor analysis, it’s always worth hiring a digital marketing agency instead.