Your Practical Guide to Creating More Helpful Content (Using Keywords)
Let's put Google's vague advice into practice 🔥
For many months now, website owners have been asking Google, “What is HELPFUL”?
The answer has always been, “Something that gives users answers they need”.
It’s a bit of an annoying answer, I agree, but here’s a practical approach to giving better answers:
Use keywords (and maybe some AI help as well).
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Keyword research offers far more than simply keyword-matching-based optimization opportunities. Specifically, it helps you understand where your target customers may be in the sales funnel and how much they know about a topic:
People who just start exploring a topic or a problem are likely to use generic keywords. They are less likely to convert right away, but if they discover your brand, you have much better chances to turn them into customers due to brand recognizability.
People who use niche terminology and industry jargon are likely to be ready to take action or make purchasing decisions.
Consequently, knowing your keywords helps you better serve your target audience and create more helpful content:
People who just start exploring a topic may benefit from 101-type of content elements, like definitions and references to beginner guides
People who use niche terminology when searching need more actionable content and in-depth tips. Defining those niche terms will only distract them and can be considered filler content by Google’s algorithm.
For example, took this article as an example, and pulled some keywords it is ranking for:
Let’s take those keywords, and try to figure out which types of audiences may have been using them (Note: I am a newbie in this topic. I’d do much better if I were analyzing keywords within my area of expertise):
how do you cover holes in the wall: That’s pretty much my level of understanding of the problem. These are beginner searchers. They will appreciate some basic information, pictures of instruments you list, how to hold those instruments, etc.
how to fill nail holes in wall: This suggest a bit higher understanding of the topic, as they specify “nail” holes, but still pretty much a beginner. They also need quite a bit of guidelines.
how to fix a sheetrock crack: I have no idea what “sheetrock” is, so I assume these people know what they are talking about. They will likely appreciate a more advanced tutorial, without going into much detail as to what and why they are doing. Straight to the point, no fluff.
how to fix cracks in drywall: Same as above
From there, you can also confirm this with Gemini or ChatGPT. My prompt:
Analyze these keywords based on how familiar these searchers are with the topic and how much 101 / basic content they will need to follow the instructions: [KEYWORDS]
Here’s Gemini’s analysis which I think is pretty on-point:
how do you cover holes in the wall
Likely Familiarity: This search term suggests a lower level of familiarity. The user is asking for a general approach to "cover" holes, which could imply they aren't yet thinking in terms of specific repair techniques like filling or patching. They might be considering cosmetic solutions as well as proper repairs.
Need for 101 / Basic Content: High. This user would likely benefit from an explanation of different types of holes (small nail holes vs. larger damage), the importance of proper repair for structural integrity and aesthetics, and an overview of common methods. Instructions should start with very basic steps and material explanations.
how to fill nail holes in wall
Likely Familiarity: Moderate. The user identifies "nail holes" specifically, indicating some awareness of the type of damage. The term "fill" suggests they understand the basic repair action needed.
Need for 101 / Basic Content: Medium. While they know the type of hole and the general action, they might still need guidance on the specific materials (e.g., spackle, joint compound), tools (e.g., putty knife), and the basic steps of applying and smoothing the filler. Simple, step-by-step instructions would be helpful.
how to fix a sheetrock crack
Likely Familiarity: Moderate to High. "Sheetrock" is a common term for drywall, suggesting some familiarity with wall construction. The term "fix" implies they are looking for a repair solution rather than just covering it up. Identifying it as a "crack" shows they recognize the specific type of damage.
Need for 101 / Basic Content: Medium. While they understand the problem, they might need basic information on why cracks occur (e.g., settling, impact), different types of cracks (hairline vs. larger), and the fundamental steps and materials involved in repair (e.g., joint compound, paper or mesh tape, sanding). They likely need more than just a single-step solution.
how to fix cracks in drywall
Likely Familiarity: High. "Drywall" is another common term for wallboard, and identifying "cracks" shows a clear understanding of the issue. The use of "fix" again indicates a desire for repair.
Need for 101 / Basic Content: Low to Medium. This user is likely looking for specific techniques to repair drywall cracks. While they might benefit from a brief explanation of causes and types of cracks, the focus should be on the repair process itself, including material choices (joint compound vs. setting compound, different types of tape), application techniques, and sanding. They probably need less introductory information compared to the first two queries.
This drives content helpfulness
Based on these conclusions, you can create content based on how familiar each searcher is with the topic. This will help you formulate a helpful content strategy.
It is hardly possible to create an equally helpful guide for both beginners and professionals. So, plan your content and SEO strategy based on how familiar your target searchers may be with the topic.
Keep in mind that AI analysis is helpful, but it is still up to a human being to pick the best parts and make editorial decisions based on their expertise and experience.
These keyword-driven analyses help you create more helpful and more engaging pages.
How to find all those related keywords your various audiences may be using to search
This is a broader topic, but I will still list a few tools here:
Check URL-level queries in the Performance section of Google Search Console. They will contain all types of weird ways people discover your page through search. Here’s how to filter out personalized results from those reports.
Semrush and Ahrefs both have “Related” tabs within their keyword research tools which are quite helpful in discovering queries that do not necessarily contain your main keyword but can still drive relevant audiences to your site.
If you need help developing your content strategy, reach out!
