AI has revolutionized how we search, shop, and consume content, with an estimated 77% of devices integrating AI in some form, from voice assistants to smart features. The marketing industry has embraced this trend, with over 75% of professionals using AI tools for content creation, automation, and customer insights. But with such widespread adoption, the question becomes: how can your business stand out?
In 2022, Google addressed this question by launching the Helpful Content Update, designed to prioritize user-centered content and discourage low-value SEO tactics. In 2024, this approach was built into Google’s core algorithm to continually rank high-quality, people-first content over superficial optimization.
With Google’s Helpful Content Update and AI’s growing role in search engines, businesses must adapt to remain visible and competitive. Here’s how our team at Brand NV helps clients succeed with these key strategies every business leader and marketing director should know:
1. Create Content with the User in Mind—Not the Algorithm
Why: Google’s Helpful Content Update targets content that serves user needs directly rather than content created solely to rank well.
How To Do It:
We begin by analyzing user intent for each topic, shaping our clients’ content to answer specific questions, provide actionable insights, and deliver unique perspectives. Keyword stuffing is a thing of the past—today’s content must be meaningful and relevant. But creating quality content isn’t a one-time task. At regular intervals, we review and enhance pages that could offer even more value, helping our clients align their content with their vision and mission to truly serve their audience.
2. Elevate Your Brand’s Expertise and Authority
Why: Google rewards content created by knowledgeable sources, prioritizing pages that reflect real expertise and authority.
How To Do It:
We interview our clients to gather valuable, original content and firsthand knowledge. We then emphasize showcasing their credentials, education, and experience, linking relevant industry expertise directly within the content. This approach builds authority and trust with readers. By incorporating industry-specific terminology and providing comprehensive topic coverage, we position our clients as experts in their fields, enhancing both credibility and engagement.
3. Audit Your Content Regularly to Maintain Quality
Why: Google’s ranking factors are now sitewide, so a few low-quality pages can hurt a whole domain’s visibility.
How To Do It:
Every quarter, Brand NV performs thorough content audits, categorizing client pages as “Keep,” “Update,” or “Remove.” We focus on keeping all content accurate, relevant, and valuable, ensuring our clients avoid penalties and maintain a strong web presence that delivers real value to users.
4. Embrace Engagement Tactics for a Better User Experience
Why: High user engagement signals to Google that content is valuable, impacting overall rankings.
How To Do It:
We enhance engagement by focusing on timeless essentials: compelling headlines, internal links, high-quality visuals like images and videos, and clear formatting. Our team designs experiences that keep users interested and, on the page, longer. We also ensure every client’s website is fast, mobile-friendly, and responsive, making it easy for users to access content across all devices.
5. Adapt SEO Strategy to the AI-Powered Search Experience
Why: AI tools like Google’s Search Generative Experience (SGE) are now interpreting search queries with more nuance, affecting how content ranks.
How To Do It:
We stay ahead by leveraging AI as a research tool to inform our SEO approach, ensuring that the content we produce aligns with what search algorithms prioritize, ultimately boosting our clients’ visibility in search results. We also optimize for featured snippets and AI-driven elements, like “People Also Ask” and rich snippets, to maximize exposure.
6. Optimize for Both Google and Bing
Why: AI integration is changing how search results are sourced, and platforms like Bing, backed by OpenAI, are gaining traction.
How To Do It:
For every client, we treat Bing as strategically as Google, ensuring high visibility across search engines. Our team tailors SEO content for each platform, tracking performance metrics and refining the strategy to reach the widest possible audience.
At Brand NV, we’re passionate about helping businesses reach their full potential. Our agency combines these tried-and-true methods with the latest SEO strategies to boost visibility, engage audiences, and establish your brand as a trusted authority. Ready to elevate your SEO strategy? Visit us at www.createbrandnv.com and call us or send us a message to get started with a complimentary initial consultation!
