What is user focused content?

Since 2018, Google has been consistently increasing the importance of helpful content in organic search – not just for Your Money or Your Life (YMYL) sectors, but across the board. Over the last few years, Helpful Content Updates to Google’s algorithms have focused on refining the E-E-A-T matrix which are used to assess how useful your content is for users. E-E-A-T stands for Experience, Expertise, Authority and Trustworthiness, and it is by these qualities that ‘helpfulness’ is measured.

Here at Click Consult, we’ve developed a specific service to target these helpful content signals. While all of our content is designed to serve users well, content relating directly to products and services tends to be more brand-centred in nature. Our user focused content (UFC), on the other hand, is researched and written with consumer queries and concerns in mind, marking a reversal of priorities as the brand takes a back seat.

As a result, user focused content can improve your brand’s ability to satisfy E-E-A-T criteria, increasing your authority within your industry and positioning the brand as a thought leader. This can generate traffic from users looking to research relevant areas to your business, targeting areas commercial content typically misses. With a well-prepared approach, user focused content can improve rankings across the board and boost conversions through your website.

answer the public chart showing relevant queries for content

Our user focused content service

Beginning with an extensive research phase which uses multiple tools to drill down into what your target consumers are looking for – not for commercial terms, but for information that will help them to make choices and which will build trust and the perception of subject authority. These questions fall into the ‘who, what, when, where, why’ kind of query (among others) and are often indicative of a problem or concern that customers need information to resolve – making them excellent queries to answer to build trust and authority while developing relationships.

The image on the right, for example, is a series of questions about content specifically generated by tool Answer the Public; this is used, in addition to tools such as Google Search Console, Google Analytics, SEMrush, Google Keyword Planner, Ahrefs and more to build a picture of what consumers are searching for, how often and what we can do to help. This is also done at the beginning of each strategy phase to ensure we are learning all we can from changes due to seasonality and other shifts in consumer behaviour.

Content brief

Once the extensive research phase has been completed, we then create a content brief based on one or a selection of the key questions we have discovered. This brief aims to define the content titles we propose to write, as well as any subheadings, internal links and other topics that we would need to cover in order to properly address the queries and deliver the best results for brand and consumer. The brief also includes additional information - such as the proposed word count.

Content creation

In addition to creating the content in line with the brief, we also optimise the content for on-page SEO and include relevant, high quality images with alt text, a fully optimised meta title and description, and a suggested URL that will show where we want the content to sit on the site.

What can user focused content do for your business?

User focused content mostly serves the needs of your consumers. However, this information rich content will also improve a website’s performance in search. It improves a site’s industry relevance and authority, and consequently can also:

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Improve rankings across the site

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Improve traffic volume from both commercial and information-based keywords

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Improve conversion rate through providing consumers with important answers

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Improve overall profitability through building trust, authority and audience

Who we've helped...

User Focused Content (UFC)

Discover how our partnership with a leading insurance group led to positive results

+ 13% Increase in 'good' page speed
55% Page 1 ranking keywords
20% First position ranking keywords
View Case Study

Organic Search (SEO)

See how our local SEO campaign delivered in all areas of a competitive market, including a 42% increase in conversions for the UK's largest grocer.

+ 17% Website clicks
+ 27% Phone calls
+ 42% Total conversions
View Case Study
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Organic Search (SEO)

See how our organic search (SEO) campaign delivered across all areas including a 44% increase in keyword rankings.

+ 44% rankings
+ 23% revenue
+10% organic sessions
View Case Study
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Organic Search (SEO)

Discover how our organic search campaign increases online revenue by 144% for the pharmaceutical giant.

+ 144% organic sessions
+ 43% overall sessions
+ 77% organic revenue
View Case Study
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Organic Search (SEO)

Bespoke organic search (SEO) and content marketing strategy helps to boost organic sessions on Google.ie by 131%.

+ 131% Organic Sessions
+ 196% Conversions
View Case Study

Organic Search (SEO)

See how our organic search campaign delivered in all areas for a leading retail and leisure brand.

+ 29% organic sessions
+ 80% keyword rankings
+ 82% clicks & bookings
View Case Study
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User-Focused Content (UFC)

With 62% of organic monthly traffic coming from our expertly crafted content, it's no wonder this client is happy!

7 Featured snippets on Google
188k Page views
11 Number 1 ranking positions on Google
View Case Study

Our user focused content team

Our user focused content team is made up of excellent writers and we have full confidence in their ability as creatives, not just as content producers. As such, we are always impressed with the work produced and the results it achieves. It’s always incredible to see how brands and consumers react to their work and the resultant impact on performance.

Over the past 2 years I have been working with Click to help support search improvements from content, technical and reporting insights.

The team have been helpful and responsive to understand and adapt to changing business requirements and challenges and help improve our websites search rankings for customers.
Daniel Hall Search Manager

Chums has a clear vision of the performance we want from our PPC and SEO campaigns and Click Consult have consistently delivered this over the years.

I see Will Dixon and Charlotte Chapman, together with Peter Smith who manages our account, as part of our marketing team. They have each spent the time to understand my team personally, the wider business at Chums and our customers, all of which has been crucial to achieve the targets and growth we’ve set over the years.

I’m more than happy to recommend the team at Click
Paul Gray Marketing Director

From the outset of the project, Click Consult clearly understood our business objectives and formulated a search strategy that would help to deliver commercial results across key product areas. They have been professional in their approach, shown great attention to detail and the results achieved to date have been thoroughly impressive.

We currently use Click as our SEO provider and find them very proactive in working with us to drive performance.

They use KPIs to demonstrate an increase in performance and support us in what actions to take to improve our natural search.
Lucy O'Shaughnessy Commercial Director

We were impressed with the attention to detail demonstrated in the strategy planning for the campaign. The level of knowledge they achieved in such a short time helped considerably in achieving targets.

Ever ready to listen to our input, Click exceeded our expectations to deliver an impressive SEO campaign. They came up with innovative suggestions we would never have thought of and their experience and enthusiasm shone through.

We have been working with Click for the past few years where they designed and built brand new websites for a few of our healthcare brands. Since launching, we have seen traffic increase up to 8000% on certain websites and we now rank very highly for keywords on Google.

If you are looking to drive more users to your website and increase your SEO rankings I would highly recommend having a chat with Click to see how they can help!
Neil Kotak Brand Manager

Click Consult has helped us to develop an online marketing presence that continues to inch upwards. The team manages our account exceptionally, communicating clearly and frequently about the progress.

They are responsive and proactive in their approach and are considered an important component within our digital marketing activities.
Peter Lingley Chief Operating Officer

Our SEO services

Organic search, commonly referred to as search engine optimisation (SEO), employs a combination of creative and technical skills to improve the visibility of a website for commercially important key terms. In doing so, the aim is to increase the number of consumers exposed to a brand at vital points in the consumer journey, to increase traffic to the website and, therefore, increase consumer awareness and the number of commercial actions (purchases, downloads, contact form submissions etc).

We've helped to grow brands of all sizes

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