When it helps
- When posts answer questions people actually search: “how much does a new roof cost in South Carolina,” “is my tree too close to the house,” “what to do if your website is hacked.”
- When the answer is better than what already ranks: more specific, more local, with real numbers or photos.
- When posts link to the service page they relate to, and the service page links back.
When it doesn’t
- Generic posts copied from industry newsletters or written by AI with no local or first-hand detail.
- Company news nobody searches for.
- Posting on a schedule for its own sake. Ten good guides beat a hundred thin posts, and Google’s helpful content guidance is aimed squarely at the thin ones.
What to write first
- List the questions you answer on the phoneEvery one is a potential guide.
- Check Search ConsoleThe Performance report shows questions people already find you for, which deserve a proper answer.
- Write from experienceYour prices, your photos, your local knowledge. That’s what nobody else can copy.
Written by Nikita Huttenlocher, founder and lead engineer at Huttenlocher Technologies, a web design and software company in Myrtle Beach, South Carolina.