How the Helpful Content Update Will Influence SEO


The Helpful Content Update has the whole world talking… Okay. Maybe not the whole world. 

But it sure has the world of SEO marketers geeking out and freaking out about what’s to come. I get it. 

The Panda Update and Penguin Update shook up the industry and flipped some quite profitable industries on their heads. I think it’s possible that the Helpful Content Update will follow suit, and we all look back at it in the coming months as one of the most important updates of the last few years. 

But here’s a thought…

What if the update isn’t actually an algorithm update, and it’s just intended to convince people to stop creating mediocre content and really lean into the ‘helpful’ lane of content? 

Hashtag tinfoil hat. Ok. Please know I’m kidding. I’ve already seen some brands get impacted on content that strives to compete with ‘review sites’ in the SERP. 

Here’s what a lot of people thinking about the ‘Helpful Content Update’ aren’t seeing though: 

This goes beyond SEO. 

This update should be something that everyone on your team is thinking about. A tip for UX developers and brand team to copywriters and content marketers – the shift towards embracing a holistic content culture that values the customer’s needs and wants has never been more important. And this is why I’m excited to share something with you today that could fundamentally change how you view your marketing engine. 

Over the last few years, the team and I at Foundation have created what many in the industry would consider ‘Helpful Content.’ It’s possible that you have never come across the content we share via ‘Foundation’; this is my content marketing agency. But I wanted to share some news that you might (or might not) find helpful. If you’re not a marketer… It’s very likely you won’t find this helpful, so feel free to close your email, and I’ll get back to you with our regular emails in the coming weeks. 

If you’re still reading… You’re likely a marketer. 

And if so. I hope you have found some of the content I’ve published over the years helpful. Whether it was an in-depth breakdown of the strategies that brands like Hootsuite used to repurpose content at scale or the strategies used by Masterclass to create a content marketing moat. I’ve shared these breakdowns with the intent of giving you a sophisticated and well researched look at how great content teams execute. 

I’ve pulled and shared the ‘outreach emails‘ from some of the best SaaS companies in the world. I’ve broken down the strategies that have led to the most successful backlink and Digital PR strategies in the world. And so much more… It’s been an amazing way to contribute to the industry and build our brand but now… 

I want to take things to a whole new level. 

I want to arm you with even better research. I want to arm you with more templates. I want to arm you with interviews. And I want to arm you with better data. 

So. The team and I are announcing Foundation Labs Insider + Inner Circle.

It’s an all-access pass that provides the tools, information, and insights you need to stay ahead of the competition. 

For a fraction of the price of a [insert useless SaaS tool] account, you and your whole team get exclusive access to:

  • Exclusive B2B SaaS growth, SEO & content case studies
  • Quarterly reports on data-backed B2B SaaS trends, correlations & more
  • Weekly Insiders-only email on trends, data & research
  • Insiders-only webinars on B2B SaaS content marketing
  • Weekly newsletters with case studies & SaaS stories
  • Invite-only fireside chats with marketing leaders at B2B SaaS giants
  • SaaS reports breaking down what’s working across industries today

This is just the beginning. 

Our goal is pretty simple: We want to build a place where you can learn from some of the best in the industry. We want to help you and your team create like the greats. We want to help your team better understand what areas of your content engine need to improve, from creating your SEO strategy to content distrbution… And what areas are already best in class.

We’re still publicly publishing a TON of free valuable content for the market. But the content that goes to the Insider and Inner Circle will go more in-depth, including everything from interviews and more robust research all the way through to group fireside chats.

If you want to understand how to create an SEO moat before the competition… I’m convinced a subscription here will pay dividends for years to come. 

Gaining market share in the SERP has never been more important. Creating helpful content has never been more important. 

And our team is going to be giving you the research, insights, and strategies that have worked in the past and will work in the future.

All in one place without the ‘guru speak.’ Just the information you need to better understand the market, educate your team, and create an SEO strategy to help you capture that # 1 spot. You don’t need to keep fearing the algorithm. We’ll arm you with the insight to become friends with the algorithm and stay ahead of the competition. Let’s do this.

I hope to see you inside. Subscribe today, and if you have any questions, please don’t hesitate to reach out. 

I love this stuff. And would love to see you on the other side.