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What the episode covered
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088 - How to write Helpful Content - with Katrina McKinnon
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088 - How to write Helpful Content - with Katrina McKinnon
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01:12 Introduction of the topic and guest, Katrina McKinnon
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02:08 How Katrina came into the niche of content creation and was she able to create her company CopySmiths?
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07:54 How does Katrina feel about Google’s Helpful Content Update?
11:51 Why are visual images very helpful in content creation? …What are some of the things you can do to make your content more helpful for user experience?
17:29 What course of action did Katrina do in order to get a higher click through rate percentage for a client? …Why is it that people are also clicking on links?
21:56 Why is it important to include testimonials in your articles?
What I would emphasize today
Search has moved beyond one channel. Google still matters, but your buyers also use AI answers, YouTube, Reddit, reviews, communities, and comparison content before they decide.
That means the practical question is not just “does this rank?” The better question is: does this help the right buyer find enough proof to trust us?
How to apply this now
- Diagnose the actual visibility gap.
- Check whether the buyer researches this topic on Google, AI tools, YouTube, Reddit, or another platform.
- Create the asset that answers the question clearly.
- Add proof, examples, and structure so both humans and AI systems can understand it.
- Measure whether the work leads to better qualified demand, not just more traffic.
My current take
The topic still matters, but the playbook has changed. SEO is no longer only about ranking a page. It is about being present with the right answer, on the right platform, at the moment the buyer is forming trust.
If you want to know where your visibility gaps are now, start with a diagnostic call or the AI Readiness Check.