Become a content scientist: A qualitative framework for creating and optimising user-first content

Most SEOs are good at using data to identify what content to create or which pages to optimise - but numbers alone can't tell us how to make that content genuinely helpful, especially in the era of AI where the data isn't always even available.

In this session, Annika will share the Content Science framework: a qualitative methodology for evaluating and creating helpful content that performs across traditional search and AI citations. Think of it like grading a university research paper - rigorous, repeatable, and focused on substance over quick optimisation.

Transcript

1. Become a content scientist A qualitative framework for creating and optimising user-first content Annika Haataja SEO & Content Manager - ADP @annika-haataja Speakerdeck.com/annikahaataja |
2. HELLO! MOI! HOLA! • SEO and Content Manager at ADP • 12+ years in marketing, 9 in SEO • MSC in Digital Marketing (Brighton Uni) • From Finland, living in UK BrightonSEO April 2024 Nordic SEO Summit May 2025
3. © Annika Haataja @BrightonSEO Me when I get extra budget for content
4. © Annika Haataja @BrightonSEO TODAY’S TALK: Why is helpful content (still) important? The Content Science Framework Real-world examples
5. © Annika Haataja @BrightonSEO We’re not creating content purely for rankings anymore
6. The old model Rankings Traffic Conversions Content © Annika Haataja @BrightonSEO
7. HELPFUL CONTENT The new model Discovery & traffic Trust building Return visits Acquisition Conversions Retention © Annika Haataja @BrightonSEO
8. Good news: The general principles of content and marketing haven’t changed © Annika Haataja @BrightonSEO
9. “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Leo Burnett (1891 – 1971) © Annika Haataja @BrightonSEO
10. Content marketing before © Annika Haataja @BrightonSEO The old challenge: Rankings
11. Content marketing today The new challenge: Rankings AI-powered search AI-generated content Proving human expertise Shrinking SERPs Reddit, social, forums © Annika Haataja @BrightonSEO
12. Content that's genuinely helpful wins throughout this change © Annika Haataja @BrightonSEO
13. As the next evolution, content marketers need to learn to look beyond data, and expand their critical analysis skills © Annika Haataja @BrightonSEO
14. The Content Science Framework This is where will help you © Annika Haataja @BrightonSEO
15. Content strategists Topic ideation and planning to validate strategic alignment © Annika Haataja @BrightonSEO Content writers Ensure all quality aspects are addressed Editors Maintain consistency SEO specialists Use as a final QA check before go-live Who is the framework for?
16. © Annika Haataja @BrightonSEO bit.ly/helpful-content-framework Copy my content framework
17. © Annika Haataja @BrightonSEO Purpose Structure Value Credibility 1 2 3 4 What should your content focus on?
18. © Annika Haataja @BrightonSEO PURPOSE Does this content have a clear reason to exist?
19. PURPOSE Make it yours! 01 Audience alignment 03 Brand authority 02 Strategic fit 04 Delivery on promise © Annika Haataja @BrightonSEO
20. Remember this? © Annika Haataja @BrightonSEO
21. The incident that shook the whole SEO community © Annika Haataja @BrightonSEO
22. PURPOSE HubSpot had been writing about topics that were very popular but not relevant to their business or audience © Annika Haataja @BrightonSEO
23. © Annika Haataja @BrightonSEO HubSpot proves that topical authority comes from fulfilling user needs you’re qualified to address
24. © Annika Haataja @BrightonSEO
25. DO: Create content that delivers on its promise and brings meaningful value within your expertise DON’T: Write about topics you're not qualified to address or your users don’t need to know about PURPOSE © Annika Haataja @BrightonSEO
26. © Annika Haataja @BrightonSEO STRUCTURE Can users and AI find and absorb the information easily?
27. STRUCTURE Make it easy to consume! 01 Support navigation & wayfinding 03 Topical cohesion & semantics 02 Logical hierarchy 04 Citation-ready format © Annika Haataja @BrightonSEO
28. STRUCTURE • Descriptive headings • Contextual paragraphs • Tables, lists • Citable data points • Clear intros RAG only works in your favour if you use: © Annika Haataja @BrightonSEO
29. STRUCTURE So what about chunking? An LLM is a lazy researcher: it will cite the source that provides the most "ready-to-consume" answer Well-defined sections are easier to separate for an answer © Annika Haataja @BrightonSEO
30. STRUCTURE So what about chunking? If chunks are too small, they lose context If they are too large, they introduce "noise" © Annika Haataja @BrightonSEO
31. © Annika Haataja @BrightonSEO STRUCTURE
32. © Annika Haataja @BrightonSEO STRUCTURE Excel tutorials often structure their content well so users don’t get overwhelmed. Video link: youtube.com
33. DO: Organise your content to reduce users’ cognitive load DON’T: Build unnecessary barriers between users and your valuable insights STRUCTURE © Annika Haataja @BrightonSEO
34. © Annika Haataja @BrightonSEO VALUE What makes this worth the user's time?
35. VALUE Make it interesting! 01 Substantive quality 03 Format choice 02 Information integrity 04 Originality © Annika Haataja @BrightonSEO
36. Fluff is the quickest way to reduce your content’s value VALUE © Annika FLUFF © Annika Haataja @BrightonSEO
37. © Annika Haataja @BrightonSEO FLUFF • Stating obvious facts • Material that goes off-point • Cliches, witticisms, slang, jargon • Unrelated information
38. © Annika Haataja @BrightonSEO FLUFF • Stating obvious facts • Material that goes off-point • Cliches, witticisms, slang, jargon • Unrelated information
39. The impact of fluff https://www.nhs.uk/conditions/migraine/ © Annika Haataja @BrightonSEO
40. The impact of fluff © Annika Haataja @BrightonSEO https://www.nhs.uk/conditions/migraine/
41. © Annika Haataja @BrightonSEO VALUE
42. DO: Create content worthy of being someone's trusted resource DON’T: Add unnecessary noise to the internet VALUE © Annika Haataja @BrightonSEO
43. CREDIBILITY Why should users trust this? © Annika
44. CREDIBILITY Make it trustworthy! 01 Demonstrated expertise 03 Legit freshness 02 Clear sources 04 Visible trust signals © Annika Haataja @BrightonSEO
45. © Annika Haataja @BrightonSEO
46. Accenture Life Trends 2025 of survey respondents have been questioning the authenticity of online content more than before. 60% of respondents say trust is an important factor to them when choosing to engage with a brand. 62% © Annika Haataja @BrightonSEO
47. © Annika Haataja @BrightonSEO CREDIBILITY Cloudflare shows persistent on-screen credentials Video link: youtube.com This enables modern viewing behaviour (chapter skipping, short attention spans, fragmented consumption)
48. © Annika Haataja @BrightonSEO CREDIBILITY Calm’s editorial team page not only showcases true credibility signals, but also personal tips on mental health. https://www.calm.com/blog/editorial-team
49. DO: Remove trust barriers by placing credentials front and centre DON’T: Make users hunt for reasons to trust your expertise CREDIBILITY © Annika Haataja @BrightonSEO
50. Final thoughts... © Annika Haataja @BrightonSEO
51. Owned content is still your biggest competitive advantage, and you have full control over it © Annika Haataja @BrightonSEO
52. Before we go... © Annika Haataja @BrightonSEO
53. © Annika Haataja @BrightonSEO
54. © Annika Haataja @BrightonSEO
55. © Annika Haataja @BrightonSEO THANK YOU! www.linkedin.com/in/annika-haataja annikahaataja.webflow.io bit.ly/helpful-content-framework