discuss the concept of helpful content and its importance in SEO. They explore Google's definition of helpful content and how it focuses on providing reliable, original, and insightful information for users rather than solely ranking high in search engine results. They emphasize the need for law firms to create content that addresses the questions and concerns of their target audience, building trust and establishing themselves as a credible source of information. They also discuss the role of AI in content creation and the importance of using AI tools strategically to enhance the content creation process. The episode concludes with the reminder that the ultimate goal of content creation is to provide value to users and build trust.