Google’s guidance was always along the lines of "just create great content and the rest will follow." Over time, they have become less reliant on links and can now determine the quality and usefulness of content algorithmically.

If you’ve been following Google’s advice, your site is likely filled with high-quality content. Good for you! But nowadays, it’s not enough.

We’re used to seeing quality content that give context, cite sources or provide additional links. Helpful content is more than this.

To be truly helpful, your content has to display the following characteristics:
Displays expertise

Helpful content is written by subject-matter experts who know how things work from first-hand experience.

In contrast, fully automated AI content or other cheap, mass-produced content merely summarizes other sources found on the web. It’s secondhand and not based on experience – equivalent to hearsay or gossip.
Solves particular problems

Quality content is more journalistic. You must check sources, verify the company information and follow other links to get additional context and insights.