What Google Says It Wants From Your Content (Straight From the Source)

What Google Actually Wants From Your Content (And It’s Way Clearer Than You Think)

If you’ve ever found yourself thinking, “I just wish Google would tell me what it wants so I can stop guessing,” you’re not alone.

That exact thought is what prompted an email I sent to my list recently, because Google actually has told us. Very plainly. In a public article about creating helpful, people-first content.

Not in vague, corporate language.Not in “just optimize better” advice.And not in a way that requires decoding algorithm updates.

They laid out what their systems are designed to reward, what they’re actively discouraging, and how they suggest evaluating your own content moving forward.

I wanted to take that email conversation further and break this article down in a way that’s practical, grounded, and actually useful — especially if you’re a business owner creating content yourself.

(And yes, if you’re not on my email list yet, this is the kind of insight I share there regularly.)

Why This Google Article Matters More Than Most SEO Advice

This isn’t Google announcing a new update or threatening penalties.

It’s a philosophy statement.

Google is essentially saying: Here’s how we want you to think about content. If you align with this, you’re on the right track.

The core message is simple, even if the execution isn’t always easy.

They want content that is:

• Written for real people first

• Helpful, complete, and honest

• Rooted in real experience or expertise

• Supported by SEO — not driven by it

If you’ve been feeling unsure about why certain posts don’t perform anymore, or whether what you’re publishing is “good enough,” this article gives you a much clearer lens to evaluate that.

The Self-Check Questions Google Literally Suggests Asking

One of the most valuable parts of Google’s article is the set of questions they recommend using as a gut check.

These aren’t trick questions. They’re not meant to be gamed. They’re meant to help you step back and look at your content honestly.

Does this content actually help someone?

This sounds obvious, but it’s where a lot of content quietly falls short.

Helpful content doesn’t just touch on a topic — it walks someone through it in a way that reduces confusion, answers follow-up questions, and respects the reader’s time.

If someone finishes your post and still feels like they need to search again to understand the basics, that’s a signal that something is missing.

Depth doesn’t mean being wordy. It means being thorough.

Does it show real experience or expertise?

Google is very clear that firsthand experience matters more than ever.

That doesn’t mean every post has to sound academic or authoritative. It means the content should feel like it came from someone who has actually done the thing they’re talking about.

For business owners, this is a HUGE advantage.

Your lived experience, your client work, your mistakes, your process— those are things generic content can’t replicate. And they’re EXACTLY what makes content feel trustworthy.

Would someone bookmark this or share it?

This is one of the most honest questions in the entire article.

If the content is fine but forgettable, it usually means it’s saying what’s already been said— just slightly rearranged.

Content worth saving usually does at least one of these things:

• Explains something more clearly than other resources

• Adds nuance that’s usually skipped

• Helps someone make a confident decision

• Puts words to something they’ve been struggling to articulate

Does it feel complete, or does it send people back to Google?

Google doesn’t want your content to be a pit stop.

They want it to be the place someone lands and thinks, “Okay, I get this now.”

That doesn’t mean covering every possible angle under the sun. It means anticipating the most common follow-up questions and addressing them instead of avoiding them.

Incomplete content, a lot of times, looks like:

• Overly short posts on complex topics

• Lists with no explanation

• Advice with no context or examples

Would I still publish this if search engines didn’t exist?

This is the question that cuts through everything else.

If the only reason a piece of content exists is to rank, it usually shows, and people (and Google) can pick up on that. And over time, Google gets even better at recognizing that.

Now... If, however, you’d still be proud to publish it because it genuinely helps your audience understand something better, you’re aligned with what Google is trying to reward.

What Google Is Actively Discouraging (Even If It Still “Works” Short-Term)

This part of the article is subtle but important.

Google openly discourages:

• Copying or lightly rewriting existing content

• Publishing posts just to hit a word count

• Updating publish dates without meaningful changes

• Creating content solely to target keywords without adding value

They’re also very clear about AI-assisted content.

Using tools is not the issue. Publishing content with no original thought, experience, or accountability behind it is.

The common thread here isn’t the method— it’s the intent and the effort.

What E-E-A-T Actually Means in Practice

You’ve probably heard the acronym before: Experience, Expertise, Authoritativeness, Trust.

In practice, it’s much simpler than it sounds.

Experience means you’ve actually done the thing. Expertise means you understand it deeply. Authority means your insights are credible. Trust means your content is honest, accurate, and transparent.

Trust is the foundation of all of it.

This is especially important for service-based businesses. People aren’t just looking for information; they’re deciding who to trust with their time, money, or project.

Your content plays a role in that decision.

How to Apply This Without Rewriting Your Entire Website

You don’t need to overhaul everything at once.

A much better approach is to start small and intentional.

Pick one blog post or core page. Read it as if you didn’t write it. Then walk through Google’s questions honestly.

Ask yourself:

• Where could this be clearer?

• What questions might someone still have?

• Where could I add real experience or explanation?

• Does this feel complete?

That process alone will improve your content more than chasing trends ever will.

What This Actually Looks Like in Real Businesses

Sometimes the advice makes sense in theory, but it’s hard to visualize what “helpful, people-first content” actually looks like in practice. So let’s ground this in a few real-world scenarios.

For a Local Restaurant

A restaurant trying to “do SEO” might feel pressure to crank out blog posts like “Best Restaurants in Asheville” or “Top Dinner Spots Near Me.”

But helpful content looks different.

Instead, imagine a page or post that walks someone through:

• What makes your menu different?

• Where do your ingredients come from?

• How do you accommodate dietary needs?

• What the vibe actually feels like on a Friday night

• And who your food is best suited for (and who it’s not)

A genuinely helpful post might answer questions like:

• Is this a good place for a date?

• Is it loud? Casual? Kid-friendly?

• Do I need a reservation?

• What do people always come back for?

That kind of content isn’t written to rank for a trendy keyword; it’s written to help someone decide where to eat without guessing. And that’s exactly the kind of clarity Google is trying to surface.

For a Photographer

A photographer might think they need to blog constantly about trends, locations, or generic tips to “stay relevant.”

But helpful content often looks like transparency.

Think about a post that explains:

• What a full photography experience actually includes

• How timelines affect lighting and final images

• What happens if it rains

• How to prepare clients so sessions feel relaxed instead of awkward

• Or how your approach differs from other photographers in the area

Instead of surface-level inspiration, you’re answering the unspoken questions people are already Googling at 11 pm when they’re overwhelmed and unsure who to book.

That shows experience. It builds trust. And it helps someone make a confident decision— even if they don’t book you immediately.

For a General Contractor

Contractors often feel like SEO content has to be technical or keyword-heavy to “work.”

In reality, some of the most helpful content a contractor can publish explains the process, not just the service.

Imagine a page or post that clearly walks through:

• What happens after someone submits an inquiry

• Realistic timelines and common delays

• What budget ranges actually mean in practice

• What clients should prepare before a project starts

• And what can cause projects to stall or go over budget

This kind of content does two powerful things at once.

It educates potential clients and filters out the ones who aren’t a good fit — which is a win for everyone involved.

Google sees it as helpful because it reduces uncertainty. Humans trust it because it feels honest.

Why These Examples Matter

In all three of these scenarios, the content isn’t trying to trick Google.

It’s not written to hit a word count.

It’s not chasing “hot” keywords.

It’s not copying what everyone else is doing.

It’s answering REAL questions with REAL insight.

That’s the common thread Google keeps coming back to— and why this approach works across all industries.

Some Final Thoughts

The reason I shared this article with my email list and wanted to expand on it here is that it removes a lot of unnecessary pressure. Google isn’t asking for hacks. They’re asking for helpful, people-first content that’s grounded in reality.

If you’re already creating thoughtful, experience-based content for real humans, you’re likely closer than you think. And if you want more breakdowns like this, branding, website, and SEO insights without the fluff, that’s exactly what I share with my email list.

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