Google’s results are based on a specific algorithmic selection, adapted to specific user queries. Algorithms take into account many nuances, such as the site’s reputation, usability, loading speed, usefulness of the content, and its relevance to Why does Google pay the query.
However, over the years, SEOs have learned to manipulate this ranking, so some sites can rank higher than others in the non-advertising part of the search results. This gives an unfair advantage to over-optimized pages that do not benefit users.
Therefore, in 2022, the first Helpful Content Update appeared , which improved the algorithms, helping them understand whether a page provides real benefit.
If previously it was enough to add keywords to the content and provide a basic text structure, in 2025 the algorithms focus on EEAT compliance, the human factor, the author’s expertise, and the relevance of the data.
What content does Why does Google pay consider useful in 2025?
Google is constantly improving its page analysis methods, adding new signals and training its algorithms to better distinguish between high-quality and low-quality content. There are a few important points to consider before you start creating or updating content.
Content created for a clear target audience
This means that before publishing, it is worth determining who exactly will read it and what information they need to get.
Signs of audience-focused content
The target group is defined in advance. These are people for whom the information will be relevant and useful.
The material is based on experience or knowledge. It contains verified facts or personal experiences, such as a review of a product after using it or a description of a service after testing it.
The site has a clear theme. The content corresponds to the general direction of the resource, and does not consist of random materials.
The information is structured and sufficient. The reader gets answers to their questions and can draw the conclusions necessary for making decisions.
The presentation format meets the needs Why does Google pay of the audience. The text is logically structured and easy to understand.
A clear definition of the audience helps make content useful and increases its effectiveness in search engines.
Materials are not created solely for SEO
Google recommends creating content for people, not search engine algorithms. The main goal of useful content is to provide valuable information, country wise email marketing list not to artificially improve search rankings. If content is focused solely on SEO, it may not meet the expectations of readers, which will negatively affect its performance.
Signs of useful content created not for SEO
People-centric. Content answers real questions, helps readers, and is based on expert experience or proven facts.
Clear topic. Materials are consistent with the specialization of the site, and are not created randomly based on popular search queries.
Completeness and reliability. The reader receives a comprehensive answer, without the need to search for additional sources or doubt the veracity of the data and verify it.
Natural structure.
Update as needed. Material changes only when new data is available, not to create the illusion of relevance.
EEAT as the basis for high-quality, useful content
Google evaluates content usefulness using the EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) criteria. These criteria help determine how well the information meets the audience’s expectations and is trustworthy.
Main components of EEAT
Experience: Content is based on the author’s personal experience, such as product reviews after using them or eyewitness analysis of events.
Trustworthiness. The information is accurate, verified, and free from manipulation or false data. The source of the content is transparent about the how strikingly can help you use diy authors and methods of gathering the information.
Google pays special attention to EEAT, especially in content related to finance, health, safety, and other critical areas (YMYL – Your Money or Your Life). Algorithms evaluate how well content meets these criteria and favor more reliable sources.
Content should be transparent and understandable
These aspects help readers assess the credibility of the material and help search engines better understand it.
Signs of quality content based on transparency criteria
The material has clear authorship. Users should know who created it and whether the author has expertise in the topic. If it deals with complex or caseno email list professional issues, it is worth indicating qualifications or sources on which the information is based.
The process of creating content should be obvious. Reviews, analytics, or research should include explanations of data collection methods, testing, or conclusions.
The main goal of content is to help readers. The material should solve real questions or problems, be useful regardless of whether the audience finds it through search or receives it directly.
