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SEO has changed… again. And this time, it’s not just an algorithm tweak. Google is being more direct: content written just to rank won’t work anymore.
In a recent discussion, Google’s own team made it clear: creating content “for SEO” as its own goal is the wrong approach. And if your strategy still involves writing generic blog posts stuffed with keywords, you’re about to see performance drop.
This shift is more than just a best-practice reminder. It signals a hard pivot: user-first, experience-focused content is no longer optional, it’s expected.
If you’re leading content strategy or managing SEO for your business, this article will give you:
- A clear understanding of what Google now looks for in high-ranking content
- The most common mistakes businesses still make and why they’re more costly now
- A practical plan to create content that meets today’s expectations (and tomorrow’s)
What Google Wants from Content
Google’s expectations for content have evolved. But this time, they’ve made one thing crystal clear: writing for “SEO” as a standalone goal is outdated.
So what does Google want?
- Content that solves a real user need: If someone lands on your page and doesn’t find a clear, relevant answer quickly, you’ll lose them and rankings will follow. Google’s algorithms now favour pages that provide immediate value and satisfy search intent.
- Expertise and trust: It’s not enough to write about a topic, you need to demonstrate that your brand (or author) is qualified to speak on it. This includes linking to credible sources, providing original insight, or showcasing experience.
- Structured, focused writing: Long-form content isn’t automatically “better.” Google now rewards content that’s well-organised, clear, and free from unnecessary fluff. In other words: focus > length.
- Content that reflects intent, not just keywords: This is key. You can’t just target “email marketing tips” and expect to rank. You need to match why someone searched that term. Are they just starting out? Comparing tools? Looking for advanced tactics?
Google’s own Martin Splitt summed it up best: “If you’re writing content just to rank in search engines, you’ve already taken the wrong path.”
The takeaway? Don’t write for Google. Write with Google in mind, but for the person who’s actually reading.
Common SEO Content Mistakes
Even well-meaning marketers fall into bad habits, especially when under pressure to “do SEO.” But with Google tightening expectations, these missteps are more damaging than ever.
Here are the most common content mistakes that hold back performance:
1. Writing for Keywords, Not People
Trying to tick boxes for the algorithm (keyword in the title, in the first 100 words, repeated throughout) leads to content that feels robotic or irrelevant.
What to do instead: Focus on the problem behind the search. Why is someone Googling this? What do they want to walk away with?
2. Overloading with Fluff
Length is not a ranking factor… helpfulness is. Many brands try to hit a word count instead of focusing on value.
What to do instead: Keep content concise. Every sentence should move the reader forward or answer a question. If it doesn’t, cut it.
3. Ignoring User Intent
Ranking for a keyword doesn’t matter if the content doesn’t match what the searcher actually wants.
For example, someone searching “best CRM for freelancers” doesn’t want a generic overview of CRM features. They want a short list tailored to freelancers’ needs.
4. Writing for “SEO” in Isolation
Content created just for Google often ends up disconnected from brand goals, buyer needs, or sales journeys.
Instead, SEO content should sit inside your wider content strategy. Ask yourself: does this piece help move someone closer to a conversion, even indirectly?
Avoiding these mistakes won’t just protect your rankings, it will make your content more valuable to your audience, which happens to be Google’s top ranking factor in 2025.
Frequently Asked Questions (FAQs)
These are the questions marketing teams and content writers ask most often when trying to write SEO-friendly content that actually performs.
Q1: How long should SEO content be?
A: There’s no magic word count. What matters is depth of value. Does the content fully answer the user’s question? Some topics can be covered in 600 words. Others need 2,000+. Always let the topic (and the intent) dictate the length.
Q2: How often should I use keywords?
A: Forget keyword density. Instead, focus on:
- Including the primary keyword in the title, URL, and a heading
- Using natural language that mirrors how your audience searches
- Answering related questions and subtopics throughout the piece
The goal is to be relevant, not repetitive.
Q3: Is AI-generated content okay for SEO?
A: Google doesn’t penalise AI content outright, but it does penalise content that’s thin, generic, or unhelpful. If you use AI, you still need to edit, add context, and layer in original insights.
Q4: Should every piece of content be optimised for SEO?
A: No. Some content exists to serve your current audience, not attract new visitors via search. Use SEO strategically, especially for evergreen topics, product education, and buyer-focused content.
Q5: How do I know if my content is working?
A: Go beyond pageviews. Track:
- Time on page (are people actually reading?)
- Bounce rate (do they leave immediately?)
- Conversions (do they take the next step?)
- Search impressions and click-through rate (via Google Search Console)
Content that’s working will show signs of engagement and discovery, not just traffic.
SEO Content Has Grown Up & So Should Your Strategy
Google’s latest messaging isn’t just a tweak, it’s a wake-up call. Writing content “for SEO” isn’t enough anymore.
To rank in 2025, your content needs to solve problems, show expertise, and be worth someone’s time.
This isn’t about chasing keywords. It’s about building trust with your audience and with search engines.
If you:
- Start with real user intent
- Structure content for clarity
- Focus on usefulness over length
- And measure what matters
…you won’t just protect your rankings. You’ll actually build content that drives results.
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