What Does Google Look for in Good Content?
Let’s be honest, Google can feel like a bit of a mystery sometimes.
One minute your page is flying high, the next it’s hiding on page three wondering where it all went wrong.
So, what does Google want from your content?
The truth is simpler than most SEO myths make it sound. Keywords still matter, yes, but Google’s far more interested in content that’s clear, useful, and trustworthy. In short: content written for people first, and algorithms second.
Let’s break down what that really means (in plain English, of course).
Common SEO Myths (and What Google Actually Cares About)
There’s a lot of outdated SEO advice still floating around, so let’s clear a few things up:
❌ “You need to stuff your blog with keywords.”
✅ Not anymore. Google understands natural language, it’s more about how clearly you answer the reader’s question and match their intent.
❌ “Longer content always ranks better.”
✅ Only if it genuinely adds value. A sharp, well-structured article can easily beat a rambling 1,500-word monster.
❌ “AI can write it all for you.”
✅ Tools can help, but authentic, experience-based writing builds the trust Google rewards.
If you’d like to dig deeper into how Google figures out what people are really searching for, take a look at our guide to Understanding User Intent.
Google’s Core Principles: E-E-A-T
Google uses a handy framework to judge quality called E-E-A-T – Experience, Expertise, Authoritativeness and Trustworthiness.
Here’s what that looks like in practice:
- Experience – Have you genuinely done or used what you’re writing about?
- Expertise – Do you know your stuff?
- Authoritativeness – Do others recognise you as reliable?
- Trustworthiness – Is your content accurate, honest and transparent?
At The Last Hurdle, when we write about SEO, marketing, or business development, it’s all based on what we actually do, day in, day out, for our clients. That’s the kind of grounded, real-world insight Google wants to reward (and your readers appreciate too).
What Google Looks For (In Plain English)
So, what makes Google nod approvingly at your content?
- Clear, readable writing – keep sentences short and easy to follow. (We explain more about this in Making Sense of Readability Scores.)
- Useful, original information – share what you’ve learned, not what AI has guessed.
- Good structure – headings, bullet points and white space are your friends.
- Freshness – regular updates show your business is active and relevant.
- Engagement – if visitors stay to read, share or link to your content, Google takes that as a thumbs-up.
- Reputable links – link to and from trustworthy sources.
Why “User Intent” Matters
Google now focuses less on specific keywords and more on intent — what the searcher really wants.
For example, if someone types “best marketing strategy for small business,” they’re not looking for a dictionary definition. They want practical, experience-based advice from people who actually help small businesses grow.
That’s exactly what Google’s trying to surface, real expertise, written clearly and with purpose.
Google’s Good Content Checklist
• Clear and readable
• Original and helpful
• Honest and trustworthy
• Well-structured
• Focused on user intent
Red Flags for Google
Even the best businesses can accidentally trip themselves up with content.
Here are a few things to steer clear of:
- Keyword stuffing (please, no one needs to read “best SEO agency in Northampton” twelve times in a paragraph)
- Thin or repetitive text
- Clickbait headlines that overpromise and underdeliver
- Skipping proofreading or fact-checking
- Missing or misleading meta titles/descriptions
And here’s a quick example from our own world:
Weak content:
“The Last Hurdle provides a range of digital marketing solutions to help your business grow online.”
Better content:
“At The Last Hurdle, we help local businesses strengthen their online presence, from SEO strategy and website content to award submissions and social media management all tailored to your goals.”
The second version is specific, human, and shows expertise. The first could have come from anyone’s website and Google can spot that too.
How to Show Google You’re the Real Deal
You don’t need to play SEO games. You just need to show your credibility.
Here’s how:
- Add author names and short bios (Google likes to know there’s a real person behind the words).
- Reference credible sources or case studies.
- Link internally to relevant posts (like the two we’ve mentioned here).
- Keep your tone genuine and consistent with your brand voice.
- Update older content, fresh insight keeps Google and your audience interested.
The Balance Between SEO and Storytelling
At its heart, Google wants what your audience wants: content that genuinely helps.
That’s why storytelling, structure, and clarity naturally lead to better rankings.
If your content answers questions, shares knowledge, and reflects real experience, you’re already doing most of what Google loves.
The Last Word: Clarity, Credibility, Connection
Google isn’t trying to trip you up, it’s trying to connect people with helpful, trustworthy content.
If you focus on being clear, credible, and human, you’re already winning.
At The Last Hurdle, we help businesses create content that not only performs well in search but also sounds like you. From SEO copy and blogs to full content strategies, we make sure every word works hard for your business.
So, write for people first, polish for Google second, and if you’d like a hand making sense of it all, you know where to find us.
Get in touch if you’d like to make your website content more visible, valuable, and authentic. Call us on 01604 654545 or email [email protected]
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