Here’s The Kind of Content that Google REALLY Wants to See

Updated August 13, 2024

Marketers, entrepreneurs, and copywriters alike are in a love-hate relationship with Google. On one hand, we’re constantly cursing them for their ever-changing algorithms, and on the other hand, we really want Google to like us.

The thing about Google, though, is that they’re far more transparent than many would like to believe. In fact, Google pretty much spells out exactly what they’re looking for and exactly how you can create the kind of content they want to serve their billions of users. The information is there…you just have to look for it.

For example, Google utilizes third-party Search Quality Evaluators to provide feedback on their search results so that the search giant can tweak their algorithms to deliver the best, most relevant content. After all, that’s been the goal of search engines since the dawn of the internet. 

And best of all? The guidelines provided to these Search Quality Evaluators is publicly available.^[1]

If you’re a marketing agency planning content for your clients or you’re an entrepreneur going the DIY route, understanding what Google is really looking for will help you scale the ranks of search engines (and subsequently, your business).

What Kind of Content Does Google Want?

Let’s first talk about why Google wants to provide the best, most relevant content to their users.

The more users trust Google, the more they’ll use it. The more users Google has, the more advertising they can sell. And the more advertising they can sell, the more money they make and the bigger their company grows. Like any business, Google has their bottom line in mind. That’s why their algorithms are constantly changing; they want to stay ahead of the game so that they can remain the market leader they are.

In short, the better the user experience, the better for Google. And Google ranks content that helps them provide that customer experience.

So, let’s get into what kind of content Google actually wants to see.

First, Google wants to see original content. 

Think of the old saying “there are no new ideas, just new ways to present them.” This means that even if you’re writing on a topic that’s already been written about, you put your own spin on it. You make it your own. You add your perspective. You create a new way to think about it or present it. 

This means writing 100% original content all the time, never copying and pasting from another source. EVER. Google picks up “duplicate content” easily, and duplicate content means your website disappears into the Google blackhole forever.

Next, Google favors accurate, comprehensive, and impeccably written  informational content. Think of your blog posts and articles as their own Wikipedia page. If your blog posts answer every question that your audience could possibly have, Google is going to look at your content as more authoritative and rank you higher in SERPs. 

Writing this kind of content means writing with high authority.

How Can I Write High-Authority Content?

Writing high-authority content is far easier than it sounds, albeit tedious and time consuming.

Part of writing with authority means writing well; spelling, formatting, grammar–all of it matters. Google wants to serve their users professionally presented content, not