How to strengthen your website content so it earns attention — from humans first, search engines second.
You’ve created a new page to target a keyword or two. You did your research, studied the competition, and wrote a few hundred words answering every reasonable question.
Then you wait – and nothing happens. The page settles at #250 and refuses to move.
Google’s verdict? It doesn’t think your page satisfies user intent.
That phrase, “user intent,” is still the heart of SEO. But in 2025, it’s not just about matching phrases on a page. Google’s systems now use machine learning and large-language models to judge how well your content actually helps people. It looks for experience, depth, authority, trust, and signs that real humans found value in it.
So, no spreadsheets with 999 ranking factors required – just focus on a few fundamentals that still matter.
Create Content for People (Still)
Yes, it’s a cliché. And yes, it’s still true.
Old-school SEO was about writing for algorithms: copied content, keyword-stuffed paragraphs, “spun” articles. Somehow, that nonsense still appears in the wild – and occasionally even works for a few months. But the hammer always falls eventually.
Modern SEO is about experience. If you’ve done something, show it. If you know something, explain it clearly. Google now uses E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) as the lens through which it judges quality.
Forget arbitrary word counts or keyword density. Your job is to help a user reach the finish line of their search – to understand something or make a decision without bouncing elsewhere.
Use text, images, diagrams, examples, or videos – whatever makes the message land.
Also: mark your work up properly. Use schema (Article, FAQ, HowTo, Video) so Google can understand context and surface your content beyond blue links.
Quality and Quantity
Quality is everything. But data still shows a link between content depth and visibility.
Backlinko’s 2016 finding that “the average first-page result contains 1,890 words” still illustrates the point – longer content tends to cover more angles. But it’s not about the number; it’s about completeness.
A concise, visual product page can outrank a 2,000-word essay if it answers intent more effectively. Likewise, an in-depth guide can dominate if it’s genuinely useful.
The new metric isn’t “how long is it?” – it’s “does it solve the user’s problem?”
And don’t forget freshness. Regularly review and expand your best pages. Google now rewards consistent updates and newly validated information more than static “set-and-forget” content.
Accept Your Own Limitations
Some people just aren’t natural writers. Others can’t quite turn their thoughts into readable paragraphs. That’s fine – what matters is getting your expertise across clearly.
If writing isn’t your thing, hire someone who can shape your ideas without diluting them. Many great pages start as rough drafts written by experts and polished by editors. It’s collaboration, not cheating.
You can even use AI tools (ChatGPT, Gemini, Claude) as drafting assistants – just remember: AI can’t fake experience. Feed it your real insights, then edit the output so it sounds human and accurate.
Visually Communicate Your Thoughts
Words aren’t the only tool you have. Use photos, diagrams, and short videos to clarify what text can’t.
Just make sure your visuals pull their weight:
- Use WebP or AVIF image formats for fast loading.
- Add alt text and captions for accessibility.
- Apply lazy loading and proper dimensions for Core Web Vitals.
- Use VideoObject schema and transcripts where relevant.
If you use AI-generated visuals, that’s fine – just ensure they’re relevant and not misleading. Credit or link to your sources where appropriate, ideally with rel="nofollow" if you’re unsure of the site’s reputation.
Link Out – Intelligently
Outbound links are still valuable when used right. They show Google what ecosystem your content belongs in and help readers understand your topic.
If you reference a technical term, link to a credible explainer. If you mention research, cite the source.
The only update since 2016: not every external link needs rel="nofollow".
- Use
rel="sponsored"for paid collaborations. - Use
rel="ugc"for user-generated content. - Otherwise, link freely – quality outbound links can help, not hurt.
Example:
<a href="https://en.wikipedia.org/wiki/Search_engine_optimization" target="_blank" rel="nofollow">Search Engine Optimization</a>
Edit. Then Rewrite. Then Wait. Then Edit Again.
Good writing still takes time.
Write, revise, and have someone else read it – then walk away. Come back a day later and you’ll almost always find a smoother way to phrase something or a missing point to clarify.
You can now enlist tools like Grammarly or AI editors to flag tone and flow issues, but the final pass should still be human. The best pages read as if they were written for a person, not a rubric.
Build the Chain (Ethically)
Yes, this section needs updating – the days of “emailing bloggers for guest posts” are fading fast.
Google’s SpamBrain system is ruthless about paid or manipulative link schemes.
That doesn’t mean links don’t matter – they absolutely do – but how you earn them has changed.
Focus on:
- Digital PR – get cited in news, industry roundups, or research.
- Linkable assets – original data, tools, calculators, or visual guides.
- Mentions and entities – even unlinked brand mentions count now.
- Collaboration – interviews, expert quotes, or shared studies.
Skip the £500 “sponsored post” deals. They’re rarely worth it anymore.
Build links through reputation, not transactions.
TL;DR – 2025 Edition
- Write for people. Add genuine experience and insight.
- Cover topics completely, not excessively.
- Keep content fresh, accurate, and readable.
- Use visuals, schema, and accessibility best practices.
- Link to credible sources with the correct attributes.
- Edit, wait, and refine – quality trumps speed.
- Build links ethically: create something worth referencing.
- Monitor Core Web Vitals and user experience; performance is now part of SEO.
Final Thought
Everything still comes down to trust.
Google’s algorithms are now smart enough to tell whether a page feels like it was written to help someone – or to game a system.
Your goal hasn’t changed: make something genuinely useful, fast, and easy to read.
Do that, and you’ll be fine – whatever alphabet-soup update Google rolls out next.
