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Getting found on Google

Google's Latest Guidelines Will Change How You Write Content Forever

Website copywriting is something we all know we need, but it can be a time-intensive task that will take time to make an impact. However, all hope is not lost – instead of writing blindly, Google has created a handy guide that can help you write web content that is not only better quality, but will help keep users interested, increasing the chance of them enquiring or purchasing.

We try to stay ahead of the curve when it comes to all things Google-related, searching for the latest tips and tricks to help you connect with the users most interested in your products and services. In this blog post, we'll share some of these secrets so you can tackle your website content and write copy that will help you perform better on Google, without needing to be an SEO (search engine optimisation) master.

Demonstrate Quality and Expertise

While keywords and writing for the Google algorithm are still important, and you should keep these things in mind, Google appears to be shifting the importance to writing content that satisfies the reader. With their advanced algorithm, they can quickly assess the quality of content, rewarding websites that demonstrate a clear understanding of the topic.

While you may be an expert on a specific subject, demonstrating this within a blog or web page can be difficult, especially if you aren't a confident copywriter. Fortunately, Google has provided several questions you can ask yourself when writing copy that should help you assess the quality of your content and ensure you're meeting the reader's needs.

  • Does the content provide original information, reporting, research, or analysis?

  • Does the content provide a comprehensive topic description?

  • Does the content provide insightful analysis or interesting information beyond what's obvious?

  • If the content draws on other sources, does it avoid copying or rewriting those sources and provide substantial additional value instead?

  • Does the main heading or page title provide a descriptive, helpful summary?

  • Does the main heading or page title avoid exaggerating or being shocking?

  • Is this a page you'd want to bookmark, share with a friend, or recommend?

  • Would you expect to see this content in or referenced by a printed magazine, encyclopaedia, or book?

  • Does the content provide value when compared to other pages in search results?

  • Does the content have any spelling or stylistic issues?

  • Is the content produced well, or does it appear sloppy or rushed?

  • Is the content mass-produced by or outsourced to many creators?

  • Does the content present information that makes you want to trust it?

  • If someone researched the site producing the content, would they come away with the impression that it is well-trusted or widely recognised?

  • Is this content written by an expert who knows the topic well?

  • Does the content have any easily checkable errors?

Not only will this show Google you're a company that's an expert in a particular field, but it will also help the user get everything they need in one place, without needing to go anywhere else. If they can see you know your stuff and aren't taking information from sources that aren't reliable, they'll be more confident in your ability to meet the user's needs.

Tailor Your Content for the End-User

Understanding who your target audience is will be key if you want to create helpful, high-quality content. Google has placed a huge amount of importance on creating content that addresses the user's needs, giving them the knowledge they need to convert there and then, without needing to go elsewhere.

Websites that can do this are more likely to be rewarded by the algorithm and perform better on the search engine result pages. To help you create content that addresses the needs of your readers, Google has provided some questions that should help you keep the end-user in mind when writing copy on your website.

  • Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?

  • Does your content demonstrate first-hand expertise and a depth of knowledge?

  • Does your site have a primary purpose or focus?

  • After reading your content, will someone feel they've learned enough about the topic?

  • Will someone who is reading your content leave feeling like they've had a satisfying experience?

This doesn't mean you should write for the end-user and nobody else. Google still looks favourably on keywords and websites with copy relating to their products and services, but there should be a balance between them. If you can find a way to create keyword-optimised copy that is helpful, engaging, and well-written, you'll have a much better chance of performing online.

Use the EEAT Framework to Quicken the Process

If you want to revamp your website content to be more customer-focused, you can use Google's EEAT framework to do much of the heavy lifting. While this isn't a cheat code to get to the top of Google's results page, according to Google itself, this will help ensure you are hitting all of the key points that their algorithm looks at when assessing the quality of content online.


How familiar are you with the specific subject? Users can often tell when somebody is unsure of a specific topic, so if you can demonstrate you have first-hand experience, they will be more confident that you are somebody worth listening to, building trust in yourself, and your company as a result – case studies and highlighting previous work can work well for B2B companies.


If you know the subject well, how can you add value? Proving that you are not only familiar with the topic but also an expert will show that you are the best person to talk to. If there are any tips, tricks, or insights that you can share, preferably from a first-hand perspective, the better you will come across.


Are you a figure of authority? Positioning yourself as a notable person in relation to the subject is key if you want to convince users to take you seriously. Reviews and testimonials are a good way to convey this, especially if they relate to your business's products or services.


Finally, are you somebody the user can trust? It's easy to claim that you know about a specific topic, but the true value is demonstrating this experience. Don't just scratch the surface and provide entry-level information – show that you are serious about the products and services you offer, and reassure the reader they can trust you.

Don't Be Afraid to Ask for Help

As we said, this isn't a cheat sheet for creating content that will help you perform better online, but it should help you create more authentic, customer-centric content that is not only relatable but also of high quality. This is key for customers looking for expertise in a particular field and will help you stand out from the pack, especially in an increasingly competitive and saturated online environment.

If you're interested in learning how we help clients improve their website content using a mix of user experience planning, content creation, and diligent research, get in touch with a member of the Royal Flush team.

To book a free one-hour consultation, submit an online form or give us a call on 01492 463209.

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