What Google Wants From Me

It’s true, content is the Queen of your SEO. Without it, you’ll have nothing to optimise! Google, the most used Search Engine in the world, updates its algorithm several times a year. It’s wise to be aware of the updates and what that means for your business. The last update was on ensuring quality content is prioritised online: Expertise, Authoritativeness and Trustworthiness (E-T-A) as they named it.

What does this mean for you? More than ever, you need to pay attention to the content quality if you want to stand out and be found. We have collected the most important questions you should be asking yourself when creating a new blog post based on Google’s guidelines.

What Google Prioritises on Search Results

Content and quality questions

  • Does the content provide original information, reporting, research or analysis?
  • Does the content provide a substantial, complete or comprehensive description of the topic?
  • Does the content provide insightful analysis or interesting information that is beyond obvious?
  • Does the headline and/or page title provide a descriptive, helpful summary of the content?
  • Does the headline and/or page title avoid being exaggerating or shocking in nature?
  • Would you expect to see this content in or referenced by a printed magazine, encyclopedia or book?

Expertise questions

  • Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, background about the author or the site that publishes it, such as through links to an author page or a site’s About page?
  • If you researched the site producing the content, would you come away with an impression that it is well-trusted or widely-recognized as an authority on its topic?
  • Is this content written by an expert or enthusiast who demonstrably knows the topic well?
  • Is the content free from easily-verified factual errors?
  • Would you feel comfortable trusting this content for issues relating to your money or your life?

Presentation and production questions

  • Is the content free from spelling or stylistic issues?
  • Was the content produced well, or does it appear sloppy or hastily produced?
  • Does the content have an excessive amount of ads that distract from or interfere with the main content?
  • Does content display well for mobile devices when viewed on them?

Comparative questions

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

Are you paying attention to all of the above when creating a new blog post? This should be your main focus: demonstrating your Expertise, Authoritativeness and Trustworthiness (E-T-A).


Read the full Google’s article here.

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