How to Create Content That Ranks in 2025

Apologies if you arrived on this page expecting a secret and foolproof formula or a magic wand to instantly get Google’s attention and boost your rankings. Or if you were hoping for a 100% guaranteed, step-by-step guide to creating content that consistently delivers results.

As of yet, there’s no such thing as a one-size-fits-all approach to SEO success. This is because Google’s algorithms are constantly changing, and what works today might not be as effective tomorrow. Many digital PR and SEO professionals will agree that just when you start to feel like you’re getting into the swing of things, another Core Update can come along, pulling the proverbial rug from beneath your feet and forcing you to take ANOTHER long, hard look at your digital strategy – or switch tacts entirely.

But while Google will continue to make both minor and major updates to its algorithm, one thing is for certain - it will NEVER prioritise low quality content, AI-generated fluff, thin content, or keyword stuffed pages. So although there are no fixed rules, there are key steps you can take to ensure your content - both on-site and off-site - is as effective as possible.

Like most things in life, there’s no point chasing shortcuts. The key is to focus on creating content that resonates with your readers and aligns with Google’s focus on user experience. That way, you’ll be in a much better position to see sustainable, long term results. If you’re unsure where to begin, keep reading to discover practical tips and strategies that can improve your chances of success and help you create content that Google will love.

What’s in this article:

Google’s stance on how to create great content
Use keyword research to plan
Focus on helpful, people-first content
Prioritise educational and entertaining content
Structure your content properly
Earn quality backlinks
Make it mobile friendly - and fast
Key takeaways

Google’s stance on how to create great content

It’s not a step-by-step guide (because, as we’ve said, that doesn’t exist!), but Google has shared its own advice on creating ‘helpful, reliable, people-first content’. Because Google's automated ranking systems are designed to present reliable information that's primarily created to benefit people (not to gain search engine rankings), it suggests self-assessing your content by asking various content and quality questions.

Some of the suggested questions are ‘big picture’ things like ‘Does the content provide original information, reporting, research, or analysis?’ and ‘If the content draws on other sources, does it avoid simply copying or rewriting those sources, and instead provide substantial additional value and originality?’ But others ask you to look more granularly at what you’re publishing: ‘Does the main heading or page title provide a descriptive, helpful summary of the content?’ and ‘Does the main heading or page title avoid exaggerating or being shocking in nature?’

Brands and publishers should also prioritise people-first content, avoid tactics that manipulate search rankings, and familiarise themselves with E-E-A-T and Google’s Quality Rater guidelines.

What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, and it’s how Google’s Quality Raters evaluate the search engine’s 200+ ranking factors and assess the quality of a page. Before December 2022, this was known as E-A-T (Expertise, Authoritativeness and Trustworthiness), but the second E, Experience, was later added to assess whether content has been produced by someone with firsthand experience on the given topic.

It’s not a ranking factor in itself, but rather a set of signals to indicate how Google’s Quality Raters evaluate the search engine’s ranking systems and assess the quality of a page. Quality Raters are responsible for rating the quality of web pages, and this feedback is used by Google to improve the Search Experience. So, E-E-A-T is one key measure that Quality Raters use to evaluate said pages.

With the rise of ChatGPT and other AI tools, it’s more important than ever that not only your site demonstrates high E-E-A-T, but any content you’re publishing with your name attached to it (including digital PR campaigns!). This is what each point breaks down to:

Experience: This refers to the hands on knowledge or expertise an author or website has in their field. It highlights their depth of understanding of a topic or service which has been gained through direct, first hand experience.

Expertise: This relates to the author’s or brand’s depth of knowledge or skill in a specific area. It can come from formal qualifications and professional credentials or, in some cases, from lived experiences and self taught skills, depending on the topic’s credibility requirements. What makes you an expert in your field?

Authoritativeness: This relates to the credibility and reputation a website or content creator holds within their field. It is often built through recognition from industry peers, the public, or other reputable sources. One effective way to strengthen this is by positioning yourself as a thought leader through strategic digital PR activity.

Trustworthiness: Trust is all about the credibility and reliability of the content, its creator, and the website. Why are you qualified to speak on this topic, and how can you demonstrate that to your readers or people visiting your site? It also refers to transparency, honesty, and the accuracy of the information presented.

Use keyword research to plan

There’s no point creating content that no one is looking for, so before you start creating content, you need to know what people are searching for to give yourself the best chance of ranking for relevant topics and keywords that real people are actually typing into the search engines. That’s where keyword research comes in – it helps you identify topics with real search demand, ensuring your efforts aren’t wasted on content that won’t attract traffic.

Keywords help you understand your audience’s needs and ensure your content aligns with real search demand. Start by using tools like Google Keyword Planner, Ahrefs, or SEMrush to find high volume, low competition keywords relevant to your industry. Focus on search intent – are users looking for information, product comparisons, or answers to a specific question? Tailoring your content to match search intent increases your chances of ranking. This is what the different keywords might look like:

Informational intent (Users want to learn more about a topic)

What is digital PR?
How does digital PR help with SEO?
Digital PR vs traditional PR
Best digital PR strategies for 2025

Comparative intent (Users are weighing up options)

Best digital PR agencies in the UK
Digital PR vs link building – which is better for SEO?
In-house PR vs hiring a digital PR agency
How much does digital PR cost?

Transactional/solution focused intent (Users are closer to making a decision)

Top rated digital PR agencies for startups
Hire a digital PR agency for link building
Request a digital PR strategy consultation
Digital PR services for e-commerce brands

If you want your content to rank well on Google, you need to understand what people are actually searching for. If someone’s looking for information, they’ll want in-depth guides, blog posts, or expert insights that really break things down for them. If they’re comparing options, a side-by-side breakdown, a pros and cons list, or a solid case study can help them decide. And if they’re ready to take action, make it easy for them with well-optimised service pages, glowing testimonials, and clear calls to action that turn searches into leads.

To make sure your content aligns with what people are looking for at each stage, do your keyword research and optimise based on search intent - whether it’s informational or transactional.

Focus on helpful, people-first content

Over the past few years, Google has become much stricter about AI-generated content - but not simply because it’s created by machines. Instead, Google is purely focused on whether content is genuinely useful, original, and trustworthy, because much of what LLMs (Large Language Models) produce tends to be generic and lacking in real insight or expertise.

While AI tools can help streamline content production, they often generate surface level copy that offers little real value to readers. As a result, Google’s algorithm updates are now designed to identify and deprioritise (or even penalise) low quality, unoriginal content - regardless of whether it was written by a human or AI.

Google’s goal is clear: to prioritise the most relevant, helpful information for searchers - not content that’s been churned out to game the algorithm. One of the most significant developments in this space is Google’s Helpful Content System, first introduced in 2022 and continuously updated. It specifically targets content that:

Is created primarily to rank on search engines, not to inform users
Is thin, repetitive, or clearly mass produced (often using AI)
Covers trending topics without offering any genuine expertise or authority

In March 2024, Google doubled down with an update to its spam policies, explicitly calling out scaled content abuse. With this update, Google made it clear: It doesn’t matter whether content is written by a person or a machine - if it’s unhelpful, it simply won’t rank. This 2024 update included:

Generating content at scale to manipulate search rankings - with or without AI
Publishing large volumes of auto-generated pages with little originality or editorial oversight
Flooding the web with low value AI articles across multiple domains

The evidence is clear. As new tools and technologies emerge, Google is putting an even bigger emphasis on content that’s written for people - not just for search engines. Therefore to stay visible in search results, businesses must prioritise quality over quantity. So, if you’re producing original, well-informed content that demonstrates real expertise, provides genuine value, and answers the needs of real human beings and their target audiences, your content should perform well in the SERPs (Search Engine Results Pages).

Prioritise educational and entertaining content

When creating content, it’s important to strike a balance between being helpful and keeping things engaging. You want to educate your audience, but you don’t want them to feel like they’re reading a textbook. Mix in a bit of personality, tell stories, and use examples that make your points easy to understand. That way, your content not only teaches something valuable but it also keeps readers interested and coming back for more.

‍If you’re looking for real world examples, check out Hubspot’s blog. It’s a great example of educational content done right as it combines expert level insights with a really accessible and readable tone of voice.

Whether they’re breaking down complex marketing strategies or offering tips on challenging digital tactics, Hubspot’s content is packed with value but never feels overwhelming. They use clear, actionable advice, relatable examples, and engaging visuals to make learning easy and enjoyable. Plus, they frequently update their content, which makes it a go-to resource for anyone looking to improve their marketing skills.

Structure your content properly

Google LOVES clear content that is well organised. But structuring your content well isn’t just about looking neat - it directly affects how Google understands and ranks your page.

Google wants to deliver the best user experience possible, so it favours content that's easy to read, scan, and understand. A page that is structured well signals that your content is useful and relevant - both for users AND search engines.

You can address page structure by using headings and subheadings like H1, H2, H3 etc. Think of headings like a roadmap for your content. They help both readers and search engines quickly understand what each section is about, and including target keywords (naturally) in your headings can also boost rankings.

H1: This should be your main title - used just once per page
H2s: These are subheadings that break your content into clear sections
H3s and H4s: Used for subsections and subtopics within your H2s. They’re helpful to create a logical content hierarchy

Most users skim online content - so it’s also important to break up dense blocks of text. You can do this by using bullet points to make lists easier to digest and keeping paragraphs short (ideally 1-3 sentences). Also, pages that use questions as H2s (e.g. What is Digital PR?) often have a better chance of being pulled into featured snippets or "People Also Ask" boxes.

Earn quality backlinks

Backlinks (links from other websites to your website/content) act as votes of confidence in the eyes of search engines like Google. When reputable websites link to your page, it tells Google that your content is trustworthy, it’s relevant to the topic being discussed, and it adds value to readers.

How backlinks help your content rank

Boosts authority (at both domain and page level)

When authoritative sites link to your content, it strengthens your Domain Authority and Page Authority - both indicators Google uses when ranking search results.

Helps Google discover your content

Backlinks help search engine crawlers find and index your pages faster. If a high traffic site links to your new blog post, Google is likely to notice it sooner.

Drives referral traffic

Quality backlinks don’t just help with rankings - they can also drive targeted traffic to your content from other sites, which boosts engagement and visibility.

Reinforces topical relevance

When a backlink comes from a site that covers similar topics, it reinforces your relevance in that niche or industry. Google takes this into account when determining search rankings.

But remember, not all backlinks are created equal. Google values links from authoritative, trusted websites (like news outlets and respected blogs), links that are contextually relevant to your content, and editorial links that are earned naturally (not paid or spammy). So, links from low quality or spammy sites can actually do more harm than good. It’s always best to aim for earned, organic backlinks from credible sources, which is where digital PR campaigns come in!

If you want more information on why backlinks are important for getting your content ranked, read this blog.

Make it mobile friendly - and fast

If your content doesn’t load quickly or work well on mobile, it’s not going to perform as well in search. It really is as simple as that. More than half of all the world’s web traffic comes from mobile devices, so if your page is slow, clunky, or hard to navigate on a phone, you’re likely to lose visitors - and SERP rankings.

It’s all about user experience. Google wants to send people to websites that are smooth, accessible, fast, and easy to use. That means your content needs to load quickly, adjust to different screen sizes, and be easy to scroll and interact with. No tiny buttons. No messy layouts. And definitely no autoplaying videos that take over the screen!

Here are a few simple ways to keep your content mobile and Google friendly:

Use a responsive design so your content automatically adjusts to fit any screen
Keep font sizes readable on smaller devices
Avoid intrusive pop-ups or elements that are hard to close on mobile
Compress images to keep load times fast without sacrificing quality
Run your site through Google’s PageSpeed Insights (PSI) to spot and fix speed issues

Speed and mobile-friendliness aren’t just nice-to-haves anymore – they’re core ranking factors. So, before you hit publish, make sure your content isn’t just great on desktop, but seamless on mobile too.

Key takeaways

There’s no secret formula for SEO success, but quality content always wins.
Google rewards helpful, original content created for users - not search engines.
Do thorough keyword research and tailor your content to match search intent.
Follow E-E-A-T principles to build credibility and trust.
Structure your content clearly with headings and short paragraphs.
Focus on earning backlinks from high authority, relevant sources.
Ensure your content is fast, mobile-friendly, and easy to navigate.
Don’t rely on AI to create content. Use it to support your process, not replace it.

Need help turning your content into a powerful ranking asset? Get in touch to see how we can support your strategy. Alternatively, you can email us at hello@motivepr.co.uk.