Search has completely flipped in the last few years. For years, it was all about keywords and technical tweaks. Now, the game is about proving to Google that you’re a real expert with something valuable to say. They aren’t just looking at the code behind your site; they’re looking at the content itself.
At Energise Web, we’ve found the new focus on quality means you have to write for people first, not search engines. This guide will walk you through exactly how to do that, so Google rewards you for your efforts.
What Does Google’s “Quality” Mean for Your Content?
Google defines high-quality content as anything that is helpful, trustworthy, and provides real value to the user. It’s their way of ensuring the best possible information appears at the top of the search results, no matter what the query is. Using the right keywords isn’t enough anymore; your content must genuinely answer the user’s question with authority and care.
Our experience shows that Google’s quality guidelines are built on one key idea: E-E-A-T. This stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Think of it as Google’s way of determining if a person or brand is a reliable source of information. It’s how they spot content from a real expert versus someone just paraphrasing an article they found online.
First, Experience is about having genuine, first-hand knowledge of your topic. A hiking boot review that says ‘After 50km on the Milford Track, including two river crossings and muddy sections, the waterproofing held up but the sole showed wear on rocky terrain’ shows real experience versus generic manufacturer specs. Next is Expertise, which is about demonstrating your knowledge and skill in a given area. A tax guide that explains ‘I’ve helped 200+ clients navigate rental property deductions, and here’s the mistake 80% make’ demonstrates genuine expertise rather than just copying instructions.
Finally, Authoritativeness and Trustworthiness are intertwined. Authority is how well-regarded you are in your industry. When other respected websites link to you, it signals that you’re a trusted voice. Trustworthiness is a combination of everything: the credibility of your content, your transparent communication, and a secure website. Together, these signals build confidence not just with Google, but with your audience as well.
How Do We Make Our Content More Trustworthy?
Building trustworthiness means giving both Google and your audience clear signals that you’re a legitimate, authoritative source. From our experience, the simplest way to do this is to be transparent and helpful, just as you would in a face-to-face conversation. It’s about creating a foundation of credibility that search engines can easily recognise and reward.
Here are a few things we recommend:
- Create Author Bios: Every piece of content should have a clear author attached. This could be a person with credentials or a collective brand voice. It helps Google connect the content to a human or a recognised entity.
- Link to Reputable Sources: If you’re using data, facts, or statistics, link out to the original source. For example, if you’re discussing housing market trends, link directly to the RBNZ’s latest Monetary Policy Statement rather than a news article summarizing it. When you reference actual RBNZ data with a direct link to their official report, it shows you’ve done primary research rather than just repeating headlines.
- Improve On-Site Signals: Trustworthiness isn’t just about what you write; it’s also about your site itself. Make sure your website is secure (HTTPS), loads quickly, and is easy to use on mobile devices. These small technical details build a huge amount of trust with both users and Google.
- Use Strategic Internal Linking: Linking to other relevant articles on your own site helps Google understand your expertise on a wide range of related topics. It shows that your content isn’t just a one-off post but part of a bigger, more authoritative body of work.
Building trust is a long-term game. There’s no single trick, but by focusing on these clear signals, you’ll be on your way to earning both user and search engine confidence.
Beyond Keywords: Writing for a High-Quality User Experience
The best content in the world won’t matter if people can’t read it. Google’s algorithm understands this, which is why it prioritises websites that offer a great user experience. When a user can easily find the answer they’re looking for and stay on your page without getting frustrated, that’s a strong signal of quality.
Think about how you read articles online. You probably scan headings and bullet points before you commit to reading a full paragraph. We recommend writing your content the same way. Keep your paragraphs short, aiming for just two or three sentences each. Use headings to break up topics and use lists to make information scannable.
For example, instead of writing: ‘When choosing a mortgage you need to consider interest rates which can be fixed or floating, loan terms that typically range from 15-30 years, deposit requirements that vary by lender, insurance obligations, legal fees, and ongoing costs like rates and maintenance that will impact your monthly budget.’ Break it into shorter, digestible chunks that don’t overwhelm the reader. The more readable and accessible your content is, the more Google will recognise its value.
Frequently Asked Questions
Should I update old content for better rankings?
Yes, absolutely. For example, a 2022 article about ‘Best KiwiSaver funds’ becomes outdated quickly as fund performances change. By updating it with current returns, new fund options, and recent policy changes, you’re showing Google (and readers) that your information is fresh and reliable. It’s often easier than writing completely new content.
How much does technical SEO matter for content?
It matters a lot. Think of it this way: your high-quality content is a brilliant story, but technical SEO is the book’s binding. If the binding is broken, no one will read your story. Having a fast, secure, and mobile-friendly website is a non-negotiable foundation for your content’s success.
How long does it take for new content to rank?
This can vary greatly depending on your industry and competition. We’ve found it can take anywhere from a few weeks to several months for new content to start ranking well for competitive keywords. The key is patience and a consistent, long-term strategy.
Ready to Take Your Content to the Next Level?
You now know that convincing Google your content is high-quality isn’t a secret trick; it’s a long-term strategy built on genuine value. But putting all of these pieces together can feel overwhelming. Our experience shows that a focused, expert approach is the fastest way to get results.
We help businesses like yours build content strategies that get noticed by both Google and your ideal customers. If you’re ready to stop guessing and start seeing real results from your website, get in touch with our team today. We’ll show you exactly how to build a content plan that gets you the trust and authority you deserve.