10/08/2026
Google can be somewhat secretive about its algorithm, but occasionally they give us insights into what helps or hurts a site's ranking. And we got another one of those insights earlier this month...
Google keeps public documentation about "creating helpful, reliable, people-first content" which is "designed to help creators evaluate if they're producing such content." And, according to Search Engine Land, that doc just got an update.
The update is about having high-quality, helpful content on your pages.
What does that mean?
Here's what Google added to their documentation:
“Beyond E-E-A-T, the Search Quality Evaluator Guidelines emphasize that one of the most critical factors for assessing page quality is the quality of the main content, specifically how effectively it allows the page to achieve its purpose and provide a satisfying user experience."
"Google Search defines 'main content' as any part of the webpage that directly helps the page achieve its purpose. Depending on the primary intent of the page, the main content directly fulfills the page’s purpose ...”
Here are some of the items they specifically list as helpful main content:
- Primary text and media: The main text, articles, images, audio, or video files on the page.
- User-generated contributions: Customer reviews, comments, or user-uploaded media when they directly fulfill the page’s purpose (for example, when the page is about discussing a particular user question).
- Tabbed or expanded sections: Information housed behind interactive tabs (such as product specifications, safety notes, or user reviews).
- Page titles and headings: The visible title and headings throughout a page that summarize its topic and helps users make informed decisions about visiting.
A lot of Google's evaluation criteria seem (in my opinion) to be a direct response to AI-generated content. It's not saying that AI content is bad, it's just reemphasizing the need to show off your expertise and provide information on your website that someone will find helpful and unique to you.
Here are a few evaluation criteria they specifically call out (emphasis mine):
- Effort: The extent to which human work went into creating the content. For example, writing original analysis. Conversely, using generative AI to produce large amounts of text without manual oversight or curation represents little to no effort.
- Originality: The extent to which the content offers unique, original information or perspectives that aren’t already available on other websites.
- Talent or skill: Whether the content shows the talent, skill, or expertise necessary to provide a satisfying experience for visitors (such as clear writing or well-produced video).
- Accuracy: For informational pages, the content should be factually accurate.
What does this mean for you and your website?
Once again, showing off your E-E-A-T (Experience, Expertise, Authority, and Trustworthiness) is incredibly important. YOUR E-E-A-T being the key there.
If you use AI to help generate website copy or webpages, use it as a starting point ... not a finished product. YOU are the expert ... in what you do, the area you serve, and the problems you help your clients address. Inject that expertise into your web copy. (Though Carrot sites give you a head start with clear, compelling page titles and headings.)
And don't forget to add new customer reviews to your site regularly! Google will particularly like it if you match reviews to the topic of the page.
Overall, Google is doubling down on sites that help people, answer their questions, add unique value, and are easy for the average visitor to understand.
So take the time to make sure your web pages answer a clear question in a way that makes sense to the average visitor.
The more helpful and trustworthy your site is, the better it will do in Google's search rankings ... and in convincing leads you're the right person to work with!
