In order to get a better understanding of what Google really wants from your content in 2025, let's discuss how to assess your content. Evaluating your content is crucial as it can help you gauge whether what you’re producing is helpful and reliable. Apart from going through an in-depth self-assessment, consider having someone else who is not affiliated with your site give you an unbiased assessment.
Moreover, consider auditing all the drops or increases in your key metrics and analyse what was most impacted, and for what types of searches. Every time you are about to post some content or form a strategy around your online presence, consider reflecting on our set questions that follow our SOPs to effectively streamline our process.
At StudioHawk, when evaluating whether our content is performing as expected, we start by asking a series of key questions. These questions help us ensure that the content we produce delivers genuine value to our audience.
First, we assess what the content actually provides. Is it offering original information, reporting, research, or analysis? To what extent does it deliver a substantial, complete, and comprehensive description of the topic? We also consider whether it provides insightful analysis or information that goes beyond the obvious, helping the audience gain a deeper understanding.
If the content draws from external sources, we examine whether it adds substantial value rather than simply copying or rewriting what already exists. Originality and added depth are equally essential. We also scrutinise the main heading or page title. Does it give a clear, helpful summary of the content, or is it exaggerated or clickbait in nature?
Ultimately, we ask ourselves: Is this the kind of page you'd want to bookmark, share with a friend, or recommend to others? If the answer is yes, we know we’re on the right track.
All of these questions can be incorporated into your content processes as part of a Standard Operating Procedure (SOP). Doing so ensures your team is aligned with a clear strategy and maintains high standards across the board. By defining and regularly refining your own SOPs for content creation, you'll not only streamline your workflow but also ensure consistency, originality, and long-term SEO success.
As part of our content evaluation process, we also focus on assessing the level of expertise and trustworthiness behind the content. This helps ensure that what we publish not only ranks well but also earns the confidence of our audience. Does it present information in a way that builds credibility, such as citing clear sources, showcasing expertise, or linking to an author page or the site’s About page for added context? If someone was to research the site itself, would they leave with the impression that it is a reputable, widely recognised authority on the topic? We also consider whether the content is written or reviewed by someone with genuine expertise or a strong passion for the subject. Finally, we check for any easily verified factual errors, as accuracy is a cornerstone of building long-term trust with both users and search engines.
Every page on an e‑commerce site should help guide your customers from landing to checkout. Whether it is building trust, improving visibility in search, or simply helping users find what they want quickly, each type of content has a role to fulfil.
Homepage: The front door of your store. It should clearly explain what your brand offers, highlight key products or categories, and guide users deeper into the site. Good design and trust signals like reviews or guarantees matter here.
Brand content (About Us): This is where your brand story lives. Done well, it builds credibility, humanises the business, and provides customers with a rationality to choose you over the competition.
showcase your business's credibility and expertise.
When these content categories are coordinated, they create a site that does more than just sell. They create a user experience that informs, reassures and converts.
Google E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. A framework that Google uses to evaluate the quality and credibility of the content.
Think about the words that a user might search for to find a piece of your content. Users who are knowledgeable about the topic might use different keywords in their search queries than someone who is new to the topic. For example, some users might search for "charcuterie", while others might search for "cheese board". Anticipating these differences in search behaviour and writing with your readers in mind could produce positive effects on how your site performs in search results.
However, don't worry if you don't anticipate every variation of how someone might seek your content. Google's language matching systems are sophisticated and can understand how your page relates to many queries, even if you don't explicitly use the exact terms in them.
Another significant parameter is the umbrella term “Local Search”. A Local Search approach will require the creator of the website or the content to take certain criteria into account, such as regional language nuances and case studies.
Local search, regional language nuances, case studies, backlinks from local sources to improve authority and relevance, and local citations such as Yelp, Yellow Pages, Google Maps and so on will ensure accuracy and consistency in all entries. Furthermore, regarding Local Relevance and On-Page SEO, you should always use location-specific keywords in title tags, optimised meta descriptions and headers, include your business address and contact info on the site (preferably in the footer and a dedicated contact page) and embed a Google Map on your contact page.
If you want to future-proof your content strategy, start by creating content that people genuinely want to read. It may sound straightforward, but it's still one of the most common mistakes brands make. As Google continues to prioritise helpful, experience-led content, the focus should be on meeting real user intent, not just targeting keywords.
The most effective content strategies treat content as a living asset. This means auditing your existing pages, updating anything that’s underperforming, and staying on top of how search behaviour is evolving, especially as it becomes more conversational and context-driven.
If you're unsure where to begin or want expert support to build a content strategy that actually delivers results, speak to the team at StudioHawk. We'll help you create and maintain content that remains relevant, useful, and optimised for long-term growth.