Oh hey Reader.
Around the beginning of the month, Google updated a help document called "Creating helpful, reliable, people-first content." It's Google's own explanation of what it considers good content. (It's an easy read and it's a link I share with all my students, so I included it in the PS.)
I read the new version alongside a few good breakdowns from people who follow this closely. And a lot of it matters for you.
So you don't have to wade through all of it, I put together a cliffs notes version of what changed, what it means for you as a service provider, and perhaps most importantly, how to use it to look at your own pages with fresh eyes.
Admittedly, this is a long one today (skip to The Main Content Tune-Up if you're short on time).
Otherwise, grab a coffee (or a second one) and settle in.
1. Google now defines "main content." Put it first.
Main content is the part of a page that does the page's job. On a service page, that's what you offer and who it's for. On a blog post, it's the answer to the question in the title.
If a reader has to scroll past three paragraphs of warm-up to find it, move it up. Lead with the thing they came for.
Why start here? Here's how Google's updated page puts it:
"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."
In plain English: how well your page does its intended job is one of the biggest things Google judges it on. That seems fair, right?
So what makes main content good? Google spells that out too.
2. Quality has 4 named ingredients.
These are the four things Google's quality raters are trained to look for in your main content, which makes them a ready-made scorecard for your own pages.
- Effort: a real person put real work into it.
- Originality: it says something that isn't already on 50 other sites.
- Skill or experience: it was made by someone who knows the topic.
- Accuracy: the facts hold up.
3. Your lived experience counts.
Not every page needs credentials behind it and Google added additional nuance here. Technical topics, and topics that touch someone's health or money, call for real credential-backed expertise. But, plenty of everyday topics are served well by someone who has actually done the thing.
Google's example: "For example, a person sharing their experience about finding a new way to clear their driveway of snow generally doesn't necessarily require specialized expertise."
That's good news for you. Your client work is the experience. Write from it.
4. AI-assisted content is judged on the same 4 ingredients, and you're the fact-checker.
Google doesn't penalize a page for being drafted with AI. It grades it like everything else.
Google's separate guide on AI content was also updated this month. It now tells site owners to manually fact-check everything AI writes before it goes live. That includes the behind-the-scenes text too: page titles, meta descriptions, and image alt text.
If AI wrote it, you check it.
5. Fake authors are now an official red flag.
Google now lists made-up author bios, invented credentials, and AI-generated headshots as signs of low quality. Your real name, real photo, and real background count in your favor.
I don't expect that anyone reading my newsletter is inventing bios or credentials, but I know some of you have played with AI-generated headshots. If that's you, this may have implications you need to consider.
6. Tabs and dropdowns are fine.
Google's new definition of main content includes information tucked behind tabs or expandable sections. If your FAQs or service details live in accordions, Google counts them as part of the page.
This answers a question I get asked a lot, and I'm really happy to see it addressed in official documentation!
THE MAIN CONTENT TUNE-UP (OR, HOW TO CHECK YOUR OWN CONTENT)
Pick one page. Use your most important service page or your most-read blog post. Then run it through these 4 tests:
- The "what did I add" test. Name one thing on the page that came from your own work: a pattern you see with clients, your process, an opinion, a number. If you can't find one, the page is what Google calls commodity content, and that's the thing to update.
- The scroll test. Open the page on your phone. Can you see the main answer or offer without scrolling?
- The byline test. Is it clear that a real person wrote this, and why they're qualified to?
- The fact check. Read every claim, including your title and meta description. Would you stand behind it if a client asked where it came from?
And keep in mind, a page that fails the first test isn't a write off. Rework it with your own experience, fold it into a stronger page, or take it down.
Okay, you made it (high five!). Which page are you going to give the Main Content Tune-Up first? Hit reply and tell me how it goes.
Then hit reply and tell me what you found!
See you in the search results,
Laura
P.S. Here are the sources for this email, starting with Google's own documents:
