It might feel like SEO changes every week, but the truth is, Google’s core principles have stayed remarkably consistent. Even with AI search, voice assistants, and Google’s new Search Generative Experience (SGE), the sites that rank well are still the ones that deliver real value.
Here’s a simple checklist of ten things Google still cares about in 2025—and how to make sure your website keeps performing.
1. Content That’s Actually Worth Reading
Google’s Helpful Content system continues to reward sites that answer questions clearly and genuinely help users. Forget keyword stuffing; write content that real people find useful.
Quick wins:
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Focus on one clear topic per page.
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Use headings, short paragraphs, and visuals to break up text.
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Update older pages regularly so they stay fresh and accurate.
If someone lands on your page and finds exactly what they’re looking for, you’re doing it right.
2. E-E-A-T: Experience, Expertise, Authority, Trust
E-E-A-T is how Google determines whether your site is trustworthy and credible. It’s about showing that real people with real experience are behind your content.
Show it off:
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Include author names and short bios with relevant experience.
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Add testimonials, reviews, or case studies.
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Make your About page detailed and authentic.
When users and search engines can see who’s behind your brand, it builds long-term trust.
3. Speed Still Matters (Core Web Vitals)
No one wants to wait for a slow website. Google still monitors things like loading speed and visual stability to gauge user experience.
Do this:
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Compress and resize images.
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Minimise unnecessary scripts and plugins.
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Use a content delivery network (CDN) if possible.
A faster website improves engagement, conversions, and rankings.
4. Mobile Comes First
Most searches now happen on phones, and Google primarily uses your mobile version for indexing. If your site isn’t mobile-friendly, you’re missing out.
Quick test:
Visit your site on your phone. If text is hard to read, buttons are too small, or layouts break, fix it. A smooth mobile experience is no longer optional.
5. Structured Data (Schema Markup)
Structured data helps search engines understand your pages more clearly and can unlock features like rich snippets and AI-generated overviews.
Add markup for:
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Your business information (Organization or LocalBusiness).
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Your services and reviews.
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FAQs or articles.
Validating your schema with Google’s Rich Results Test is a good habit to adopt.
6. Search Intent Over Keywords
Modern SEO is about understanding what searchers actually want, not just what they type. Search intent—whether informational, navigational, or transactional—drives rankings.
Tips:
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Match the content format to the user’s goal.
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Use related terms naturally rather than forcing exact keywords.
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Focus on clarity and usefulness in your copy.
When you align your content with intent, you satisfy both the algorithm and the reader.
7. Quality Links Still Carry Weight
Backlinks remain one of Google’s strongest ranking factors. However, it’s quality that matters, not quantity.
Best practices:
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Build links through partnerships, PR, and valuable content.
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Avoid link farms, spammy directories, or paid schemes.
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Monitor your backlink profile and disavow toxic links if needed.
Earned links from reputable, relevant sites will always help your SEO.
8. Topical Depth Builds Authority
Google prefers websites that go deep on a topic rather than shallow on many. This is known as topical authority.
How to build it:
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Create comprehensive service pages and related blog posts.
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Link related content together to form a clear structure.
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Keep your main “pillar” pages updated and detailed.
Over time, this approach signals that your website is a trusted source within its niche.
9. Engagement Signals Matter
If visitors quickly leave your site, that’s not a good sign. Engagement metrics like time on page and click-through rates give Google hints about quality.
To improve engagement:
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Use headlines that make people want to click.
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Keep your introductions strong and relevant.
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Add visuals, lists, and examples to hold attention.
If people stay longer and interact more, rankings tend to follow.
10. Security and Trust Signals
Finally, security and transparency are basic but essential. Google prefers safe, credible sites that protect users.
Check these basics:
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Use HTTPS across your entire site.
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Keep your CMS, plugins, and scripts updated.
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Display clear privacy and cookie policies.
Security is about more than compliance—it’s about credibility.
Recap
| Factor | Why It Matters | What To Do |
|---|---|---|
| Content | Helps users and builds authority | Update and structure pages clearly |
| E-E-A-T | Builds trust | Add authors, bios, and case studies |
| Speed | Improves user experience | Optimise load times |
| Mobile | Google indexes mobile first | Test across devices |
| Schema | Helps AI and rich results | Add structured data |
| Intent | Improves relevance | Match content to search goals |
| Backlinks | Show authority | Focus on high-quality links |
| Topical Depth | Builds expertise | Create content clusters |
| Engagement | Reflects value | Keep visitors interested |
| Security | Inspires confidence | Use HTTPS and stay updated |
Final Thought
SEO in 2025 isn’t about chasing algorithms. It’s about trust, clarity, and genuinely helping your audience.
If your website is fast, relevant, and built by people who know their craft, Google will notice.
Keep your content useful, your site technically sound, and your brand consistent across the web — that’s what lasts.
