What Google Really Wants From Your Website

Written By – Jaya Pathak 

Search engine optimization is not just limited to keywords and backlinks but it is more about delivering meaningful and user first content which aligns with constantly evolving algorithm updates of Google. The digital ecosystem is becoming highly driven by artificial intelligence. Therefore, brands must focus on enhancing authenticity, technical performance as well as user experience. But the question here arises that what exactly does Google want in 2025?

Understanding the craving of Google in 2025

Google has undergone a core update in March 2024. It has integrated more AI powered tool with the rise of generative AI. Google wants experience, expertise, authoritativeness and trustworthiness. It wants a helpful content which is based on experience not filled of artificial intelligence. Therefore, you can showcase your first-hand experience in your content while writing reviews, testimonials or case studies. Do not overly optimize on AI generated content.

Google is looking for those content which accurately satisfies the search intent of user. It should be informational and navigational. You can use tools in order to shape your content around the search intent. Do not look for volume but look for keywords by topic and then structure your article with clear answers and value proportions.

Google wants a fully responsive and fast loading mobile websites which has equal content availability across all devices. You can use responsive frameworks and test with Google Mobile friendly test. You can optimize media and remove unnecessary scripts for faster load times.

Google needs structured data mark up for context. It is looking for direct answers and a natural and conversational language in content. You can use frequently asked questions and question and answer sections in your content. You can also use schema mark up such as FAQ Page and many more. You must keep your sentence structure quite simple and direct which shows our conversational language.

Google give preference to deep topical authority over the scattered content. Contents with strong topic clusters have seen 78% more traffic growth in comparison to scattered content. Focus on the depth of content rather than the breadth. Interlink the pages that reinforce each other and give a comprehensive coverage of a niche.  You can create content by in-depth analysis and link it out to cluster content such as blogs and case studies.

For a smooth user experience, Google is seeking for a fast and stable website which prioritize performance as well as usability. You can compress images using various tools and avoid unnecessary animation.

With the advent of tools like Google lens, people are searching by clicking pictures. Experts are predicting that visual searches will triple by the end of 2025. Google is looking for a context based and relevant optimized image. It is looking for original visuals not AI generated.

Google is looking for quality over quantity. Therefore, you must show relevance of context between linking and linked content. You can focus on digital PR and use platforms to create data-driven content to earn natural citations.

Google will never compromise with a privacy focused and secure search engine optimization. It wants a  transparent privacy policy and data practices. You can optimize it by installing and maintaining SSL certificate. You can make your cookie usage and data collection quite transparent and compliant with global laws.

You must have seen that Google is delivering direct AI generated content before organic result. This is called zero click search trend which implies that your content must feed artificial intelligence. It is looking for structured content which is rich in fact. You can use structured data and clearly formatted information. You can make your content skimmable by using headers, list and quotes.

Conclusion

Search engine optimization is about building trust and working with AI powered tools. If you want to stay ahead of time, then you must anticipate next move of Google by staying helpful and ethical.

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