🧠 “Just Write?” Why Google Says SEO Content Is Harder Than You Think

What does Google really want from your content in 2025?

In the latest Search Off The Record episode, John Mueller and Martin Splitt got real about SEO, content quality, and the surprising truth about what matters most.

Let’s break it down—and I’ll share my thoughts as well.

📝 What Google Really Thinks About SEO Content (And Why You Should Care)

If you think writing content is the easy part of SEO… John Mueller and Martin Splitt would like a word.

In the latest Search Off the Record episode, the two Googlers dove into what it actually takes to create content that performs. Spoiler alert: it’s not just about stuffing in keywords.

Let’s break down the highlights—and I’ll give you my take on what matters most for SEO in 2025.

🎯 SEO Isn’t Just “Writing Stuff” Anymore

Martin Splitt said it best:

“I thought I was a good writer… then someone asked three simple questions that made me realize my content made no sense.”

Translation: Just because something is well-written doesn’t mean it’s useful.

Google wants content that answers real user needs, not content written for the algorithm.

This is why your SEO strategy needs to start with audience research. If you’re not solving actual problems, no amount of optimization will save you.

🗣️ Ask Your Audience. Seriously.

John Mueller’s advice was simple and smart:

“Ask your customers: How did you find me? What were you looking for?”

Too many brands assume what people search for. Google’s team is saying: stop guessing—talk to your users.

If you’re not sure what to write next, interview your customers, comb through reviews, and look at chat logs. There’s gold in those insights.

📈 Set Realistic Ranking Expectations

John also made a bold point:

“You’re probably not going to rank #1 for ‘bookstore’... but ‘bookstore in Zurich’? That’s doable.”

This hits home for anyone chasing vanity keywords.

You don’t need to rank for the biggest term. You need to rank where it matters—for people ready to buy, visit, or contact you.

😌 “Good Enough” Is Okay (Sometimes)

Here’s the surprising part:

“If your site is already doing well, and you’re happy with the results—you’re good.”

That’s a rare green light from Google to stop optimizing everything.

But—and this is important—that only applies if you’re already seeing strong results. If your traffic is flat, conversions are down, or your site isn’t showing up in AI answers, then yes, you need to keep improving.

👋 My Take as an SEO Pro

I agree with John and Martin on this:

• SEO content should solve problems.
  

• Keyword targeting should be intent-first, not volume-first.
  

• Copywriting is a skill worth investing in (or outsourcing).
  

• And yes, feedback from your users is more valuable than any AI prompt.
  

But here’s where I’ll push further…

In today’s AI-powered search world, you also need to structure your content for machines and models, not just humans. Clear headings. Strong intros. Concise answers. Schema where it matters.

Otherwise, you might help your audience—but still miss out on Google rankings or AI citations.

📢 Listen to the full episode of Search Off the Record here.

Want SEO Content That Actually Works?

Whether you need help with keyword strategy, content planning, or just figuring out why your pages aren’t showing up…

 Let’s create content that drives traffic and conversions.

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Shane Barker