Have you ever spent hours writing a blog post, only to hear crickets? We get it — we’ve been there, too. The truth is, content that once performed like gangbusters a few years ago just doesn’t cut it in 2025. This year, Google’s algorithm is smarter — and your audience is, too.
Whether you’re a lawyer, nonprofit leader, solar company, contractor, recruiter, or small business owner, the same truth applies: Google now prioritizes content that thinks — not just content that ranks. Google now prioritizes content that shows your first-hand expertise, solves your client’s specific problems, and reads like a real conversation – not a checklist.
Here’s what’s changed, why it matters, and how to make sure your content meets the moment.
Google is Prioritizing Expert Thinking, Not Just Expert Content
What this means: Google now evaluates your content based on its depth, originality, and first-hand experience. You can’t just summarize someone else’s article or write in generalities anymore — Google wants to know what you think.
Your Move:
- Add a “Seen in the Field” section to your blog posts, where you share real examples or case studies.
- Use phrases like “In our experience,” “We’ve seen this work best when…” or “Here’s how one client approached this challenge.”
- Turn frequently asked client questions into content — but answer them the way you would in a real conversation, not like a textbook.
Example: Instead of “It’s important to have a professional website,” say, “One of our construction clients saw a 34% increase in new leads within 60 days of launching a photo-driven site built to showcase their work — not just list services.
Longer Content ≠ Better Content
What this means: Word count doesn’t matter unless the content is worth the scroll. Your clients and contacts want to scan, learn, and leave with a takeaway — fast.
Your Move:
- Use short paragraphs, headers, bullets, and call-outs.
- Include a Table of Contents summary at the top of longer content so your readers can scan the contents of your wise musings. Here’s a link to a PSM blog – take a look at the Explore this Post section.
- Use design to your advantage: bold key points, insert infographics, and break up blocks of text with pull quotes or subheadings.
Example: Instead of a dense 1,200-word blog on hiring trends, structure it like:
Hiring Trend #1: Flexibility is No Longer Optional
What We’re Seeing: Candidates want hybrid models, even in traditionally in-person industries.
What to Do: Review your job postings for language that signals flexibility — and test different formats.
Search is Getting Conversational
What this means: AI-powered search tools like Google SGE (Search Generative Experience) are prioritizing content that feels like a natural conversation.
Your Move:
- Use headers that are questions. Example: “What should you include in a nonprofit annual report?”
- Answer the question immediately, then elaborate. Don’t bury the answer 5 paragraphs in.
- Anticipate related questions in your blog and link to internal resources for deeper reading.
Example: In a blog for a green energy company:
Q: Is solar still worth it in 2025?
A: Yes — especially as energy costs rise and tax credits continue. The average residential customer still sees ROI within 7-9 years. Here’s what’s new this year…
Thin, Generic Pages Are Getting Demoted
What this means: If your service page could appear on any competitor’s site by changing a few names, Google won’t reward it.
Your Move:
- Infuse your unique voice, values, and process into every page.
- Include client success stories or testimonials directly on your service pages.
- Create a “Why Us?” section that’s not fluffy — talk about results, approach, and industry knowledge.
Example: Instead of “We offer comprehensive legal services,” say, “At our firm, every criminal defense case starts with a 2-hour strategy session. Why? Because your story deserves more than 15 minutes of review.”
The Rise of “Zero-Click” Searches Means You Still Have to Show Up
What this means: More search queries are answered right on Google’s results page (via snippets, FAQs, etc.) — but that’s not bad news. If Google features your answer, you still win visibility and credibility.
Your Move:
- Write a dedicated FAQ section on your site (and update it quarterly).
- Use structured content like lists, how-tos, tables, and bullets — Google loves formatting that’s easy to extract.
- Give readers a compelling reason to click through — like downloadable tools, deeper insights, or client examples.
Example: Write: “There are five common tax mistakes nonprofits make. #3 could cost you your 501(c)(3) status — here’s how to avoid it…”
Final Thoughts: Don’t Feed the Algorithm. Feed Your Audience.
Google wants what your clients want: helpful, honest, and human-centered content.
The most effective marketing in 2025 won’t chase keywords — it will create clarity, demonstrate leadership, and start conversations. And when you do that? Rankings tend to follow.
Ready to Build Smarter Content?
We can help transform your content from “meh” to magnetic. Whether you need blog strategy, page rewrites, or thought leadership coaching, let’s talk. Contact us at PSM Marketing
