Google’s Helpful Content update: what actually is helpful now?

Lia Bartley

Let’s be honest. Google’s definition of “helpful” content has always been a bit like asking someone what they want for tea: vague, ever-changing and likely to end in disappointment if you guess wrong.

But in 2025, the gloves are off. Google’s getting bolder about what it will and won’t tolerate. The goal? To clear the search results of AI (artificial intelligence) nonsense, content written for bots and 15-paragraph recipes when all you wanted was how long to boil an egg.

So, what is helpful content now?

First, it’s written for humans. Properly. Not the kind of “helpful” that’s had a few keywords stuffed in and a vague answer buried halfway down the page. Google is far better at recognising when something’s been knocked up by a bot, wrapped in fluff and launched online without anyone checking if it actually makes sense. If your page reads like a toaster manual, expect it to vanish.

Second, helpful content actually answers the question. Quickly. If you take six paragraphs to get to the point, users will bounce, and Google will send their traffic elsewhere. In 2025, clarity wins. So does structure, relevance and saying something genuinely useful.

Experience matters now more than ever. Google wants content from people who’ve actually done the thing they’re writing about. Whether that’s using a tool, visiting a place or testing a service, real insight wins over regurgitated nonsense. If your content could’ve been written by someone who’s never left their desk, it won’t stick around for long.

On the flip side, anything purely created for SEO (search engine optimisation) – AI blogs with no human input, articles crammed with keywords or content that promises a lot but delivers nothing – is being filtered out faster than ever.

If you want to increase your visibility on Google, stop chasing the algorithm and start helping your audience. Or better yet, get in touch with the team at Engage Web and let us do it for you.

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Lia Bartley

Content Editor at Engage Web

With years of experience in the financial sector, Lia has swapped the world of mis-sold PPI in exchange for life as an eagle-eyed editor at Engage Web, ensuring our wonderful clients have equally wonderful content on their websites.