How I write content that ranks (even with all those pesky algorithm updates)

Let me paint a picture for you: It’s 2025, Google’s algorithms are multiplying faster than my unread emails, and everyone and their robot dog is cranking out AI-generated blog posts like there’s no tomorrow. Meanwhile, you’re sitting there with a cup of cold coffee, wondering, “How in the actual algorithm do I get my content to rank on Google now?”

I get it. SEO used to be a game of keyword stuffing and backlink begging. Now, it's a sophisticated dance with something called E-E-A-T (Experience, Expertise, Authoritativeness, Trust), search intent, and about 347 other things no one really understands but everyone pretends they do.

So here’s the real-deal answer to how I (a humble, human content writer) still write content that climbs Google’s ranks — without breaking the internet or selling my soul to the bots.

Step 1: I don’t write for robots (even if they’re watching)

This might sound rebellious, but I write for humans first. Not the Google overlords. Not ChatGPT’s cousin. Actual, breathing people.

Because here's the thing: Google's smarter than ever (terrifying, I know). It's not just scanning for keywords anymore. It's sniffing out intent, context, and whether your content is actually helpful. If it smells like AI mush or a glorified listicle with no soul, it’s gonna ghost you faster than a flaky Tinder date.

I focus on making the content:

  • Relatable

  • Useful

  • Conversational

  • Easy to read

Step 2: I still use keywords… but I’m chill about it

Yes, keywords matter. But they’re not the be-all-end-all they once were.

I do some light keyword research — kind of like online stalking, but totally legal and for business purposes. I figure out what the target audience is actually searching for (like “best email marketing tools 2025” or “why is my content not ranking please help me Google”).

Then, I use those keywords naturally — no stuffing, no awkward sentences like, “This is the best dentist in NYC that I’ve ever been to for a low-cost root canal in New York City.” Instead, I sneak them in like a ninja:

  • In the headline (if it makes sense)

  • In the subheads

  • In the intro and conclusion

  • A couple times throughout the piece

  • And of course, in the meta description (because we do love a good first impression)

Step 3: I lean into E-E-A-T

Experience. Expertise. Authoritativeness. Trust. Google wants to know: Why should anyone listen to you? So I make sure every piece I write includes:

  • Personal experience or anecdotes (aka: proof I’ve walked the walk)

  • Expert quotes or stats to back up claims

  • Links to reputable sources

  • Clear, accurate information that answers the searcher’s question

If I’m writing for a brand, I make sure the content reflects their authority too — linking to their own case studies, customer stories, or founder insights. This is the stuff that builds trust.

Step 4: I structure the heck out of it

Google loves structure. And honestly? So do readers. So I organize my content like a pro:

  • Clear H1, H2, and sometimes H3 headings

  • Bullet points and numbered lists

  • Short paragraphs (2–4 lines tops)

  • Plenty of white space

  • Internal links to relevant pages

  • A juicy, irresistible intro and a snappy call-to-action at the end

Think of it like writing a blog post that’s also a choose-your-own-adventure guide. Easy to skim, it’s but rewarding to read deeply.

Step 5: I actually care about the reader (weird, right?)

Most importantly, I put myself in the reader’s shoes. What are they really looking for? What do they wish someone would just explain clearly? I try to answer that with:

  • Real advice

  • A little humor

  • Zero jargon (unless absolutely necessary, and then I explain it like I’m talking to my mother-in-law who still doesn’t know how to turn on a computer).

Because if someone finishes reading and thinks, “Dang, that was helpful — and not boring!” that’s content that sticks. That’s content Google rewards.

TL;DR (but please don’t skip everything I just said)

Writing content that ranks in 2025 isn’t about tricking the algorithm. It’s about earning trust, answering questions, and being a genuinely helpful, human voice in a sea of AI noise. So the next time someone asks, “How do you make sure your content ranks these days?” I smile and say, “Easy. I write like a human who actually cares.”

Try it. You might just find yourself on page one — and, bonus, your readers might actually enjoy what you wrote. Want help with content that ranks and connects? Slide into my inbox. No keyword stuffing required.

Freelance Writing, SEOEmily Thompson