How Google Prioritizes High-Quality Content

The internet can often feel like a noisy, overcrowded place. However, Google has been working hard to make sure users get the best possible experience from their search engine by developing algorithms that prioritize high-quality content.

This means that whether the content is generated by machines or humans, Google will give preference to those sources of valuable, helpful information.

Let’s take a look at how and why Google prioritizes high-quality content.

Google’s E-E-A-T Guidelines

Google advises publishers to produce helpful, people-first content that demonstrates expertise, experience, authoritativeness, and trustworthiness (E-E-A-T).
This is also known as “content quality” because it takes into consideration all aspects of the user experience as they search for what they need on the internet.

For example, if you are looking for information about a particular topic, you would want to find reliable sources with accurate information written in an engaging style.
All these elements come together to create high-quality content.

In order to create quality content, Google urges you to ask yourself the following questions:

Does the content provide original information, reporting, research, or analysis?

Does the content provide a substantial, complete, or comprehensive description of the topic?

Does the content provide insightful analysis or interesting information that is beyond the obvious?

If the content draws on other sources, does it avoid simply copying or rewriting those sources, and instead provide substantial additional value and originality?

Does the main heading or page title provide a descriptive, helpful summary of the content?

Does the main heading or page title avoid exaggerating or being shocking in nature?

Is this the sort of page you’d want to bookmark, share with a friend, or recommend?

Would you expect to see this content in or referenced by a printed magazine, encyclopedia, or book?

Does the content provide substantial value when compared to other pages in search results?

These are just some of the questions Google urges content creators to ask themselves.

Read the complete list here

Google’s E-E-A-T Guidelines Emphasize 4 Key Ethical Principles


Respect for user autonomy is based on the idea that users should have control over how their data is used by AI systems. This includes giving users the ability to opt out of data collection, as well as take control over what kinds of personal data can be collected.

Additionally, users must be able to understand how their information is being used and why it is being used so that they can make informed decisions about whether or not to provide it.


Transparency refers to making sure that users have access to all relevant information regarding AI-generated content before they interact with it.

This includes providing detailed information about the algorithms used by the system, as well as providing a clear explanation of any biases or assumptions built into the system that could lead to discriminatory outcomes.


The principle of fairness requires that AI systems take into account factors such as race, gender, age, or disability when deciding who should be provided with certain services or opportunities.

It also requires that AI systems avoid making assumptions about individuals based on certain characteristics; instead, they should only consider factors related directly to the service being offered or the task to be completed. Similarly, algorithms should be designed in a way that makes them more inclusive of diverse groups and communities.


Finally, accountability mandates that companies understand and accept responsibility for their use of AI-generated content.

This means understanding how their algorithms work and how they might impact different users differently; verifying their results, responding appropriately if an issue arises, and updating processes if new issues arise.

This is to ensure fair treatment across all users regardless of protected characteristics such as race, gender identity, or religion.

Using Automation or AI Strictly for Manipulation is Prohibited

Google maintains strict spam policies regarding the use of automation and artificial intelligence (AI) tools strictly for manipulation purposes in order to achieve higher rankings in search results.

As part of its effort to protect its users from low-quality or inappropriate content on the web, Google penalizes websites that use automation or AI solely for manipulating rankings without providing any useful or relevant information.

Therefore, when creating websites and online content it is important to keep in mind not only user experience but also webmaster guidelines set forth by Google.

In order to further promote the ethical use of AI for content creation, Google has established its own set of best practices called “Google’s Content Quality Guidelines” which contain specific recommendations on how to create quality content through automated processes or machine learning algorithms.

These guidelines call for a balanced approach between using automated processes or machine learning algorithms for the creation of high-quality content—while also taking certain measures such as human oversight and manual curation—to ensure the accuracy of results produced by such algorithms.

This can help reduce instances where incorrect or misleading content could be created through overreliance on automated systems alone without proper oversight from a human perspective.

Final Thoughts

Google’s mission is to make sure users have access to high-quality content no matter where they are searching on the internet. That’s why they prioritize websites with helpful people-first content that demonstrates expertise, experience, authoritativeness, and trustworthiness (E-E-A-T).

Additionally, any attempts at manipulating search results using automation or AI strictly for ranking purposes will be considered a violation of Google’s spam policies and penalized accordingly.

By keeping these guidelines in mind when creating your website and online content you can ensure you are providing your audience with the best possible user experience while avoiding any issues with Google search engine optimization policies.

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Jessica Williams

|4 minutes read

Jessica is a Content Specialist with a passion for creating engaging and informative content for a variety of audiences. With years of experience in the field, she has perfected her skills in editing, writing, and content strategy. When she's not crafting content, Jessica can often be found indulging in her love of tacos. Whether it's a classic carne asada or a creative vegetarian option, she enjoys trying new flavors and exploring different taco spots in Toronto.