What kind of content ranks in 2025?

“Helpful” content, according to Google.

Just don’t ask ‘em what “helpful” content looks like 🙃

For years, Forbes’s content was “helpful”. 

Then Google wiped it from the SERPs. 

Then Forbes changed nothing but the author of its articles and now they’re suddenly “helpful” again.

🫠 🫠 🫠

Luckily, Ashley Segura is here to help us make sense of it all.

She’s spent three years since Google’s Helpful Content Update dropped pinning down exactly what “helpful” content looks like (for those of us without “Forbes” in our domain, anyway 🙃)

And she reveals all in How to optimize content after Google’s Helpful Content Update for the Wix SEO Hub.

Let’s dive into what’s OUT and what’s IN if you want to rank in Google in 2025…

Time to raise your rates?

Kat Boogaard has got you 🍻

Kat is a freelance writer with more than a decade of experience under her belt. She’s worked with clients like Atlassian, Glassdoor, and Loom. And her byline has appeared in The New York Times, Fast Company, Business Insider, and more 👀

In this month’s MOFU Expert Q&A, Kat will be teaching you everything you need to know about raising your rates.

Tyler will be asking Kat:

• ​How to know it’s the right time to raise your rates

• ​How to decide how much you should be charging

• ​How to raise your rates (without losing all your clients)

• ​What you can be doing now to ensure you’re going to be able to raise your rates down the line

• ​When it makes sense to give a client a discounted rate

And much more!

👉 Join MOFU today to join the live Q&A at 1pm ET, Wed March 19

p.s. can't join us live? Join MOFU to get access to the recording of this Q&A

❌ OUT – Keyword research. Picking topics to cover based on keyword volume is sooooo 2013.

👍 IN – Audience research. Speak to your clients’ sales/customer success teams. Hang out in the communities and forums where your clients’ ICP hangs out. Use this to find out what your topics your target audience actually wants to hear about. 

❌ OUT – ✨ SEO content ✨ RIP 3,000-word blog posts with obligatory ‘What is [target keyword]’ sections 🪦

👍 IN – Useful content. Make sure you’re making it easy for the user to get exactly what they want from your content. Think 30-second explainer videos, comparison tables, and infographics – not “ULTIMATE GUIDES”

❌ OUT – Cookie cutter content. Could you copy-and-paste your article onto a competitor’s site without changing anything apart from the CTAs?

👍 IN – Original insights. Originality beats repetition if you want to make a dent in a saturated topic. Take a look at how everyone else is covering a topic, then zig where they’ve zagged. Bonus points if you can bring first-hand expertise to the table (either yours or an SME’s). 

❌ OUT – More content. More content = more traffic = more sales, right? RIGHT!?

👍 IN – Better content. Turn that commodity content you churned out five years ago into a brand-building machine by un-optimising it and updating it with original insights. Look for articles currently buried on pages 2-5 of the search results for queries you want to rank for 👀

❌ OUT – ‘Written by our team’. Google doesn’t want to rank content that could’ve been written by anyone these days.

👍 IN – Pimped out author bios. E-E-A-T rankings for breakfast by packing your author bios with relevant experience and qualifications, links to industry contributions and published work, and anything else that showcases the author’s expertise. Then make sure those bios are accessible site-wide, connected to each blog post you publish, and featured on the About or Team page. 

Ashley goes into wwwwaaaayyyy more depth on all of this in her awesome article on the Wix SEO Hub.

Check it out to learn how to create the kind of content that ranks on Google – and drives results – in 2025.

👉 How to optimize content after Google’s Helpful Content Update by Ashley Segura [14 minute read]

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