Learn · Strategy · Beginner
Use the questions Google publishes about people-first content to test each planned page before you commission it, and write down the reason it exists.
By Dean Cruddace · 60 minutes to do · Updated · Last reviewed
A content plan is a list of pages you intend to publish. Google publishes a set of questions for judging whether content is helpful and reliable, and calls the goal people-first content: content created primarily for people, not to manipulate search rankings.
The questions are written for content that already exists, but they work as a checklist for a plan, before money and time are spent. This guide shows how to apply them page by page and keep a written record of your answers.
Google says its automated ranking systems are designed to prioritise helpful, reliable information created to benefit people, not content created to manipulate rankings. Its page lists warning signs of content made mainly for search engines, such as producing lots of content on many topics in the hope some of it performs. See Creating helpful, reliable, people-first content.
Put each planned page on its own row. Next to it, name the audience. Google asks: do you have an existing or intended audience that would find the content useful if they came directly to you?
You will know it worked when Every row has a named audience. Rows where you cannot name one are marked.
For each row, answer Google's questions: does the content clearly show first-hand expertise and depth of knowledge, does your site have a primary purpose or focus, and will a reader leave feeling they have learned enough to achieve their goal? Google says answering yes probably means you are on the right track. See the full list.
You will know it worked when Each row has a yes or no against each question, with a short note for every no.
Google lists questions where a yes is a warning sign: Is the content primarily made to attract visits from search engines? Are you writing about something only because it seems to be trending? Are you mainly summarising what others say? Are you writing to a word count? On the last one, Google says it has no preferred word count.
You will know it worked when Rows or patterns that trigger a warning sign are flagged for rethinking.
Who: Google asks whether it is clear who created the content, whether pages carry a byline where one might be expected, and whether the byline leads to information about the author. It says to avoid deceptive authorship, such as made-up names or false credentials. How: if automation or AI will be used, Google asks whether that is evident to visitors and whether you explain how and why it was used.
You will know it worked when Each row names the real author or reviewer and says whether and how automation will be used and disclosed.
Google calls Why perhaps the most important question: why is the content being created? The aligned answer is to help people, with content useful to visitors who come to your site directly. If the answer is mainly to attract search visits, Google says that is not what its systems seek to reward. Write the answer in one sentence per row.
You will know it worked when Every row has a one-sentence reason that does not depend on search visits.
Search for the topic yourself and read what already ranks. Google asks whether your page will provide original information, reporting, research or analysis, avoid simply copying or rewriting other sources, and offer substantial value compared with other pages in search results.
You will know it worked when Each row states, in a sentence, what is new or better about the planned page.
Google says generative AI can be useful for researching a topic and adding structure to original content, but generating many pages without adding value may violate its spam policy on scaled content abuse. It also says to fact-check and review AI-generated content before publishing, including titles, descriptions and image alt text. See its generative AI guidance.
You will know it worked when Any row using automation has a named human who fact-checks it before publication.
Google suggests asking people you trust who are unaffiliated with your site for an honest assessment. Show them the plan and the Why sentences. Then keep, rework or drop each row.
You will know it worked when Every row is marked keep, rework or drop, with your reason recorded.
Go deeper
Share the plan and what it is meant to achieve. You will get a reply from Dean, not a sales sequence.
