Hey, let me ask you something…
When was the last time a piece of content made you stop scrolling?
Like really felt original, made you think—or made you feel something?
If you’re squinting at the ceiling right now, trying to remember… I’m with you.
We’re living in a world flooded with content. AI tools are writing faster than ever. Posts are optimised to the teeth. Keywords are strategically sprinkled like seasoning.
But here’s the twist: Google just reminded us all of something crucial—
Original content still wins.
Yep, Google said it loud and clear. Gary Illyes from Google recently restated something that, deep down, we all knew: Google still prioritizes unique, authentic content.
Not reworded.
Not “lightly edited.”
Not the same regurgitated listicle that 20 blogs have published in 20 different fonts.
But original. Thoughtful. Created by humans who have something new to say.
As someone who lives and breathes content (and occasionally cries over Google algorithm updates), it brought things into focus.
Because in 2025, it’s easy to assume AI will just take over everything—including content.
But no. That’s not the direction we’re heading in.
Not if we want to stay visible.
So… What Does This Mean for You, Me, and Everyone Building Content Today?
Let’s unpack it.
What Even Counts as “Original” Content in 2025?
We’re not just talking about avoiding copy-paste plagiarism. Google’s lens is much sharper.
Here’s what original content looks like now:
- It offers a fresh angle. Even if it’s a common topic, your perspective makes it original.
- It’s driven by real experiences. First-hand stories, examples, and insights? That’s gold.
- It’s not just facts—it’s context. Add meaning. Explain the “why,” not just the “what.”
- It sounds like you. Your voice, your energy, your little quirks—that’s what keeps readers reading.
I know. It’s tempting to let AI do the heavy lifting. And honestly, AI can help.
But if you want content that gets ranked, gets read, and gets remembered, you need to show up.
Because here’s the deal
Google’s algorithms are learning how to spot true originality.
And they’re getting good at it.
Why This Matters Right Now
You might be thinking, “Okay, cool, but hasn’t this always been the case?”
Yes… and no.
It’s always mattered—but the sheer volume of AI-generated content now means it’s easier than ever to blend into the noise.
Everyone’s optimizing.
Everyone’s publishing fast.
Everyone’s gaming the system.
But people? They’re craving something different.
They want:
- Real opinions
- Clear voices
- Depth over fluff
Google’s recommitment to original content is a green flag for creators and businesses who care about quality.
If you’ve ever felt like your content wasn’t being seen—or like the internet was becoming a factory of sameness—this is your sign to lean into what only you can bring to the table.
Okay, So How Do I Create Content Google Loves?
Here are 6 ways to stay on Google’s good side and create content that stands out in 2025:
1. Start With What You Know (Not What You Found)
If you’ve lived it, learned it, or led it—write about that.
💡 Example: Don’t just write “How to increase engagement.”
Write: “The exact 3 tweaks I made to double my LinkedIn engagement in 30 days.”
2. Add Your Voice—Unapologetically
No more beige blog posts. Sound human. Be relatable. Crack a joke. Share a fear.
Your voice is the ultimate differentiator.
3. Give More Than Surface-Level
Anyone can list 10 tips.
But when you go deeper—show why something works, share outcomes, give data, or even a cautionary tale—that’s when you shine.
4. Use AI as Your Sidekick, Not Your Ghostwriter
I’m not anti-AI (obviously). I use it to brainstorm, summarise, and organise.
But the moment I hand it the steering wheel? The soul of my content vanishes.
Use AI to speed up your process—not replace your perspective.
5. Link Your Thoughts With Real-World Proof
A case study, a tweet that sparked a reaction, something that happened in your business—grounding your content in reality gives it weight.
6. Care About the Reader More Than the Ranking
Ironically, content written to help—not just rank—ends up ranking better.
Google’s algorithms are designed to reward usefulness.
The Bigger Picture
This isn’t just about SEO. It’s about trust.
When someone lands on your blog, video, or post—what makes them stay?
What makes them click “follow”, “subscribe”, or “schedule a call”?
It’s the feeling that:
- This content was created for them
- It’s real
- It’s written by someone who gives a damn
Google knows this too. That’s why they’re doubling down on originality.
Because what’s good for humans tends to be good for rankings, too.
My Promise to Myself This Year?
I’m not going to chase hacks.
I’m going to chase meaning.
I’m going to ask:
- What needs to be said?
- How can I make this useful for someone?
- What’s the most honest, insightful thing I can add to the conversation?
If that sounds like a journey you want to be on too, then let’s build it together.
✨ More voices.
✨ More stories.
✨ More human in a world that’s increasingly robotic.
Because in 2025?
The original is the new optimised.
Thanks for reading. Are you with me in creating original content this year?
Share your thoughts below.
How are you balancing AI tools with your unique voice?
Let’s keep the conversation going.
Originally inspired by insights from Gary Illyes and industry trends.
Just sharing what I’m learning — Kavita.
