Being able to answer all three means we’re creating content that Google thinks people will actually want to read.
In addition to all the tests and questions that Google suggests we consider for our online content, there’s some interesting ‘Who, How and Why’ advice.
Transparency is trending, thanks to the rise of influencer marketing in the consumer world. Google wants it to be obvious who is behind our content, which means bylines where appropriate, author biographies when possible. Give readers (and search engines) a reason to trust the voice behind the words.
Google now encourages content creators to disclose how the content was made — whether it’s from a hands-on product demonstration, first-hand experience or original research. They’re even suggesting that if Ai played a role, we should be honest.
And now the why: Are we producing content to help our audience? Google claims its systems are finely-tuned to spot material that solves problems or offer real insight to users. Ai-generated content for the sake of SEO manipulation is now flagged as a policy violation — and that’s not a place any of us want to be.
This ‘Who, How, Why’ framework isn’t designed to trip us up. It’s offering genuine help. Is it clear who wrote it? Can readers understand how it came together? And most importantly — have we shown why it exists? Being able to answer all three means we’re creating content that Google thinks people will actually want to read.