What is the one thing that makes you instantly lose interest in a blog post or website? Misleading headline? Unbearable grammar? Or simply Irrelevant content? Whether it’s clickbait titles, robotic writing, or just irrelevant information, it is not worth our time. In today’s content-first world, good writing is not optional, it is essential. Moreover, it is also essential to use ethical writing practices and not mislead the reader as it can have serious negative implications. But how do you create blog content that earns trust, ranks on Google, and actually provides value to the reader?
In this blog, we will break down the unethical writing practices to avoid, explore Google’s content guidelines and explore how to craft high-quality long-form blog content that solves the user’s problems and also converts.
Unethical Writing Practices to Avoid
To rank on Google, content creators and writers are often tempted to take shortcuts. However, unethical writing does more harm than good. It doesn’t just hurt your credibility but can also impact SEO and damage your brand reputation. Here are a few unethical writing practices to avoid in 2025.
Keyword Stuffing
Overloading your content with the same keywords in unnatural ways to trick Google is one of the most common unethical writing practices. However, Google’s crawler is smarter than you think and flags overstuffing, leading to lower rankings. For example, repeating a keyword like ‘best shoes in India’ in every sentence is overstuffing.
Plagiarised Content
Using duplicate content or stealing someone else’s work is unethical. Whether you are changing a few words or paraphrasing, it is a bad practice and can lead to serious consequences. Make sure to always provide relevant sources and citations when using statistics, facts, or quotes.
Also Read: Conducting Research with Google, Chat GPT & Identifying Credible Sources
Article Spinning
It refers to using tools to paraphrase entire existing content in bulk without adding any fresh perspective or value. Basically, it is just paraphrasing old content and using it as new. However, this mostly results in low-quality and unreadable content that does not provide any true value to the users.
Clickbait Headlines
Using titles that exaggerate or mislead users is also considered unethical. These types of titles often promise one thing and deliver another, leading to a loss of trust. Moreover, Google also considers this type of content as irrelevant and flags it.
AI-only Content
Relying completely on automated tools to create content, without human insight, editing, or originality, can lead to lower rankings and negatively impact SEO practices. Google prefers content that provides value to users with personal insights. This is why discussion forums like Quora and Reddit often rank on top.
Fake Reviews or Testimonials
Creating fake reviews, endorsements, case studies, or statistics to manipulate readers into believing false claims also gets flagged. Make sure to double-check any fact or statistic and cite relevant sources to avoid plagiarism.
These shortcuts may bring temporary visibility, but they damage your credibility, disappoint readers, and ultimately result in lower rankings.
Also Read: Copywriting: Introduction, Techniques, and Best Practices
Understanding Google’s E-E-A-T Framework
Google’s E-E-A-T algorithm has evolved significantly to prioritize content that provides value and genuinely helps users. It stands for Experience, Expertise, Authoritativeness, and Trust. Let’s understand in detail.
Experience
Does the writer have first-hand experience with what they are discussing? Personal stories, real screenshots, or practical examples are great for this. For example, a product review by someone who has actually used the product is more credible than a general overview written by someone who has no experience with the product.
Use words like “I tried….” or “Based on my experience….” to prove that you have experience with a particular product or activity.
Expertise
Is the content written by someone knowledgeable about the topic? A deep understanding of the subject matter builds expertise. For example, a long-time freelance designer writing about design tools will likely offer more valuable insights than a generalist. Similarly, a movie enthusiast writing about movies can offer niche points that a general person can’t.
Share results, examples, or lessons learned to build authority and showcase your expertise.
Authoritativeness
Do others recognize the writer as a credible source? This basically means the reputation or authority of the creator. This could mean backlinks from reputable sites, consistent publishing history, or being cited in authoritative discussions. One of the best ways to ensure authoritativeness is to showcase your author bio, add social media handles, and cite credible sources to boost authority.
Trust
Trust is the cornerstone of effective and valuable content. No matter how much expertise or experience you have, if your content misleads, manipulates, or violates user expectations, it loses trust. Building trust means being transparent, accurate, and respectful of your audience’s time and intent.
Also Read: Content Optimization for Yoast and Article Structuring for SEO
Google’s Helpful Content Update (HCU)
The Helpful content update focuses on content that is written for the people, not search engines. This update tells us to keep SEO in check but focus on solving the user’s problem. Make sure your user gets some value out of your content or it solves a major pain point of the user.
Google now actively penalizes content written solely to rank on search engines. The Helpful Content Update encourages writers to shift their focus on the reader’s problems. This means:
- Writing for humans, not search engines
- Solving real-world problems with your content
- Avoid creating content just to fill space or chase keywords.
When writing a piece of content, ask yourself:
- Does this clearly answer a user’s question?
- Will someone find this useful or just skim through it and leave?
- Is it original or just a rehash of already available information?
Pro Tip: You can use LSI keywords in your content to address related terms and points that users may find relevant.
User-Generated Content (UGC)
User-generated content refers to any content created by unpaid contributors like your audience instead of the brand or site owner. These include product reviews, blog comments, social media posts, and more.
When handled ethically, UGC is a book for building authenticity and trust-building. Here are some benefits of UGC.
Benefits of User-Generated Content
Adds genuine voices to your brand: Users actively participate on your platform and discuss various types of things, giving your brand a genuine voice.
Helps with long-tail keyword coverage: Since users will be discussing problems and solutions on your platform, they will unintentionally use many long-tail keywords naturally.
Increases engagement and community trust: Constant engagement will increase the traffic to your website and foster a trustworthy community of users.
Signals freshness and relevancy to search engines: A website that is regularly updated with new content signals freshness to search engines, making user-generated content very beneficial.
Drawbacks of User-Generated Content
Requires Moderators: User-generated content must be moderated consistently to prevent spam, hate speech, misinformation, or content that breaks the community guidelines.
Fake Reviews: Since anybody can post anything on your community forum, your website, or brand can be bombarded with fake reviews and spam responses.
Label Affiliate Content: Make sure to properly label affiliate or sponsored content to help users clearly distinguish between your content and user-generated content.
UGC Tag: Add the rel=”ugc” tag to outbound links in UGC sections. This helps Google and other search engines properly distinguish between user-generated and your content.
Also Read: SEO Content Writing Essentials: A Beginner’s Guide
Mastering Long-form Content
Now that we have covered what to avoid and what Google expects from creators, let’s learn how to actually write long-form blog content that performs.
Start with a Compelling Hook
The intro of a blog should grab the attention of the user. Grab their attention early by using a conversational tone and presenting a relatable problem, bold statement, or a thought-provoking question. Clearly tell what this blog will cover and which problem it will address.
Structure with Clarity
Proper structuring makes your blog look organized and also improves the readability. Use H2s and H3s to properly structure the blog and optimize for SEO.
Cover the Topic In-depth
Explore different angles and visit the topic from different perspectives. Add information like stats, case studies, expert quotes, and unique insights to build a comprehensive coverage. Since there is no word limitation, it is best to provide users with an ultimate guide that solves all their problems about the subject matter.
Use Visuals Strategically
Use images, charts, and infographics to break up text and convey your message properly. Always include descriptive alt text with all images.
Natural Keyword Placement
Properly optimize the content and only include the keywords where they make sense. Don’t force keywords and make sure you are placing them naturally throughout the entire content. Also, optimize metadata, use internal linking, and ensure fast loading speeds.
Prioritize Readability
Include short paragraphs, bullet points, simple language, and tables to keep readers engaged for a longer time and reduce bounce rate. Writing long paragraph after paragraph overwhelms the user and leads to more drop offs.
Ensure User Intent
Maintaining user intent is crucial for writing. Even Google says to write for users, not for search engines. Understand why your audience is searching and deliver content that meets that intent. Whether its to learn, buy, compare, or decide, make sure your content solves the user’s problem and provides some value.
Add the Human Touch
Every writer has their own tone and voice. Don’t sound like everyone else. Be genuine to your voice and use your personality and viewpoint to stand out.
Add a CTA
It is essential to guide the reader towards the next step. A clear CTA helps users take action. Whether its subscribing, downloading, or simply checking a product, make sure to include a strong CTA at the end.
Also Read: Understanding Audiences, & Developing a Writing Tone
Final Words
Ethical writing is no longer optional. It is the only way to grow substantially, build real authority, and gain the trust of both your audience and search engines. Whether you are a blogger, marketer, or freelancer, write with intention and provide some value to the reader. Focus on helping people with your content and Google will certainly prefer your content. Understand the Google guidelines and make sure to follow ethical writing practices to master long-form content.
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