Google drops 2 major SEO hints in 1 week

Hi Siftrs,

Today’s newsletter is timely.

Recently at an SEO conference in the UK, Google search analyst Gary Illyes provided a major hint about the search engine’s focus for 2025.

He said: "Originality is something we're going to be focusing on this year. That's going to be important."

Then a few days later, Google revised its Search Quality Rater Guidelines, adding a new section explicitly stating recipe publishers should avoid low-value filler text (reference).

This is a big deal. All food bloggers need to take these two major SEO suggestions to heart.

But how exactly does an ambitious food blogger who wants to earn more organic traffic action originality? What does it even mean to be original when AI tools can create recipes? And what does Google consider filler text for a recipe site?

Thankfully, SEO-focused answers to these questions already live in Google’s documentation. And today we’re going to point out where those answers are. 😎

Essential insights from this Siftr issue are:

• Why Google’s call for originality isn’t brand new

• 2 examples of unoriginal, filler content common on food blogs

• 2 examples of ‘original insights’ shared on food blogs

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