Recently Google rolled out a major anti-spam algorithm update that’s already changing how Showit websites rank in search. If you’ve heard whispers of ranking drops or AI penalties, this is likely the reason.
The goal behind the update is clear: Google wants to prioritize content that feels real, helpful, and created by actual humans. It is moving away from vague, surface-level, or auto-generated content and leaning into pages that come from lived experience.
If you’re a creative business owner, this shift is good news. Because your best content was never meant to be robotic in the first place.
What this update is really about
This isn’t just a tweak to how keywords are counted. It is a deeper shift in how Google determines quality. The new focus is on:
- Expertise and originality
- Depth of knowledge
- Content that feels human, specific, and emotionally aware
This matters even more now that website platforms like Squarespace and Showit have started offering built-in AI tools to help write SEO titles, meta descriptions, and even full blog posts.
And while those tools might seem convenient, here’s what I want you to know: using them without intention can actually make your content less visible.
Why “fast content” doesn’t always work
When everyone starts relying on the same AI prompts and default phrasing, everything begins to sound the same. Pages lose their personality. Blog posts feel like filler. SEO content becomes predictable instead of useful.
From what I’ve seen, that kind of content tends to underperform. Not because it is AI-written, but because it lacks voice, clarity, or any real connection.
That’s the kind of thing Google is filtering out right now. But the good news? You have everything you need to do it differently.
What still works (and always will)
Content that sounds like a real person.
Pages that reflect your actual experience.
Words that help someone feel seen, understood, and safe choosing you.
The highest-performing sites right now share these qualities:
- Clear, specific messaging that speaks to real client needs
- Examples from lived experience
- Emotional awareness that goes beyond features and packages
- Language that aligns with what people are truly searching for
If you are writing your own website copy or updating your blog, this is where your attention should go.
A few places to start
If you are staring at a blank page wondering what to write, try one of these ideas:
- What do your favorite clients always want to know before they book?
- What values shape the way you work?
- What stories from past projects still stick with you?
- What do you wish more people understood about your process or personality?
Or start with this journal-style prompt:
How does your bride want to feel seen on her wedding day? And how does she want to feel the morning after, when it is all over?
Let that guide your next piece of content.
This is exactly what I help creatives do
In my semi-custom website package, we don’t just design something pretty and call it a day. We spend time uncovering the real stories, language, and values that make your business what it is.
Then we shape that into clear, emotionally resonant content that reflects your personality and works with SEO, not against it.
I’ll help you take what you already know, what you have already lived and felt, and turn it into website copy that sounds like you. It will speak to your clients, feel good to share, and give Google exactly what it is looking for.
No templates. No keyword stuffing. No bland filler. Just thoughtful content rooted in who you are.
What this means for your business
Google is not asking for more content. It is asking for better content. And that doesn’t have to be overwhelming.
If you write with intention, speak to what you know, and keep your clients’ emotions in mind, your website will already be ahead of the curve.
You do not need to beat the algorithm. You just need to be yourself. Clearly, thoughtfully, and with care.
Ready for website copy that sounds like you and actually works for SEO? Learn more about my semi-custom website package here.
