{"id":188534,"date":"2025-04-16T19:20:49","date_gmt":"2025-04-16T19:20:49","guid":{"rendered":"https:\/\/peraltafinancing.com\/affiliate-marketing\/how-jon-gillham-is-rethinking-content-optimization\/"},"modified":"2025-04-16T19:20:49","modified_gmt":"2025-04-16T19:20:49","slug":"how-jon-gillham-is-rethinking-content-optimization","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=188534","title":{"rendered":"How Jon Gillham Is Rethinking Content Optimization"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"\">\n<p>Content optimization has been a core part of SEO since the earliest days of Google. Over the years, we&#8217;ve watched it evolve from simple checklists to sophisticated scoring tools. But with recent changes to how Google evaluates content, and the rise of generative AI, we\u2019re entering a new era.<\/p>\n<p>In this episode, Jon Gillham, founder of Originality.ai, brings a unique perspective to this shift. As someone who has built and sold content businesses and now leads a platform focused on content quality, Jon has seen firsthand how optimization strategies have changed\u2014and where they&#8217;re headed next.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-watch-the-full-episode\"><span id=\"Watch_the_full_Episode\">Watch the full Episode<\/span><\/h2>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<p>\n<iframe loading=\"lazy\" title=\"How I Create Rankable Content Without Chasing SEO Scores\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/C00hl3qAbo0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><noscript><iframe loading=\"lazy\" title=\"How I Create Rankable Content Without Chasing SEO Scores\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/C00hl3qAbo0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/noscript>\n<\/p>\n<\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-the-origins-of-content-optimization\"><span id=\"The_Origins_of_Content_Optimization\">The Origins of Content Optimization<\/span><\/h3>\n<p>The original purpose of content optimization was simple: understand what ranks well in Google, and make your content more like it.<\/p>\n<ul class=\"wp-block-list\">\n<li>Early tools like Yoast focused on basics\u2014ensuring your keyword appeared in the title, meta description, and first paragraph.<\/li>\n<li>More advanced platforms like Surfer SEO, MarketMuse, Clearscope, and others added a layer of analysis. They examined the top 10 results for a given keyword and told you what terms to include and how often.<\/li>\n<li>These tools gamified the process, encouraging writers to optimize for a score rather than for the reader.<\/li>\n<\/ul>\n<p>For a while, this approach worked. But it also led to a flood of derivative content that mimicked existing pages without adding anything new.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-the-downsides-of-optimization-scores\"><span id=\"The_Downsides_of_Optimization_Scores\">The Downsides of Optimization Scores<\/span><\/h3>\n<p>Scoring systems might offer structure, but they come with real trade-offs:<\/p>\n<ul class=\"wp-block-list\">\n<li>Writers often optimize for the score, not the user.<\/li>\n<li>Content becomes formulaic\u2014what Jon refers to as &#8220;average&#8221; content.<\/li>\n<li>Important nuances like tone, originality, and information gain get lost in pursuit of keyword matching.<\/li>\n<li>And perhaps most critically, Google\u2019s algorithms are getting smarter at detecting and penalizing this kind of over-optimized content.<\/li>\n<\/ul>\n<p>As Jon put it, tools that reward sameness don\u2019t align with a search engine that rewards uniqueness.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-information-gain-what-google-actually-wants\"><span id=\"Information_Gain_What_Google_Actually_Wants\">Information Gain: What Google Actually Wants<\/span><\/h3>\n<p>Google\u2019s Helpful Content Update made one thing clear: originality matters more than ever.<\/p>\n<p>What Google increasingly prioritizes is <em>information gain<\/em>\u2014the addition of something new to the body of content that already exists. That could take many forms:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Unique data<\/strong>: Even a small-scale test or original review can provide insights no one else is offering.<\/li>\n<li><strong>Free tools or downloads<\/strong>: Calculators, templates, or checklists that directly solve user problems.<\/li>\n<li><strong>Visual content<\/strong>: Screenshots, comparisons, or infographics that explain concepts more clearly.<\/li>\n<li><strong>Real-world experience<\/strong>: Firsthand use, demonstrations, or personal results that differentiate the content from generic summaries.<\/li>\n<\/ul>\n<p>Content that simply rephrases what\u2019s already ranking doesn\u2019t move the needle. In fact, it may now hurt your chances of ranking at all.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-a-new-model-for-content-evaluation\"><span id=\"A_New_Model_for_Content_Evaluation\">A New Model for Content Evaluation<\/span><\/h3>\n<p>Instead of using keyword counts and optimization scores, Jon and his team at Originality.ai have developed a different approach.<\/p>\n<div class=\"ad ad--600x300 ad--custom\">\n<div class=\"ad__unit\">\n                                            <a class=\"ad__unit-link \" href=\"https:\/\/www.nichepursuits.com\/link-whisper-website-deal\" target=\"_blank\" rel=\"nofollow noreferrer\"><\/p>\n<p>                                            <img loading=\"lazy\" decoding=\"async\" class=\"img-full\" srcset=\"https:\/\/www.nichepursuits.com\/wp-content\/uploads\/2024\/10\/1200-x-600-600x300.png 1x, https:\/\/www.nichepursuits.com\/wp-content\/uploads\/2024\/10\/1200-x-600.png 2x\" alt=\"\" width=\"600\" height=\"300\" src=\"https:\/\/www.nichepursuits.com\/wp-content\/uploads\/2024\/10\/1200-x-600-600x300.png\"\/><img decoding=\"async\" class=\"img-full\" src=\"https:\/\/www.nichepursuits.com\/wp-content\/uploads\/2024\/10\/1200-x-600-600x300.png\" srcset=\"https:\/\/www.nichepursuits.com\/wp-content\/uploads\/2024\/10\/1200-x-600-600x300.png 1x, https:\/\/www.nichepursuits.com\/wp-content\/uploads\/2024\/10\/1200-x-600.png 2x\" alt=\"\" width=\"600\" height=\"300\" loading=\"lazy\"\/><\/p>\n<p>                                            <\/a>\n                                    <\/div>\n<\/p><\/div>\n<p>They built an AI model that evaluates a piece of content based on how likely it is to rank in Google\u2014not by comparing keywords, but by analyzing patterns and outcomes across massive datasets.<\/p>\n<ul class=\"wp-block-list\">\n<li>The system doesn\u2019t tell you which words to add.<\/li>\n<li>It does, however, provide a strong indication of whether your content meets the threshold for quality and originality.<\/li>\n<li>It&#8217;s a &#8220;black box&#8221; model, much like Google&#8217;s own algorithm, and reflects the reality that SEO today is about more than surface-level signals.<\/li>\n<\/ul>\n<p>This approach is more difficult to act on, but far more predictive. It reflects how Google now evaluates content: holistically, contextually, and with a strong bias toward originality.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-how-to-add-information-gain-without-big-budgets\"><span id=\"How_to_Add_Information_Gain_Without_Big_Budgets\">How to Add Information Gain Without Big Budgets<\/span><\/h3>\n<p>Not every creator has the time or resources to run large studies or build tools\u2014but adding value doesn\u2019t have to be expensive.<\/p>\n<p>Some effective, low-lift strategies include:<\/p>\n<ul class=\"wp-block-list\">\n<li>Running small comparisons or tests and publishing the results<\/li>\n<li>Using the product or service you\u2019re reviewing and documenting your real experience<\/li>\n<li>Offering downloadable resources (like spreadsheets or templates) that complement the article<\/li>\n<li>Including expert commentary or personal insight that readers won\u2019t find elsewhere<\/li>\n<\/ul>\n<p>Even small amounts of unique value can make a big difference. In fact, Jon pointed out that some of Originality.ai\u2019s highest-performing content is built around simple tools or limited datasets that no one else had published yet.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-what-great-content-creators-have-in-common\"><span id=\"What_Great_Content_Creators_Have_in_Common\">What Great Content Creators Have in Common<\/span><\/h3>\n<p>Writers who consistently produce content that performs well tend to share two traits:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Subject-matter expertise<\/strong>: They understand the topic deeply, which helps them avoid generic advice and add meaningful insights.<\/li>\n<li><strong>Passion<\/strong>: They care about what they\u2019re writing, which shows in the depth and usefulness of the content.<\/li>\n<\/ul>\n<p>Interestingly, strong content performance correlates more with these human traits than with technical writing skill. It&#8217;s better to work with someone who knows the topic and can be edited for clarity than to rely on a talented writer who lacks domain knowledge.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-final-thoughts\"><span id=\"Final_Thoughts\">Final Thoughts<\/span><\/h3>\n<p>The future of content optimization isn\u2019t about producing more\u2014it\u2019s about producing <em>better<\/em>.<\/p>\n<ul class=\"wp-block-list\">\n<li>Instead of trying to publish ten pieces of shallow content, aim for one that offers something new.<\/li>\n<li>Use optimization tools to check for topic coverage, but don\u2019t let them dictate your approach.<\/li>\n<li>Focus on originality, depth, and usefulness\u2014things that can\u2019t be faked with scores or keyword stuffing.<\/li>\n<\/ul>\n<p>As the web fills with AI-generated content, Google is doubling down on rewarding human insight and unique contributions. Optimization isn\u2019t going away\u2014but the way we think about it needs to change.<\/p>\n<p>For those who can shift their mindset, the opportunity is still massive.<\/p>\n<h2 class=\"wp-block-heading\"><span id=\"Links_Resources\">Links &amp; Resources<\/span><\/h2>\n<p><!-- CONTENT END 2 --><\/p>\n<style\/>\n                    <\/div>\n<p><script type=\"rocketlazyloadscript\">\n  !function(f,b,e,v,n,t,s)\n  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?\n  n.callMethod.apply(n,arguments):n.queue.push(arguments)};\n  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';\n  n.queue=[];t=b.createElement(e);t.async=!0;\n  t.src=v;s=b.getElementsByTagName(e)[0];\n  s.parentNode.insertBefore(t,s)}(window, document,'script',\n  'https:\/\/connect.facebook.net\/en_US\/fbevents.js');\n  fbq('init', '813028392092002');\n  fbq('track', 'PageView');\n<\/script><br \/>\n<br \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Content optimization has been a core part of SEO since the earliest days of Google. Over the years, we&#8217;ve watched it evolve from simple checklists to sophisticated scoring tools. But with recent changes to how Google evaluates content, and the rise of generative AI, we\u2019re entering a new era. In this episode, Jon Gillham, founder [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":188535,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11761],"tags":[7222,73778,25658,23065,11292],"dealstore":[],"offerexpiration":[],"class_list":["post-188534","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affiliate-marketing","tag-content","tag-gillham","tag-jon","tag-optimization","tag-rethinking"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Jon Gillham Is Rethinking Content Optimization - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=188534\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Jon Gillham Is Rethinking Content Optimization - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Content optimization has been a core part of SEO since the earliest days of Google. 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In this episode, Jon Gillham, founder [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=188534\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-16T19:20:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/The-evolution-of-content-optimizers-and-a-brand-new-way-to-approach-content-Niche-Pursuite-size2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"750\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=188534#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=188534\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"How Jon Gillham Is Rethinking Content Optimization\",\"datePublished\":\"2025-04-16T19:20:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=188534\"},\"wordCount\":943,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=188534#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/The-evolution-of-content-optimizers-and-a-brand-new-way-to-approach-content-Niche-Pursuite-size2.jpg\",\"keywords\":[\"Content\",\"Gillham\",\"Jon\",\"Optimization\",\"Rethinking\"],\"articleSection\":[\"Affiliate Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=188534#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=188534\",\"url\":\"https:\/\/fivemor.com\/?p=188534\",\"name\":\"How Jon Gillham Is Rethinking Content Optimization - 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