Welcome back to another episode of SEOs Getting Coffee! This one’s extra special because Sean and Emina are joined by the one and only Jack Chambers-Ward, Marketing Partnerships Manager at Candour, and a seasoned podcaster with nearly 15 years of experience under his belt. Jack’s perspective on content, SEO, and authenticity is invaluable.
Jack is all about keeping it real, whether he’s on his podcast, in a client meeting, or talking about content creation. In this episode, we’ll explore why authenticity is more than just a buzzword in 2025 and how it’s going to be critical for brands to stand out.
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The Importance of Authenticity in Content in 2025| SEOs Getting Coffee #Episode 30
The Journey to Authenticity
When asked about why authenticity matters, Jack highlighted that being true to yourself as a creator, podcaster, or brand is the way to build loyalty and trust. Whether it’s through personal storytelling or candid moments of honesty (including the tough ones, like Emina’s recent article for Moz), authenticity builds connections.
Jack’s origin story is an authentic one too—starting out with a podcast on Skype from his university dorm to being a critical voice at Candour. It’s been a ride, and one thing has remained consistent: staying authentic, no matter the platform. In his words, “This is me. On a podcast, at Brighton SEO, talking to clients—it’s all the same person.”
Authenticity, for him, is what filters out the fluff from the SERPs (Search Engine Results Pages). The rise of AI-generated content has made it even more important for authenticity to shine as a trust signal—an essential component of SEO, tied to EEAT (Experience, Expertise, Authoritativeness, Trustworthiness).
Content Without Substance: The SERP Struggle
We’ve all seen the explosion of user-generated content (UGC) like Reddit threads climbing to the top of the search results. But Jack believes there’s a fundamental shift happening—brands will no longer be able to ride the wave of empty SEO tactics. Google’s Helpful Content Update (HCU) is only the beginning, enforcing stricter guidelines around authenticity and experience-based content. Information gain, that extra nugget of value from first-hand experience, is becoming a key differentiator.
Moz recently ran a study that touched on how brands have seen recovery from HCU through aligning their content with authenticity. And Jack echoed that sentiment: “If you’re not contributing something real—something based on genuine experience—you’re going to lose out.”
The Challenge: How Can Brands Achieve Authenticity?
It’s not easy, Jack admits. “You need to know yourself,” which, let’s face it, is hard even for individuals, let alone brands. Brands, however, have a leg up if they harness the voices of their people—the team that creates, writes, and interacts with customers. The real question is: How do you reflect that in your digital presence?
Jack believes that brands need to approach their content as if they were magazine editors. In other words, they must be deliberate and cohesive across all platforms—social media, search, blog, email. “It’s like running your own digital magazine,” Jack notes. Everything from design choices to tone should represent the brand’s core values consistently, while still adapting to the different nuances of each platform.
Information Gain and the Future of Short-Form Content
A crucial point discussed during the episode was the role of information gain in the changing content landscape. Jack and the hosts explored how Google’s algorithms now favour content that adds value—not just by repeating what’s already out there, but by contributing fresh insights.
Jack highlighted the struggle of ranking with short-form content—especially in SEO-driven industries, where length is often associated with value. He mentioned how search results are filled with articles that regurgitate the same information, sometimes padding it out with irrelevant details (yes, we’re looking at those recipe blogs that bury the actual recipe under paragraphs of life stories sent to Room 404 by Patrick in Episode 26!).
Jack raised a great question: Can we break free from repeating what’s already out there and rank with just the new, useful bits? In his view, we’re moving towards a model where content doesn’t have to be long to be valuable, but it has to provide something new—whether it’s a unique perspective, first-hand experience, or deeper expertise. This aligns with Google’s information gain approach, which rewards content that adds something original rather than just copying others.
Jack also shared his podcast experience, explaining how short-form content works well on platforms like social media. For instance, instead of a 30-second teaser, Jack recommends offering a short but valuable clip from the podcast that gives real insights. It’s all about giving the audience a “taste” of the value they’ll get if they dig deeper into your content. In short-form SEO content, it’s similar—concise, rich snippets of value can still rank, as long as they contribute something meaningful and new to the discussion.
The Social Media Disconnect (And Why It’s Risky)
Jack brought up a fantastic point about the jarring contrast between brands’ unhinged, fun social media presence and their dull, corporate website tone. Take Ryanair, for example—witty and wild on Instagram, but all business on their website. This kind of inconsistency can create a disconnect that’s almost suspicious for customers. Authenticity needs to flow through every channel—website, social media, social ads, podcasts—and create a singular brand voice. Otherwise, it risks alienating its audience.
Jack's 404 Moment: Monthly Reporting
Before we wrapped up, Jack had a clear item to banish into Room 404—monthly reporting. He argues that looking at short-term data month-to-month can send the wrong message, especially in SEO, where the real value shows over time. He prefers year-on-year reporting or at least quarterly comparisons, which provide a more accurate and meaningful analysis. Seasonal businesses, for example, need that long-term perspective to see real trends. So yes, let’s send monthly reports to the 404 black hole of bad SEO habits.
Conclusion
In 2025 and beyond, authenticity will continue to be the game-changer for SEO, content marketing, and brand loyalty. Jack’s insights remind us that staying true to your voice, no matter how big or small your brand is, will set you apart. The trick is being authentic on every platform, from social media to search.
For more insights and in-depth conversations on the latest in SEO and digital marketing strategies, stay stuned for upcoming episodes of “SEOs Getting Coffee.” Subscribe to our channel for regular updates and expert opinions.
Connect with Jack Chambers-Ward
Marketing Partnerships Manager at Candour, podcaster, and SEO expert
