Enter FAST: the new (unofficial) lens Google uses to deliver search results that matter.

Let’s unpack what FAST really means and how you can use it to your advantage.

What is FAST?

FAST is short for:

• First Person
   
• Authentic
   
• Social
   
• Trusted

Let’s break it down:

First person

Gone are the days of vague, anonymous writing. Google wants to hear from you. Your voice, your story, your take. First-person perspectives – especially from business owners, product builders, or actual users – carry more weight than generic third-party content. In short, real experiences win.

Authentic

Authentic means content that feels honest. Think: “Here’s what happened when we launched too early” or “Why we killed a feature we loved.” Google is smart enough to detect when content is trying too hard or playing it safe.

Social

Google is increasingly influenced by how your content is shared, discussed, or even argued about. X threads, LinkedIn posts, Reddit comments – all those social signals help search engines figure out what’s worth paying attention to. They also increasingly appear in the search results too.

Trusted

Trust remains the cornerstone, except now it’s less about domain authority and more about transparency. Who wrote it? Can we verify them? Are you citing credible sources, or just stringing together opinions? Crucially – What authority does the writer have and why should we be listening to them?

What does this look like in practice?

All of the above means the nature of search results is changing. Whereas once search results typically consisted of the top ten blog posts according to EEAT, now they are a mix of blog posts, social media posts, forums, and video content.

Authenticity and social proof rule. Google’s algorithm judges less by the authority of the website, but by the authority of the writer and how useful the information is to its users.

How can you take advantage?

The great news is that FAST actually helps the ‘little guy’. You don’t need a giant content team. You just need to be authentically you. Here’s how to make FAST work for your startup:

1. Publish personal stories

Feature voices from inside your team – founders, designers, engineers. Use first-person writing. Even a quick blog post titled ‘Why I Built This Feature’ can go a long way.

2. Be honest, not perfect

Nobody trusts flawless. Share the missteps, the experiments, and the honest feedback from your users. Let the seams show. Write like you're talking to a friend who actually cares.

3. Fuel the conversation

Don’t treat social media as an afterthought. Every tweet, comment, thread, and quote matters. Encourage your team to post organically. Share what you’re learning in public. When your content gets people talking, Google takes notes.

4. Cite sources

Use names. Add timestamps. Link to source data. Include quotes. The more verifiable your content feels, the better it performs. Bonus points if your author is active on professional platforms.

5. Connect

Link internally between your blog, product pages, and documentation. But also link out to creators, influencers, or experts you trust.

Changing search results in 2025: final thoughts

FAST is the inevitable shift in how we tell stories online.

For startups and small businesses, that’s exciting. It means you don’t need the biggest budget or the most backlinks, you need a voice, a point of view, and the confidence to say something that matters.

So, get out there and share your story.