Google’s John Mueller and Danny Sullivan discussed their thoughts on AI search and what SEOs and creators should be doing to make sure their content is surfaced. Danny showed some concern for folks who were relying on commodity content that is widely available.
What Creators Should Focus On For AI
John Mueller asked Danny Sullivan what publishers should be focusing on right now that’s specific to AI. Danny answered by explaining what kind of content you should not focus on and what kind of content creators should be focusing on.
He explained that the kind of content that creators should not focus on is commodity content. Commodity content is web content that consists of information that’s widely available and offers no unique value, no perspective, and requires no expertise. It is the kind of content that’s virtually interchangeable with any other site’s content because they are all essentially generic.
While Danny Sullivan did not mention recipe sites, his discussion about commodity content immediately brought recipe sites to mind because those kinds of sites seemingly go out of their way to present themselves as generically as possible, from the way the sites look, the “I’m just a mom of two kids” bio, and the recipes they provide. In my opinion, what Danny Sullivan said should make creators consider what they bring to the web that makes them notable.
To explain what he meant by commodity content, Danny used the example of publishers who used to optimize a web page for the time that the Super Bowl game began. His description of the long preamble they wrote before giving the generic answer of what time the Super Bowl starts reminded me again of recipe sites.
At about the twelve minute mark John Mueller asked Danny:
“So what would you say web creators should focus on nowadays with all of the AI?”
Danny answered:
“A key thing is to really focus on is the original aspect. Not a new thing.
These are not new things beyond search, but if you’re really trying to reframe your mind about what’s important, I think that on one hand, there’s a lot of content that is just kind of commodity content, factual information, and I think that the… LLM, AI systems are doing a good job of presenting that sort of stuff.
And it’s not originating from any type of thing.
So the classic example, as you know, will make people laugh, …but every year we have this little American football thing called the Super Bowl, which is our big event.
…But no one ever can seem to remember what time it’s on.
…Multiple places would then all write their “what time does the Super Bowl start in 2011?” post. And then they would write these giant long things.
…So, you know, and then at some point, we could see enough information and we have data feeds and everything else that we just kind of said, you do a search and …the Super Bowl is going to be at 3:30.
…I think the vast majority of people say, that’s a good thing. Thank you for just…
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