Google On Not Publishing Commodity Content

04/23/26
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of How Google Defines Unique, Authentic, and Non-Commodity Content for SEO Success

Google’s Danny Sullivan emphasizes creating unique, authentic, and non-commodity content to stand out in search results. Commodity content is generic and easily replicable, while non-commodity content provides specific insights, first-hand expertise, and original viewpoints. Examples from industries like running stores, real estate, and interior design illustrate this distinction clearly. Focusing on non-commodity content helps improve SEO by offering real value beyond standard advice.

Optimixed’s Overview: Elevating Your SEO with Authentic, Specific, and Unique Content Strategies

Understanding the Difference Between Commodity and Non-Commodity Content

At a recent Google Search Central event, Danny Sullivan highlighted the critical importance of producing content that is unique, authentic, and non-commodity. This means moving beyond generic advice and offering insight that others cannot easily duplicate. The key characteristics of valuable content include:

  • Unique: Content that presents original viewpoints or information unavailable elsewhere.
  • Specific: Focus on particular instances, cases, or real situations instead of general rules or broad tips.
  • Authentic: Demonstrates first-hand knowledge or expertise, showing deep understanding.

Industry Examples Highlighting Effective Non-Commodity Content

To clarify, Sullivan provided practical examples contrasting commodity content with non-commodity content in various fields:

  • Running Store: Generic lists on shoe buying are commodity content, whereas an in-depth analysis of a customer’s shoe wear pattern after 400 miles offers unique, specific insights.
  • Real Estate: Standard homebuyer tips are commodity, but sharing a firsthand story about waiving an inspection based on a personal sewer line inspection offers authenticity and specificity.
  • Interior Design: Showcasing popular kitchen trends is commodity content. Explaining why marble was rejected for a family with toddlers, supported by real stain tests, exemplifies authentic, non-commodity content.

Implications for SEO Content Strategy

Google’s guidance signals that successful SEO today is less about just ticking technical boxes and more about investing in content strategies driven by expertise and original experience. Brands and creators should allocate resources to develop content that genuinely educates or informs with fresh perspectives tailored to their audience’s specific needs. This approach not only aligns with Google’s evolving standards but also enhances user trust and engagement.