Ann Smarty Clarifies Google’s ‘Non-Commodity Content’ Concept

In a recent LinkedIn post, Ann Smarty dives into Google’s latest AI SEO guidelines, focusing on the newly introduced term “non-commodity content.” Smarty aims to decipher this concept, which Google has apparently struggled to define clearly, despite previous attempts with terms like “helpful content” and “hidden gems.” She emphasizes that the core idea revolves around creating content that is unique enough to warrant user clicks and attention.

Understanding Commodity vs. Non-Commodity Content

Ann Smarty highlights Google’s ongoing challenge in articulating what makes content stand out in an increasingly crowded digital landscape. The search engine has evolved its criteria over time, but the need for content that offers distinct value remains paramount. Smarty suggests that the concept of “non-commodity content” is Google’s latest effort to pinpoint this unique value proposition.

“Google has long been struggling with the definition here. There was helpful content, there were hidden gems, but nothing that would express an idea in a practical way: You need content that is unique enough to deserve a click and attention.”

As Ann Smarty explains, this new terminology seeks to differentiate content that is merely functional or easily replicable from content that offers a unique perspective or insight. This distinction is crucial for creators aiming to rank well in Google’s search results, especially in the age of AI-generated content, which can often produce generic or commoditized material.

The Role of Both Content Types

A key takeaway from Ann Smarty’s analysis is her perspective on the necessity of both commodity and non-commodity content. While the focus is often on creating unique, “non-commodity” pieces, she implies that standard, informative content still plays a vital role in a comprehensive content strategy.

Defining Commodity Content

Commodity content, in this context, refers to information that is widely available and easily produced. This could include basic definitions, factual summaries, or answers to common questions that many sources can provide. While essential for covering broad topics and answering user queries efficiently, it may not inherently stand out to search engines or users seeking deeper insights.

The Value of Non-Commodity Content

Conversely, non-commodity content is characterized by its originality, unique perspective, in-depth analysis, or proprietary data. Ann Smarty’s post suggests this is the type of content Google is increasingly prioritizing. It’s content that offers something beyond what’s readily available elsewhere, thereby earning user engagement and signaling authority to search algorithms.

“So what is commodity content and what is non-commodity content and which one do you mean? (Spoiler: I think you need both)”

According to Ann Smarty, understanding this dichotomy is essential for SEO professionals and content creators. The challenge lies not just in identifying what constitutes non-commodity content but also in strategically integrating both types of content to meet diverse user needs and Google’s evolving ranking criteria.

Implications for Content Creators

Ann Smarty’s insights underscore the need for a nuanced approach to content creation in response to Google’s AI SEO guidelines. Creators must strive to produce content that is not only helpful and informative but also distinctive and valuable enough to capture attention in a competitive search environment. As Ann Smarty points out, the ultimate goal is to create content that “deserves a click and attention,” a benchmark that non-commodity content is uniquely positioned to meet.

Her analysis, shared via LinkedIn, serves as a valuable guide for businesses looking to navigate the complexities of modern SEO and ensure their content resonates with both users and search engines.