Warning: Filler Content Can Hurt Your Website

Google’s John Mueller has cautioned publishers and SEOs about the dangers of filler content. This type of content is created with the apparent goal of reaching a word-count threshold without concern for the user experience. Although recipe sites are the main cause of this warning, it’s an issue that all SEOs and publishers should be concerned about.

What is Filler Content?

Filler content probably has its origins in the idea that "content is king," which led to the SEO practice of creating content similar to what Google is already ranking, but doing it ten times better. This approach, known as the 10x and skyscraper content strategies, can lead to the creation of low-quality content that adds little value to the user experience.

John Mueller’s Warning

Mueller’s observations about filler content were made in the context of an overview of recent changes in the Quality Rater Guidelines (QRG). The QRG is a book created by Google to bring more objective standards to how third-party raters rate search results that are being tested. According to Mueller, filler content is low-quality content designed to make a page longer, and it can be annoying for users.

The Problem with Filler Content

The new section 5.2.2 of the QRG lays out how to objectively judge whether a page has filler content. Filler content is now considered a user experience issue, and it can lead to a poor rating if it’s prominent on the page. The QRG states that the main content of a page should support its purpose, and that filler content can artificially inflate the content, creating a page that appears rich but lacks valuable content.

Examples of Filler Content

Recipe sites are often guilty of using filler content, which can include long introductions, unnecessary stories, or excessive descriptions. This type of content can make it difficult for users to find the helpful information they’re looking for, and it can lead to frustration. However, filler content is not just limited to recipe sites; it can be found on any type of website that prioritizes word count over user experience.

Avoiding Filler Content

To avoid using filler content, publishers and SEOs should focus on creating high-quality content that supports the purpose of the page. Important supporting content should be placed prominently, and filler content should be avoided or placed in a less prominent position. By prioritizing the user experience, publishers can create content that is valuable and helpful to their audience.

Conclusion

Filler content can hurt your website’s ranking and user experience. By understanding what filler content is and how to avoid it, publishers and SEOs can create high-quality content that supports the purpose of the page. It’s time to rethink the approach to content creation and prioritize the user experience over word count targets. By doing so, publishers can create content that is valuable, helpful, and ranks well on Google.