Introduction to AI Search
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.
Understanding Commodity Content
Commodity content is the kind of content that’s virtually interchangeable with any other site’s content because they are all essentially generic. For example, recipe 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. 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.
The Problem with Commodity Content
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."
Focusing on Original Content
Danny continued his answer, "I think that is a thing people need to understand, is that more of this sort of commodity stuff, it isn’t going to necessarily be your strength. And I do worry that some people, even with traditional SEO, focus on it too much." He suggested that people who are concerned about showing up in AI should start exploring how to express their authentic experience or expertise.
Bringing Your Expertise to AI
Danny next suggested that people should focus on creating original content that’s authentic to them, which typically means it’s a video, it’s a podcast, or other experiential content. He said, "Your original voice is that thing that only you can provide. It’s your particular take. And so that’s what we think was our number one thing when we’re telling people is like, this is what we think your strength is going to be." John Mueller agreed that it makes sense to bring your unique voice to content in order to make it stand out.
Creating Recognizable Content
Danny’s point treats visibility in AI-driven search as a matter of differentiation rather than optimization. The emphasis is not on adapting content to a new format, but on creating a recognizable voice and perspective with which to stand out. Given that AI Search is still classic search under the hood, it makes sense to stand out from competitors with unique content that people will recognize and recommend.
Conclusion
In conclusion, creators should focus on producing original, high-quality content that showcases their unique voice and expertise. By doing so, they can differentiate themselves from others and increase their visibility in AI-driven search results. As Danny Sullivan emphasized, it’s essential to move away from commodity content and focus on creating content that provides value, perspective, and authenticity. By following this approach, creators can establish themselves as authorities in their field and build a loyal audience.