Google details how AI search ranks content and why commodity pages are losing ground

Google explains how to rank in AI search

Sullivan said creators should "really focus on...the original aspect" of their content as AI becomes a deeper part of search. He contrasted original work with "commodity content," which he described as widely available factual information that offers no unique perspective or expertise.

As an example, Sullivan pointed to historic posts about "what time does the Super Bowl start" as commodity content. Many publishers produced long articles around that simple question, but Google ultimately began showing the start time directly from structured data sources.

According to Sullivan, AI and large language model systems are "doing a good job" presenting this kind of generic factual material. He said that information of this type "wasn't super original" and that users largely prefer a direct answer for simple queries.

Key details from Google's AI search guidance

Sullivan and Mueller outlined several implications for publishers as AI experiences become more prominent in search results:

• Sullivan said "more of this sort of commodity stuff...isn't going to necessarily be your strength" as search evolves with AI.
• He expressed concern that some sites, including those focused on daily puzzle answers, rely heavily on traffic from simple, repeatable queries.
• Sullivan warned that if systems start pulling those answers directly from structured feeds, publishers could see that traffic replaced by on-page answers.
• He described a creator's "original voice" as "the thing that only you can provide" and "your particular take" on a topic.
• Sullivan said this focus on original content is "already what you should be doing" and remains Google's primary message to creators.

Sullivan also highlighted consistent demand for "original content that's...authentic" to users, often in formats like video and podcasts. He noted that search already surfaces "more social, more experiential content" and that people sometimes want firsthand experiences alongside expert commentary.

Creators who publish expert reviews or analysis in written form "still have the opportunity" to present those views in video and podcast formats. Montti reported that Mueller agreed with the value of bringing a distinctive voice and perspective to content so it stands out within AI-supported search results.

Background: Google's messaging on AI and search

Sullivan said AI-driven search features work well for widely known, non-original facts, reducing the need for multiple similar articles that repeat the same basic information. His comments point to a continued shift away from rewarding interchangeable content that simply duplicates generic facts.

Google's public documentation has long encouraged publishers to create helpful, people-first content instead of summarizing what is already widely available. The company's Search Essentials guidance on developers.google.com emphasizes original, reliable information backed by clear evidence of expertise.

During the discussion cited by Montti, Sullivan stressed that his recommendations are "not unique to the AI formats." He framed the AI era as a moment for creators to "reevaluate" their overall approach and lean more heavily on original expertise and authentic experiences across formats. For site owners and marketers, the practical takeaway is to invest in content that reflects real knowledge, opinions, and experience rather than relying on commodity queries that AI can answer directly.

Source citations

• Statements by Danny Sullivan, as quoted in Roger Montti's report on a discussion with John Mueller.
• Google Search Essentials documentation on creating helpful, people-first content: developers.google.com/search.
• Additional background on Roger Montti's SEO work: Martinibuster.com.