Unhelpful Content Types and Strategies to Avoid: Insights from Google’s Search Liaison

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In a recent tweet, Google’s Search Liaison, Danny Sullivan, shared examples of unhelpful content types and strategies that writers may use to create such content. Sullivan emphasized that content is considered unhelpful when it is written solely for the purpose of ranking well in search engines, rather than providing value to users.

Key Points:

Below are the key points from Danny Sullivan’s tweet:

– Unhelpful content types: Sullivan mentioned several types of content that are considered unhelpful, including:
– “Doorway” pages: These are low-quality pages created solely to rank for specific keywords and redirect users to other pages.
– “Thin” content: Content that lacks substance or depth, providing little value to users.
– Automatically generated content: Content that is generated programmatically and lacks originality or relevance.
– Scraped content: Content that is copied from other sources without adding any unique insights or value.
– Affiliate pages: Pages that exist solely to promote affiliate products without providing useful information to users.

– Strategies for unhelpful content: Sullivan also highlighted some strategies that writers may employ to create unhelpful content, including:
– Keyword stuffing: Overusing keywords in an unnatural manner to manipulate search rankings.
– Content spinning: Using software or tools to automatically rewrite existing content, resulting in low-quality and nonsensical text.
– Hidden text or links: Hiding text or links from users but making them visible to search engines, in an attempt to manipulate rankings.

Hot Take:

Danny Sullivan’s examples of unhelpful content types and strategies serve as a reminder that creating content solely for the purpose of ranking well in search engines is not a sustainable approach. It is crucial to focus on providing valuable and relevant information to users, as that is what search engines like Google prioritize. By understanding and avoiding these unhelpful content practices, writers can ensure their content is user-centric and beneficial.


Danny Sullivan’s tweet sheds light on the types of content and strategies that are considered unhelpful by Google. It emphasizes the importance of creating content with the intention of providing value to users rather than solely focusing on search engine rankings. By following best practices and prioritizing user experience, content creators can ensure their content is helpful, engaging, and aligned with Google’s guidelines.

Original article: https://www.seroundtable.com/google-unhelpful-content-signs-36268.html