Commodity versus non-commodity
| Type | Example |
|---|---|
| Commodity | 7 tips for first home buyers (already posted online a thousand times) |
| Non-commodity | How we saved 15,000 euros on a property in Berchem (real file) |
Anyone can write commodity content and produce an AI in seconds. Non-commodity content is concrete, with real figures and personal experience, and therefore cannot be copied.
The three characteristics: unique, specific, authentic
Google defined three criteria that together form non-commodity content. Unique: your own perspective that others do not have. Specific: a concrete case with real numbers and names, not "a small saving" but "15,000 euros in Berchem". Authentic: first-hand knowledge, photos, screenshots, figures from the file. Anyone who combines these three will automatically do better SEO, with a content strategy that is based on what you alone can tell.
Our view
This is exactly the philosophy with which we build content: no interchangeable pieces, but pages with real figures and cases that a competitor cannot imitate. It's more work, but it's exactly that work that Google and readers reward.
Keywords continue to count
Pure non-commodity content does not target a specific keyword and works mainly for Discover, video and social media. For classic Google searches, combine both: start your title with your target keyword and then add a unique, specific twist. Do your keyword research thoroughly, and package the keyword into a story that only you can write with strong copywriting.