Google Warns Against Filler Content: What Affiliate Marketers Need to Know

Google’s Search Liaison John Mueller has issued an important warning about “filler content” that should capture the attention of affiliate marketers and content creators across all niches. The caution comes amid updates to Google’s Quality Rater Guidelines (QRG), signaling a potential shift in how the search giant evaluates content quality.

Understanding Google’s Definition of Filler Content

During a recent discussion about changes to the Quality Rater Guidelines, Mueller specifically highlighted new language addressing filler content, which he described as “the kind of fluff that some websites put on their pages to make the pages longer.“

Mueller emphasized that while site owners may have what they consider good reasons for extending content length, such practices can create problematic user experiences. “For us this is sometimes problematic and users sometimes find it annoying,” Mueller noted.

New Quality Rater Guidelines Section

Google has now dedicated an entire section (5.2.2) in its Quality Rater Guidelines to filler content, formally categorizing it as a “Poor User Experience.” The guidelines specifically state:

“The main content (MC) of a page should support its purpose. Web site owners and content creators should place the most helpful and essential MC near the top of the page so that visitors can immediately access it.“

The guidelines further clarify that high-quality pages prominently position their most valuable content. While supporting content can be included, it should appear lower on the page in less prominent positions.

Google describes filler as “low-effort content that adds little value and doesn’t directly support the purpose of the page.” The guidelines warn that such content can “artificially inflate content, creating a page that appears rich but lacks content website visitors find valuable.”

Implications for Content Ratings

The updated guidelines indicate that pages may receive a “Low rating” if they:

• Contain substantial amounts of unhelpful filler content creating poor user experiences
• Feature visually prominent filler that makes finding helpful main content difficult, causing user frustration

Beyond Recipe Sites: A Warning for All Content Creators

While recipe websites—notorious for lengthy personal stories before reaching the actual recipe—are specifically mentioned in the guidelines, Mueller’s warning extends to all content creators and SEOs. The practice of adding substantial amounts of text simply to reach arbitrary word-count thresholds appears to be directly in Google’s crosshairs.

The guidance challenges a common SEO approach that prioritizes creating longer content to outperform competitors (often referred to as “10x content” or “skyscraper content” strategies). These approaches have sometimes led to artificial word count targets rather than focusing on user needs.

Implications for Affiliate Marketers

For affiliate marketers, this update carries particular significance:

• Product Reviews: Affiliate marketers should ensure their product reviews focus on providing genuine value rather than padding word counts to appear comprehensive.
• Comparison Content: When comparing products or services, prioritize helpful information that aids decision-making rather than generic filler.
• Content Placement: Critical information, including affiliate product benefits and features, should appear prominently near the top of content rather than buried beneath extensive introductory text.
• “Skip to” Links: If your content requires a “skip to” button (commonly seen as “skip to recommendation” on affiliate sites), Google may now view this as evidence of poor content structuring.

A Shift in Content Strategy

This update suggests Google is continuing to refine its understanding of content quality beyond simple metrics like length. Content creators should reconsider strategies that imitate top-ranked content merely for its structural characteristics rather than focusing on providing unique value.

For affiliate marketers, the message is clear: prioritize user experience by frontloading valuable information and recommendations rather than artificially extending content length. Quality is increasingly being defined not by how much content a page contains, but by how efficiently it delivers the information users are seeking.

As Mueller concluded, simply imitating top-ranked content is a practice that needs reconsideration, as it “works against what Google is actually trying to rank and can lead to artificial word count targets instead of focusing on the user’s needs.”

As an organisation, Affiverse has always recommended diversifying your content, it appears this advice still holds true.