Beware, this is a bit of a rant.
Today I clicked on “Pocket”, Mozilla’s built-in content aggregator and offline reader which is sneakily advertised in Firefox. Then found this apparently “Pocket-worthy” article among others. From its very title, I knew that it was one of those empty “non-content” articles — where a bunch of inane, rehashed, impracticable, theoretical, unoriginal, insipid and clichéd ideas written in an impersonal, often corporatey style are presented as fresh, thought-provoking, intelligent and original.
This is not about Mozilla Pocket. It’s not even about that particular article that I linked to which seems to be a bit more intelligently written than your average click-bait spam. It’s about that kind of article with that kind of title. Here are a couple of paragraphs from the linked article I’ll leave you with, to illustrate my point:
Everyone is different: not better, not worse, just different. Appreciate the differences instead of the shortcomings and you’ll see people—and yourself—in a better light.
Don’t let your fears hold you back. Whatever you’ve been planning, whatever you’ve imagined, whatever you’ve dreamed of, get started on it today.Source: https://getpocket.com/explore/item/10-things-incredibly-likable-people-never-ever-do-and-why-you-love-them-for-it
So deep, original, thought-provoking and inspirational! 😮 Sarcasm aside, those vacuous sentences tell you nothing about the author’s personal experience, has no unique perspective or viewpoint, nothing that shows that the author cared much about the topic except to make up yet another top ten list. Typical of the kind of non-content I’m talking about.
Don’t get me wrong: I have no problem with low quality content however badly presented provided at least a bit of the author’s personality and originally comes through. I don’t even have a problem with bland generic stuff like the content linked above.
Seriously, what’s annoying is that this kind of rich-on-keyword non-content is still quite popular with search engines and often takes precedence over real worthwhile, quality material. Let’s say for example that I really wanted to research how successful and likeable people behave. Instead of getting linked to actual, objective research on the subject, an expert opinion or even a more thoughtful and original take on the subject, I am forced to wade through several such spammy click-bait links before coming across something of value.
FaceBook and other social media sites are already full of non-content pages, memes, images and videos. But far too often, web pages with click-baity titles looking to generate ad-revenue, sell you an e-book and/or make you subscribe for premium content appear too high on search results.
It’s not a coincidence that such (non-)content is usually created or copied by persons or entities in the business of “making money online” for as long as I can remember. I can well understand why: it is cheap, easy, low effort investment — a website with basic SEO, the right keywords for search engines to pick up and index, click-bait titles and you’ve got a steady stream of traffic and potential ad revenue. If it didn’t work, obviously the Internet wouldn’t be full of them, hogging precious search engine visibility.