List-style articles are popular because they’re easy to read and understand. Examples are lists of solution providers, gift ideas, and experts.
Listicles traditionally ranked highly in organic search, and now, for visibility on generative AI platforms, they can drive citations to a brand when it appears alongside other trusted providers.
Unfortunately, success with listicles has inevitably led to abuses.
Bad listicles
AI-generated. Many sites have published AI-generated listicles. In its Search Central documentation, Google discourages the use of mass-produced AI-generated content, emphasizing the importance of originality that adds value. Google poses these questions as guidelines:
- Are you producing lots of content on many different topics in hopes that some of it might perform well in search results?
- Are you using extensive automation to produce content on many topics?
- Are you mainly summarizing what others have to say without adding much value?
Google’s traditional search algorithm includes helpful content signals. Violating the guidelines’ focus on unique value could lead to ranking declines:
- Using generative AI tools or other similar tools to generate many pages without adding value for users
- Stitching or combining content from different web pages without adding value
Thus creating listicles solely for algorithms rather than for humans may provide temporary visibility in organic search and genAI, but, like any shortcut, it won’t last and could cause long-term harm.
Self-promoting. Publishing “best” or “top” listicles and including your business as an option is another popular tactic that, unfortunately, sometimes works for AI visibility. Yet the tactic can also drive AI visibility to a competitor instead of your own.
Listicles done right
Here’s how to make listicles work for your site, long-term:
- Research thoroughly. Even self-serving listicles are often effective when backed by careful research. For example, analyze user-generated content around certain products, create a logical scoring system, and rank the items accordingly.
- Share the methodology on how you pick the products or brands you list and how you rank them on your list.
- Invite expert contributors to evaluate and edit your list (or add their opinion on each item).
- Be original. Many listicles merely repurpose another site’s version. Google likely considers all of those near-duplicate content.
In short, listicles can drive visibility in organic search and genAI when grounded in original research, transparent criteria, and proprietary data.
