Google is tweaking its search results in an effort to prioritise "content by people, for people" and fight back against the scourge of clickbait, the company says. "We know people don't find content helpful if it seems like it was designed to attract clicks rather than inform readers," Danny Sullivan, from Google, said in a blog post. "Many of us have experienced the frustration of visiting a webpage that seems like it has what we're looking for, but doesn't live up to our expectations. The content might not have the insights you want, or it may not even seem like it was created for, or even by, a person." So-called "SEO spam", content written explicitly for the purposes of appearing high up on the results pages of search engines, has long been a thorn in the side of companies like Google.