In a blog post on Tuesday, Google unveiled its strategy to counter artificial intelligence-generated content, carefully designed to manipulate search algorithms and artificially boost rankings. This marked shift in Google’s approach, aimed at improving the overall quality of online content, involves complex algorithmic improvements to the main ranking systems. The focus of these changes is on combating three types of content abuse, with a particular focus on automated content, including that generated by artificial intelligence.
Elizabeth Tucker, Google’s director of product management, explained that these updates are aimed at improving ranking systems, increasing their ability to determine whether web pages really offer help or are created primarily to serve search engines. The ultimate goal is to minimize the presence of low-quality content in search results by directing more traffic to reliable and valuable websites.
Although the blog post does not explicitly mention generative AI, a Google spokesperson explained to Gizmodo that the updates specifically target “low-quality content created by artificial intelligence that is designed to attract clicks but does not add much initial value.”
Google predicts that these changes will lead to a significant 40% reduction in low-quality and non-original content in search results.
In addition to SEO content created using artificial intelligence, Google’s updates will also target individuals who publish low-quality content on websites with high reputation ratings.
Google will fight against low-quality content
Google’s vice president of search, Pandu Nayak, said that Google is sending a message to the Internet to stop spam behavior. He outlined three pointers that Google will focus on and review spam behavior to eventually downgrade it. The first example was the scale. Nayak said that websites that generate a lot of low-quality articles on a daily basis, using either low-paid contractors or artificial intelligence generators, strategically direct this content to search results. In this regard, he hinted at spam with obituaries.
The second spam behavior, according to Nayak, is “abuse of the site’s reputation.” The abuse of a site’s reputation is what happens when a respectable website rents out part of its site to send spam. The Verge quotes Nayak as saying: “I’m not going to name and shame anyone here, but you’ve probably seen sites that make you wonder why coupons are on them or why an entire part of the site seems irrelevant and created by artificial intelligence.” For those who are doing this, he said that Google gives such sites 60 days to remove them before they change the rating.
The third reason is “abuse of an expired domain.” This happens when someone buys an abandoned domain with a high rating and fills it with useless content, which then rises to the top of the search.
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