Some struggles are eternal: Oxford vs Cambridge, Manchester United vs Liverpool, Tom vs Jerry, Batman vs the Joker, and of course, Google vs spammy content. With the rise of AI tools, this last struggle has heated up over the past couple of years. Google has taken aim at low-quality, spammy content and is implementing measures to maintain the integrity of its search results.
Google’s Approach to AI-Generated Content
Google’s primary focus is on the quality and usefulness of content, regardless of its origin. The company has stated that AI-generated content is acceptable as long as it adheres to its guidelines. They emphasise the importance of “helpful, reliable, people-first content” that demonstrates qualities of experience, expertise, authoritativeness, and trustworthiness (E-E-A-T)—one of the pillars of quality content generation.
Google also combats spammy AI-generated content in the following ways:
- SpamBrain: Detects spam through machine learning.
- Content Quality Algorithms: Filters out irrelevant or duplicate content.
- Over-Optimisation Penalties: Flags keyword-stuffed material.
- User Intent Focus: Prioritises content-matching search queries.
- Page Experience Metrics: Demotes poorly optimised sites.
- Manual Reviews: Ensures accuracy with human oversight.
- Updates & Policies: Regular updates target violations and spam.
Many are now turning to digital marketing and PPC agencies to help ensure their content strategies align with Google’s standards, creating high-quality campaigns that drive traffic while avoiding penalties for spammy or low-value material.
The December 2024 Spam Update
In December 2024, Google rolled out a spam update aimed at enhancing its ability to detect and demote spammy content, including that generated by AI. This update is part of a series of algorithmic improvements throughout the year:
- March Core Update: Improved content quality and enforced stricter spam policies.
- June Spam Update: Targeted keyword stuffing and content duplication.
- August Core Update: Demoted outdated SEO tactics and low-quality sites.
- November Core Update: Broad improvements to search relevance and quality.
- December Core Update: Enhanced content evaluation for better rankings.
- December Spam Update: Strengthened global spam detection systems.
Impact on Content Creators and Website Owners
Google’s increased focus on AI-generated content has big implications for content creators and website owners. Take Forbes, for example—they recently stopped using freelance writers for their product review section, Forbes Vetted, in response to Google’s updated search policies targeting “site reputation abuse.” This shift highlights a growing industry trend of rethinking content strategies to meet Google’s standards for quality and authenticity.
To stay on the right side of these policies, content creators need to prioritise high-quality, original content that genuinely benefits users. AI tools can still play a role, but it’s essential to review and enhance their output with human insights. By striking this balance, creators can harness AI effectively without sacrificing the credibility or value of their content.
Conclusion
Google’s war on AI-generated content, with moves like the December 2024 spam update, shows it’s not messing around when it comes to keeping search results squeaky clean. By cracking down on spam and championing content that’s helpful, reliable, and genuinely useful, Google’s making sure the AI revolution doesn’t turn the internet into a junkyard of dodgy info.
