Originally published on LinkedIn.
Google recently announced a new update to its core search algorithm, aiming to deliver a better user experience by reducing spam and weeding out low-quality content. While this might cause short-term fluctuations in search traffic, it ultimately benefits everyone relying on Google to find trustworthy information.
TAKING AIM AT LOW-QUALITY RESULTS
Have you ever been disappointed by top search results that were irrelevant or unhelpful? Google has taken note. This update builds upon their “low-quality downranking project” from 2022 and significantly expands their anti-spam efforts. Here’s a breakdown of their focus areas:
Unhelpful content reduction
Google aims for a drastic reduction (40% according to their announcement) in unhelpful content shown in search results. This includes content created with the sole purpose of ranking well in search engines, rather than providing value to users.
AI-Generated Content
The update specifically targets “scaled content abuse,” which includes content mass-produced using automated techniques, including some AI-generated content. This tackles the issue of websites churning out low-quality content to game the search engine.
Enhanced Spam-Fighting
Google is making several updates to its spam policies to address new and evolving tactics used to create unoriginal, low-quality content. These tactics include:
- Scaled content abuse: This update broadens the scope beyond purely automated content. Google will now target content produced at scale to boost search ranking, regardless of the creation method (human, AI, or combination). This tackles low-value content like pages masquerading as answers to popular searches.
- Site reputation abuse: Websites with good content might host low-quality content from third parties trying to leverage the site’s reputation. Google will now consider such low-value, third-party content as spam, especially if there’s minimal oversight from the website owner. (Enforcement starts May 5, 2024)
- Expired domain abuse: Purchasing expired domains to host low-quality content can mislead users. Google now considers this tactic spam.
WHAT THIS MEANS FOR YOU
So, how will this impact your everyday searches? Here’s the good news:
More trustworthy results
Google wants to surface the most reliable and informative content. This means you’re less likely to stumble upon misleading or spammy websites, including those that might rely heavily on AI-generated content without proper human oversight.
Greater relevance
The update targets content that doesn’t directly address your search query. Expect to see results more tailored to your specific needs, even if those results aren’t purely human-written.
A smoother search experience
By filtering out low-quality content, Google aims to deliver a more streamlined search process, allowing you to find what you’re looking for faster.
IMPACT ON AI-GENERATED CONTENT
The impact on AI-generated content is a bit of a double-edged sword:
Potential for Downranking
AI-generated content can be a valuable tool, but it can also be misused to create low-quality, repetitive content. This update might negatively affect websites that rely heavily on unedited AI-generated content, as it might be flagged as unhelpful.
Opportunity for High-Quality AI Content
However, the update doesn’t penalize the use of AI itself. If you use AI-generated content as a starting point and then edit and refine it to ensure it’s high-quality, informative, and addresses user needs directly, you might benefit. Google can detect well-crafted content, regardless of its origin.
Overall, Google’s core algorithm update is a positive development for searchers. By prioritizing quality and user experience, Google aims to make searching the web a more productive and trustworthy experience. As with any update, there might be some initial adjustments, but in the long run, everyone benefits from a search engine that delivers the most relevant and reliable results, including high-quality AI-generated content.
CONTENT REVIEW AND STRATEGY
If you manage a website, it might be a good time to revisit your content strategy, especially if you use AI-generated content. Here are some tips:
-
Ensure all content, AI-generated or not, is high-quality, informative, and directly addresses user needs.
-
Edit and refine AI-generated content to ensure it’s clear, concise, and factually accurate.
-
Focus on creating content that provides value to your audience and establishes your website as a trustworthy source.
Ultimately, Google’s update prioritizes quality and user experience, making searching the web a more productive and trustworthy experience for everyone. By focusing on creating valuable content, website owners can thrive in the evolving search landscape, whether the content is human-written or AI-assisted.
