Google is prioritising AI-generated, SEO spam content over original content in search results

A recent study has revealed that Google’s search algorithm still ranks AI-generated, SEO-focused content higher than original content, despite the company’s efforts to improve search results.

As reported by 404 Media, AI-powered articles frequently appeared for basic queries in Google News results at the beginning of the year. In response, Google announced significant algorithm changes and new spam policies in an attempt to enhance the quality of search results.

By the end of April, Google claimed that the rollout of these changes was complete. Elizabeth Tucker, a director of product management at Google, shared in a blog post that the adjustments had reduced low-quality, unoriginal content in search results by 45 per cent, exceeding their initial goal of a 40 per cent improvement.

Despite these efforts, AI-generated spam content remains a prevalent issue in Google News, as per an investigation by the Wired. Lily Ray, senior director of search engine optimization at the marketing agency Amsive, highlighted that the problem is widespread, and told the publication that some of her clients have noticed their articles being rehashed by AI, resulting in content that closely mimics the original but is essentially a jumble of AI-rewritten text.

In the investigation, it was clear that some blog sites were completely dependent on AI, even getting their images generated by AI. This was visible due to some noticeable flaws in the illustrations.

Upon reaching out to a creator of one such blog, an Italian marketing agency confirmed they used an AI tool for content creation. They asserted that their process respects intellectual property, though their attribution practices were minimal, often limited to a single hyperlink at the end of a given article.

When contacted for a response about the blog in question, Google declined to comment on specific websites but reiterated that their updated spam policies prohibit creating low-value, unoriginal content at scale to rank well on Google. Google’s spokesperson, Meghann Farnsworth, emphasized that the company takes action against sites globally that violate their policies.

Google’s spam policies explicitly mention that sites copying content from other sources, modifying it slightly, and republishing it are considered abusive scraping. Despite this, Farnsworth did not confirm whether the mentioned blog violated these policies or if it would be de-ranked in Google News results.

For creators of original content, protecting their work remains challenging. Andrew Boyd, a consultant at the online link-building service Forte Analytica, expressed the anxiety and frustration within the industry. He pointed out that sudden changes in Google’s algorithm can drastically reduce website traffic, leaving publishers with no recourse.

The persistence of low-quality, AI-generated content in search results is causing tension in the SEO industry. Ray expressed frustration, noting that while some publishers strive to produce high-quality content, they are often outperformed by inferior, AI-generated articles. This situation creates a disincentive for publishers to invest in quality content, potentially eroding user trust in search results.

Despite Google’s efforts to refine its search algorithm and enforce stricter spam policies, AI-generated content continues to dominate search rankings, creating challenges for original content creators. The ongoing battle against spam highlights the need for more robust measures to ensure high-quality, trustworthy content remains at the forefront of search results.