As per a recent study, Google’s search algorithm is still ranking AI-generated, SEO-focused content higher than original content, despite Google’s efforts to improve search results.
According to a report by 404 Media, AI-powered articles frequently ranked for basic queries in Google News results at the start of the year. In response, Google announced significant algorithm changes and new spam policies in an attempt to upgrade the quality of search results.
By the end of April, the company claimed that the rollout of these changes was complete. Elizabeth Tucker, a director of product management at Google, shared in a blog that the adjustments had trimmed down low-quality, unoriginal content in search results by 45 percent, surpassing their initial goal of a 40 percent improvement.
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Why Is Google Search Ranking AI-Generated Content?
Despite the company’s efforts, AI-generated content remains a big issue in Google News, as per an investigation by Wired. Lily Ray, senior director of search engine optimization at the marketing agency Amsive, noted that the problem is widespread, and told the outlet that some of her clients have noticed their articles being rehashed using AI, resulting in content closely mimicking the original but is basically a jumble of AI-rewritten text.
The investigation showed that some blog sites were completely dependent on AI, even getting their images generated using AI. This was visible due to some flaws in the illustrations.
After speaking to the creator of one such blog, an Italian marketing agency confirmed they used an AI tool for content creation. They asserted that their process respects IP, though their attribution practices were very less, often limited to a single hyperlink at the end of an article.
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Google Yet To Address The Issue
When the outlet reached out to the company, Google declined to comment on specific websites but reiterated that their updated spam policies prohibit creating low-value, unoriginal content to rank well on Google. Google’s spokesperson, Meghann Farnsworth, noted that Google takes action against sites globally that violate their policies.
The company’s spam policies explicitly mention that sites copying content from other sources, slightly modifying it, and republsihing it are considered abusive scraping. Despite this, Farnsworth did not confirm whether the blog violated these policies or if it would be de-ranked in Google News results.
For people creating original content, protecting their work remains challenging. Andrew Boyd, a consultant at the online link-building services Forte Analytica, expressed the frustration within the industry. He noted the sudden changes in the company’s algorithm can drastically reduce website traffic, leaving publishers with no recourse.