Google has announced new changes to its search ranking algorithms aimed at improving the quality of content that appears in search results. The company says these updates will help surface genuinely helpful information while demoting low-quality spam and AI-generated content.
The search engine is now better able to identify and downrank websites that merely summarize or repackage content from other sources. This tactic is sometimes used in an attempt to game Google’s ranking system through Search Engine Optimization (SEO). However, it is increasingly being done by AI text generation tools like ChatGPT.
Google states it has measured reductions in “unhelpful content” appearing in search of up to 40% as a result of these changes. The company is also taking steps to counteract tricks and manipulative practices used by some to artificially boost their search rankings.
While Google’s search algorithms are constantly being tweaked and updated, these particular changes represent more substantive efforts to maintain a high caliber of content in its search results. They signal Google’s stance against spammy, low-quality websites as well as the emerging challenge of AI-generated text flooding the web.
“There are always people trying to manipulate their way to the top of Google results,” said Pandu Nayak, a VP of search at Google. He acknowledged that completely eliminating such behavior is an ongoing challenge, but emphasized Google’s commitment to combating it.
By publicly announcing these initiatives, Google is putting web admins and creators on notice about unacceptable practices. The search giant aims to foster an internet ecosystem that uplifts authentic, high-quality content rather than rewarding cheap tactics to game the system.
