Google’s last core update directly targeted generative AI spam, so can marketers still use generative AI to create content? In short, yes.
The new core update focuses on removing search spam. Google is targeting sites that use generative AI to mass produce low-quality content. Marketers can still use ChatGPT to write content, but they shouldn’t publish the raw output of those tools, according to Lily Ray, Amsive’s vice president of SEO strategy and research.
The new core update is really good news for marketers using generative AI responsibly. Marketers who use generative AI to analyze or improve existing content, generate FAQs and create drafts are in the clear with this update, Ray said. However, there is a chance that marketers who use generative AI responsibly will be affected in the short term as Google refines its algorithm, warned Michael King, founder and CEO of iPullRank, but they probably won’t be affected long-term.
“If you’re doing something bad, you should probably stop doing that bad thing,” King said in reference to the content mills being targeted in this update.
“There are a lot of people who call themselves SEOs, and I think of them more as scammers,” Ray said. But some reputable vendors have also been using ChatGPT to cut corners in favor of increasing production volume, and that will have to stop, he said.
Marketers who already follow Google’s guidelines do not need to take action. These marketers will benefit from Google’s spam targeting, leaving room for quality websites to rise to the top of search results.
What types of spam will Google’s core update target?
Low-quality content at scale: This is the generative mass of AI spam created by chatbots without human editing or cleaning. Abusing Site Reputation: Many reputable sites have subdomains that they use to build affiliate links in order to leverage SEO for sponsorship money without reviewing the content. Expired Domain Abuse: This happens when someone buys an abandoned, high-ranking domain to post low-quality content on.
It’s unclear whether Google can actually detect AI-generated content. But it can identify content that abstracts existing content and websites that create content at an unreasonable scale. Here’s how Google can target mass-produced generative AI content.
There is another advantage. Google’s update will also give paid search ads a boost. US search ad spending will rise 12.4% to $127.84 billion this year, according to our October 2023 forecast. With Google losing share as more search spending comes from online media detail, the company must retain as much investment in search advertising as possible. That starts with healthy search results. “That’s how they make their money,” Ray said. “I was surprised how long this took, but I’m really excited to see it get started.”
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