Google is taking an aggressive stance against artificial intelligence (AI)-generated content in its latest update to its search results page, potentially creating dangers for small business owners who rely on search engine automation. market to optimize your web pages.
Using its previous experiences in fighting spam or unhelpful search results, Google will soon begin removing pages that rely on a variety of search engine optimization (SEO) techniques to appear in irrelevant searches, according to an announcement posted earlier this month. “This update involves refining some of our core ranking systems to help us better understand if web pages are not useful, have a poor user experience, or if we feel they are built for search engines rather than for people,” the company said.
One of the main goals of this new update it’s marketing automation, or as Google called it, “content creation at scale.” Through AI or other means, many platforms have generated massive amounts of unhelpful content designed primarily to exploit the search algorithm rather than provide a service, negatively impacting the quality of the user experience. To address this issue and direct users to authentic human-created content more often, Google has begun de-indexing websites that have abused automation or SEO loopholes. Hundreds of pages with notoriously junk or unhelpful content have already done so been deleted of the platform’s search engine results page in the days following the ad, more likely to follow.
So what does this mean for small business owners? Since AI became accessible, many entrepreneurs have turned to automation to help them design web pages and digital content. Some platforms have implemented services, such as GoDaddy’s Airo, that can build entire websites with images and text based on just a few user inputs. Even Google has launched its own AI (Bard). Should business owners avoid these platforms now in light of the new Google update?
While Google is cracking down on AI abuse, spam, and SEO manipulation, that doesn’t mean every website that uses automation or follows best practices to appear in search results will be flagged for deindexing. However, while Google’s focus now appears to be on dealing with high-profile criminals, its aggressive new stance warrants caution for businesses large and small.
But instead of adopting new techniques, entrepreneurs should simply put more emphasis on tried and true methods of gaining traction online. The most effective digital content, the one that drives organic traffic, has always been authentic, consumer-focused and useful. Maintaining these standards is no longer a recommendation; it is now a requirement. Going forward, small business owners need to be intentional in their application of AI, automation, and SEO. Not only will this protect them from future more restrictive updates, but it will also be more effective at increasing engagement than any amount of spam.
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