Google has announced new changes to its ranking systems in search in an effort to combat “crappy content” and improve search results. The company aims to surface good content and hide the worst and most cynical stuff on the web. Google acknowledges that there are always people trying to manipulate their way to the top of search results, and it constantly makes changes to its ranking algorithms to address this issue. However, the changes being announced now are significant and could have a meaningful impact on users’ search experience.
Pandu Nayak, a VP of search at Google, explains three examples of spammy behavior that the company intends to downrank. The first is content at scale, where websites create thousands of low-quality articles a day using low-paid contractors or AI generators. The second is “site reputation abuse,” where otherwise respectable websites rent out part of their site for spammy nonsense. The third is “expired domain abuse,” where someone buys an abandoned but high-ranking domain and fills it with poor-quality content that quickly rises to the top of search results.
To address site reputation abuse, Google is giving websites 60 days to stop engaging in this behavior before implementing ranking changes. However, the changes for the other two spammy behaviors will take effect immediately. Google recognizes that it has a spam problem and is determined to shut it down. The company believes that a healthy, high-quality ecosystem is at stake when spammers and low-quality content creators gain control of ranking.
While Google is taking steps to combat spammy behavior, it acknowledges that the issue of AI-generated content is still a challenge. As Google increasingly relies on AI for its search engine, it must grapple with questions about what AI-generated content means, who wants it, and how it should be ranked. This poses internal headaches for Google as it strives to bring AI to everyone while also protecting the web from being overrun by low-quality content.
Despite the challenges, Google remains committed to finding good content on the web. The company has been signaling its intention to prioritize humans over machines and real content over clickbait. However, it acknowledges that there is still a long road ahead. Google’s fight against crappy content is ongoing, as there will always be new and sneakier ways for people to manipulate search results. Nevertheless, Google’s dedication to improving search results and combating spammy behavior is crucial for its reputation and continued success as a search engine.