Google Is Finally Trying to Kill AI Clickbait

Google is taking action against algorithmically generated spam. The search engine giant just announced upcoming changes, including a revamped spam policy, designed in part to keep AI clickbait out of its search results. “It sounds like it’s going to be one of the biggest updates in the history of Google,” says Lily Ray, senior director of SEO at the marketing agency Amsive. “It could change everything.

This type of behavior predates the AI boom, but with the rise of text-generation tools like ChatGPT, it’s become increasingly easy to churn out endless articles to game Google rankings. The spike in domain squatting is just one of the issues that have tarnished Google Search’s reputation in recent years. “People can spin up these sites really easily,” says SEO expert Gareth Boyd, who runs the digital marketing firm Forte Analytica. “It’s been a big issue.

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