Google's latest update and charge against AI content

Google's latest update and charge against AI content

By Adam Hallas

Director, Marketing Analytics

Last week, digital marketers and SEO professionals gathered at PubCon, eager to gain insights into the latest trends and strategies shaping the industry. Little did we know, Google had a surprise in store for us—a major algorithm update that would shake up the search world. While the initial release of the update seemed uneventful, it soon became apparent that Google was taking aim at a specific target: AI-generated mass-produced content.

Google's latest algorithm update was far from a routine tweak; it was a deliberate strike against the proliferation of AI-generated content flooding the web. Recent advancements in artificial intelligence have facilitated the automated creation of vast quantities of content, often lacking in quality and relevance. Google's search engine results pages (SERPs) began to resemble a battleground littered with spam sites peddling "Top ten things..." lists and shallow, mass-produced content designed to drive clicks.

For attendees at PubCon, the timing of the update couldn't have been more fitting. As we exchanged insights and strategies to navigate the ever-evolving world of AI marketing, Google was quietly reshaping the search landscape in real-time.

The below points are obvious but sometimes we lose sight of the golden rule. I had a friend in college that would always stand in front of the freshmen and recite: “There are only three things you need to do to graduate. Go to class. Do the homework. Take the test. Thats it”.

Think of the below as your freshman mantra. Things to keep in mind that will make your content “ding” proof:

 Prioritize Quality Over Quantity: Rather than churning out mass-produced content, focus on crafting high-quality, original content that delivers genuine value to your audience.

 Infuse Personality and Authenticity: Humanize your content by imbuing it with personality, expertise, and authenticity. Share real stories, insights, and perspectives that resonate with your audience on a personal level. Remember, AI-generated content lacks the depth and nuance that comes from genuine human experiences.

 Diversify Your Content Strategy: Expand beyond traditional keyword-focused or long-tail phrases. Consider the entire consumer journey and engage your audience in meaningful conversations through your content. Building a connection with your users should be the cornerstone of your content strategy.


Google's timely algorithm update at PubCon served as a stark reminder of the ever-present threat of AI-generated content to the integrity of search results. As content creators and website owners, it's imperative to prioritize quality, authenticity, and relevance in our content efforts. By doing so, we can ensure that our content not only survives but thrives in an increasingly competitive and topsy turvey SEO world.