Google is intensifying efforts to enhance its Search functionality by introducing new measures to combat unhelpful and spammy content. Commencing in March, adjustments to the ranking system will target content quality, while from 5 May, Google will penalise third-party content created primarily for boosting rankings.

This shift will require adaptation from website owners, publishers, and SEO experts as the updates introduce improved quality ranking and anti-spam measures. Notably, Google will combat spam through three policies: targeting expired domain misuse, automated content generation, and manipulation of site reputation.

Google anticipates a 40% reduction in low-quality and unoriginal content in search results. These measures aim to ensure Search results prioritise helpful and reliable information, aligning with Google's commitment to providing users with valuable content.

Why does it matter?

In recent months, there has been growing dissatisfaction with the quality of Google search results. Studies have noted a decline in the overall standard of web content, and as AI-generated content proliferates online, search engine results are likely to deteriorate further. While these updates suggest that Google acknowledges the deficiencies in its search algorithms, their effectiveness in restoring the company's ability to uphold the integrity of its search results in the face of evolving challenges remains uncertain.