Google vs. Spam: Is AI-generated content at risk?

Google recently dropped one of its biggest spam updates yet – shaking up rankings, potentially penalising AI-generated content at scale and redefining what qualifies as spam. If your site saw a dip in traffic or noticed wild ranking fluctuations, you’re not alone. This update marks a shift in how Google detects and deals with low-value, mass-produced content.

So, what does it mean for AI-generated content? And what should your content strategy look like going forward? Let’s break it down.

What was the Google spam update 2024?

Google wrapped up its latest spam update at the end of December 2024, and this one hit hard. Unlike previous spam updates that focused on link spam, this was a broad update affecting sites across all languages and regions. Many believe the December 2024 spam update was one of Google’s biggest crackdowns yet.

Google’s AI-driven spam prevention system, SpamBrain, has become sharper at identifying low-value content. Weeding out spammy, manipulative tactics and elevating useful, high-quality content.

The fallout: What happened after the update?

If you saw rankings drop or traffic take a nosedive in Search Console, you’re not alone. The update triggered widespread volatility, with many sites penalised.

If you felt the impact of this update, you likely saw:

• Ranking drops in Google Search Console
• Traffic declines, especially for AI-heavy sites
• Increased volatility in search engine results
• Large publishers penalised for hosting unchecked third-party content
• Lower search visibility for mass-produced content

Adding to the chaos, the rollout coincided with the festive season – an already unpredictable period for website traffic.

Google’s evolving spam policies: A tougher stance

Google has been tightening the reins on spam all year. This latest update follows multiple crackdowns in 2024, including the June Spam Update and the March Core Update, both of which aimed to reduce unhelpful content by 40%.

Key Google Algorithm updates this year targeted:

• Site reputation abuse – Hosting third-party content on trusted domains to manipulate rankings
• Expired domain abuse – Buying old domains to repurpose them for irrelevant or misleading content
• Scaled content abuse – Mass production of low-value AI-generated content

Google’s changes to their ‘scaled content abuse’ policy is what really caught our eye…

AI content & scaled content abuse: Where’s the line?

One of the biggest takeaways from this update? Google is cracking down on AI-generated content at scale – especially when it’s low-quality, repetitive, unoriginal or designed purely to game the algorithm.

So, does this mean AI content is dead? Not exactly – but mass-producing AI-generated pages without adding value is now a direct violation of Google’s spam policies.

Google defines scaled content abuse as mass-producing pages to manipulate rankings rather than help users. 

“Scaled content abuse is when many pages are generated for the primary purpose of manipulating search rankings and not helping users. This abusive practice is typically focused on creating large amounts of unoriginal content that provides little to no value to users, no matter how it’s created.” – Google

Some clear red flags for AI-generated content include:

• Using generative AI tools to create multiple pages without adding value for users or adding a human touch
• Scraping content from other sources to create multiple pages with little value
• Stitching together different pieces of content from other web pages without adding value or originality
• Launching multiple sites that follow the same low-effort content model
• Creating lots of pages where the content makes little or no sense to a reader but contains keywords

So AI content isn’t banned, but low-quality AI-generated content is. If you’re using AI as part of your SEO or content strategy, you need to ensure the content serves a purpose beyond just ranking in search. AI should enhance human expertise, not replace it.

Read on to find out how…

How do I recover from the Google spam update?

“Making changes may help a site improve if our automated systems learn over a period of months that the site complies with our spam policies” – Google

Google has made it clear: sites that improve their content and comply with guidelines may see rankings bounce back over several months. But that won’t happen without action. Here’s what you need to do:

1. Audit your content for spam signals

Start with a content audit. Review Google’s spam policies and identify any areas where your content might be crossing the line. Pay close attention to thin, repetitive or AI-generated pages that lack real value.

If you’ve unknowingly engaged in site reputation abuse or scaled content abuse, clean it up ASAP.

2. Prioritise quality over quantity

In the age of AI search, topical authority is more important than ever. By narrowing your focus and producing in-depth content within a specific niche, you can improve your search rankings and build trust with your audience by establishing yourself as an authoritative voice. 

To make things more efficient, use the 80/20 rule: 80% AI, 20% human expertise. AI can assist with research and drafting, but every piece should be refined by a human to ensure depth, clarity and originality.

“The real magic happens when you blend AI efficiency with human creativity. Get the tedious stuff done quickly so your team can focus on the bigger picture – brainstorming, strategising and unlocking your brand’s full potential.” – Ash, SEO expert and Agency Director

3. Strengthen your EEAT signals

Google values Experience, Expertise, Authority, and Trust (E-E-A-T), so invest in high-quality, human-verified insights.

Establish credibility through well-researched content, expert contributions and transparency. Thin or AI-heavy content? Add depth, personal expertise and unique analysis to boost its value.

One of our go-to tactics for pulling out real expertise is running Q&As with subject matter experts. Whether it’s a quick call or a simple doc for them to fill out, the insights we get are gold. We use them for quotes, social posts and – more often than not – they spark fresh ideas for new content themes. It’s a simple but powerful way to keep content grounded in real, human knowledge.

4. Give it time

Even after making changes, recovery takes time. Google’s systems will need months to recognise and reward improvements.

5. Seek professional guidance

If your rankings took a hit, expert help can make a difference. A structured SEO strategy ensures your content meets Google’s quality standards and stands the test of future updates.

If recovery feels overwhelming, SEO professionals can audit your site, identify issues and create a roadmap for regaining lost rankings.

The Bottom Line

Google’s latest spam update reinforces one message loud and clear: quality matters. AI-generated content isn’t off the table, but mass-producing generic, unhelpful content won’t cut it.

To stay ahead, focus on usefulness, originality and expertise – because when it comes to SEO, shortcuts don’t last.

If you need a helping hand in planning your future-proof content strategy in the age of AI, or mastering AI efficiency safely – we’re more than happy to have a chat. Get in touch. 

References

1. https://developers.google.com/search/updates/spam-updates
2. https://developers.google.com/search/docs/essentials/spam-policies 
3. https://blog.google/products/search/google-search-update-march-2024/ 

Author information

Emily, our content manager joined SeventhElement in 2018 and is behind the creative thinking and SEO content strategy that fuels our client projects.

Learn more about Emily