Google launches spam update to combat AI content manipulation

Image credit: Search Engine Journal

Google launched a new spam update on June 24, implementing policies to counter the manipulation of generative artificial intelligence responses within its Search results.

The update represents a significant policy shift for search engine optimization (SEO) regarding content generated or influenced by AI, according to industry observers.

John Mueller, a Google Search Advocate, clarified that AI impressions in Search Console are counted when links appear directly in AI Overviews or AI Mode. However, he noted that links initially hidden within these AI features only register an impression once a user actively expands them.

Data from Advanced Web Ranking for the first quarter of 2026 indicated an increase in desktop click-through rates (CTR), while mobile CTR for the top search position saw a decline of 2.2 percentage points.

Brendon Kraham, a Google representative, stated that the company does not evaluate third-party SEO tools or vendors. Kraham emphasized that these external tools lack access to Google’s internal metrics, making their assessments unofficial.

Separately, Similarweb reported that 55.9 percent of downstream traffic originating from a ChatGPT recommendation arrives via branded search. This metric suggests that AI recommendations significantly influence brand demand and user search behavior.

The new policies against AI manipulation are expected to redefine SEO strategies for content creators and marketers globally, particularly in the United States where Google dominates search.

Shushrita M. and Nicola Agius from Reach PLC, along with SEO experts Aleyda Solís of Orainti and Cyrus Shepard of Zyppy SEO, have discussed the implications of these changes.

Source: Search Engine Journal