So I was sipping my morning coffee, flipping through posts on LinkedIn, and I saw AI-generated content was all the rage. My feed was on fire with marketers and SEOs debating if Google finally put the hammer down on large scale automated pages.
Then I saw a post from Aleyda Solis referencing John Mueller, Google’s Senior Search Analyst, speaking at Search Central Live in Madrid. John said Google now tells its quality raters to watch out for pages with main content created with AI and if it looks like there’s no value added it can get a Lowest rating.
My first thought? Wow, that’s big. As someone who’s been in the SEO game for years I could see this changing everything we do for content moving forward. So I dug into the official Search Quality Rater Guidelines (PDF) to see what was up.
Here’s the breakdown of everything I learned—along with my take on why this matters for anyone doing SEO right now.
Quick Summary of What’s New
1. Generative AI Gets a Mention
Google has officially defined “Generative AI” in the guidelines. This is the first time I’ve seen them talk about it so openly. Essentially they acknowledge it can be useful but it can also be abused.
Why it matters: I’ve been using tools like ChatGPT to help with content ideation. However if you’re just pumping out articles with zero human insight you’re opening yourself up to scrutiny. Google wants to see effort, expertise and real value—no matter the tool you use.
2. New Spam Definitions Around AI
What caught my eye was the updated section on spam. They’ve added Scaled Content Abuse where hundreds (or thousands) of pages are published automatically with minimal editing.
- Expired Domain Abuse: If you grab an expired domain and stuff it with junk just for link equity Google’s coming for you.
- Site Reputation Abuse: Publishing content on big authority sites just for a ranking boost—no real value.*
- Scaled Content Abuse: Automated or AI-driven content churned out at high volume with little originality.
- MC Created with Little to No Effort: If almost all your main content is obviously AI-generated or paraphrased from other sites you’ll get a Lowest rating.
What this means for SEO: Google isn’t anti-AI; they’re anti-lazy content. If you lean heavily on AI, think about injecting human stories, original data or practical examples. That’s how you avoid these spammy labels.
3. Low vs. Lowest: Where’s the Line?
This was interesting: Google now draws a clear line between a page that gets a Low rating versus the dreaded Lowest rating.
- Low Rating: Some reused content but at least minimal effort to make it unique.
- Lowest Rating: Practically everything is copied, paraphrased or auto-generated with zero added value.
I like to think of it this way: Are you doing the bare minimum or are you actually providing something fresh? One or two quotes from another site is fine as long as you add commentary or additional insights.
4. ‘Filler’ Content is the New Evil
Google is now calling out “filler” content—basically fluff that inflates your page length but adds no real substance. You know the kind: the endless preamble that dances around the actual topic.
Pro Tip: From an SEO standpoint if a user lands on your page and sees 700 words of fluff before they get what they need they’re going to bounce. That bounce tells Google “Hey this page doesn’t satisfy user intent” and your rankings can suffer.
5. Exaggerated or Misleading Claims? Beware.
Finally Google is cracking down on sites or authors who overstate their credentials or make grandiose claims. If there’s a big disconnect between what you say you can do and what you actually show you might get a Low rating (or worse).
My two cents: People talk about E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) all the time. Don’t say you’re the world’s leading expert if you can’t back it up with real data, portfolio examples or testimonials.
Why Does This All Matter for SEO?
Now, let’s talk strategy—because if you’re like me you want to know how to keep or improve your rankings in this ever-changing SEO landscape.
- Human+AI is the Winning Combo
I’ll be the first to say AI is here to stay. It speeds up research, helps outline content and can spark fresh ideas. But the final product has to be your own. Edit, refine, add personal stories, examples and nuance that an AI wouldn’t know. - Be Selective With Your Topics
Instead of churning out 50 mediocre articles a week, focus on producing a handful of high-quality, in-depth pieces. This shift can significantly boost user engagement (like time on page, shares, backlinks) which feeds back into better search visibility. - Showcase Your Expertise
Share actual projects, case studies or real-life success stories. If I claim I’ve “transformed a client’s online presence” I like to include stats or mention how their traffic soared 380% (like I did in my early campaigns) so readers know I’m not just blowing smoke. - Keep an Eye on UX and Layout
Don’t bury your gold under mountains of ads or filler text. Let’s face it: if a user can’t quickly find what they came for they’ll bail—and Google tracks these signals.
Sources & References
- Search Central Live — Where John Mueller initially discussed these changes.
- Google’s Official Search Quality Rater Guidelines (PDF) — The full scoop on the rating criteria.
- LinkedIn Post by Aleyda Solis — Sparked the conversation around these updates.
My Final Word to Fellow Content Creators
Honestly I’m glad Google is dialing up the focus on quality. It levels the playing field for genuine creators who pour effort and expertise into their pages. Don’t see these guidelines as a threat—see them as motivation to refine your craft.
If you’ve been leaning too hard on AI without adding a human touch now’s the time to adapt. The name of the SEO game in 2025? Authenticity, user-centric content, and a healthy respect for Google’s guidelines. That’s how you’ll keep ranking and keep your audience happy.
(This article is written by Jorge Argota, Legal Marketing, Jorge Argota)
