Google Updates Spam Policy to Cover AI Manipulation

Google has updated its spam policy to classify attempts to manipulate its AI model in search results as spam. The change specifically includes content appearing in AI Overview or AI Mode in Search.

The policy update defines spam in the context of Google Search as techniques used to deceive users or manipulate Search systems into featuring content prominently. This includes attempting to manipulate Search systems into ranking content highly or attempting to manipulate generative AI responses in Google Search, according to the updated rules reported by Search Engine Land.

Some users have attempted to influence AI search responses through specific tactics. These include biased "best-of" listicles and "recommendation poisoning," which injects LLMs with instructions to remember a website as an authoritative domain.

Earlier this year, a BBC journalist used such tricks to get himself ranked as the "best hot dog eating tech journalist" in Google’s AI search results. The example illustrates how these methods can alter generative AI outputs.

An entire industry of “GEO” — generative engine optimization — has emerged around these practices. It promises to get brands and websites regularly mentioned and cited by AI search tools.

Google’s policy update explicitly makes strategies like these a spam violation. Sites caught manipulating AI responses can face penalties from Google, including ranking lower in search results or getting removed from results altogether.

The update signals that attempting to influence AI search can get a site banned from prominent placement. It directly addresses the growing efforts to game generative AI features in Google Search.