In January 2025, Google updated its Search Quality Rater Guidelines (QRG), introducing significant changes that impact how content is evaluated, particularly concerning AI-generated material. These revisions underscore Google’s commitment to ensuring that content provides genuine value to users, regardless of its origin.
Before we delve into this, it’s important to note, Google has indicated that the appropriate use of generative AI can be beneficial for content creation. Its focus is on rewarding high-quality content, regardless of whether it is produced by humans or through automation, including AI. The key is that the content should demonstrate expertise, experience, authoritativeness, and trustworthiness (E-E-A-T). – 9to5Google.
Introduction of Generative AI definition
For the first time, Google has incorporated a definition of Generative AI within the QRG. According to the guidelines, Generative AI refers to machine learning models capable of creating new content, such as text, images, music, and code, based on learned examples. While acknowledging the utility of Generative AI in content creation, Google cautions against its misuse, emphasising that the quality and originality of content remain paramount. Search Engine Roundtable
Expanded spam definitions
The updated guidelines have reorganised and expanded their definitions of spam, introducing new categories to address emerging concerns: Digital Marketing Desk
- Expired Domain Abuse: This occurs when expired domain names are purchased and repurposed primarily to benefit the new owner by hosting content that offers little to no value to users. Marie Haynes
- Site Reputation Abuse: This involves publishing third-party content on a host site mainly because of the host’s established ranking signals, aiming to exploit the site’s reputation for better content ranking. Marie Haynes
- Scaled Content Abuse: This pertains to creating numerous pages with minimal effort or originality, often using automated tools like Generative AI, resulting in content that adds little to no value for users. Search Engine Roundtable
Assessment of AI-Generated content
Google now directs its quality raters to be vigilant about pages where the main content is created using automated or Generative AI tools. Such content may receive the lowest quality rating if it is copied, paraphrased, embedded, or reposted with minimal effort, originality, or added value for visitors. The guidelines specify that the mere use of Generative AI does not automatically determine content quality; rather, the focus is on the effort, originality, and value the content provides. Search Engine Roundtable
Distinction between low and lowest quality ratings
The revised guidelines clarify the difference between ‘Low’ and ‘Lowest’ quality ratings:
- Low Quality: Assigned when some main content is reused but shows at least minimal effort to curate or modify it.
- Lowest Quality: Given when almost all main content is copied or paraphrased with no effort or added value.
This distinction aims to help raters more accurately evaluate the quality of content based on its originality and the effort invested in its creation.
Introduction of ‘filler’ content
A new section addresses ‘filler’ content—low-effort, low-relevance material that may visually dominate a page without supporting its purpose. Such content can artificially inflate a page’s appearance, making it seem richer than it is, thereby detracting from the user experience. Even if not harmful, filler content can lead to a low-quality rating if it hampers access to genuinely helpful material. Marie Haynes
Stricter stance on exaggerated or misleading claims
“If you find the information about the website or the content creator to be exaggerated or mildly misleading, the Low rating should be used.”
The guidelines now explicitly target exaggerated or mildly misleading claims about a website or content creator. Deceptive information, such as inflated credentials or manufactured expertise, can warrant a low-quality rating.
Raters are advised to base their assessments on the main content itself, verifiable credentials, and reputable external information, rather than solely on the claims made by the content creator. Marie Haynes
Conclusion
Google’s January 2025 update to the Search Quality Rater Guidelines reflects its ongoing effort to adapt to the evolving digital landscape, particularly with the rise of AI-generated content.
By emphasising originality, effort, and user value, these changes aim to ensure that content creators focus on delivering high-quality, authentic material. As the digital environment continues to evolve, adhering to these principles will be crucial for maintaining visibility and credibility in search results.