Google Search Is Broken

May 10, 2024

ChatGPT and other generative AI engines have screwed up search engines, including the all-powerful Google. The Blaze article, “Why Google Search Is Broken” explains why Internet search is broke, and the causes. The Internet is full of information and the best way to get noticed in search results is using SEO. A black hat technique (it will probably be considered old school in the near future) to manipulate search results is to litter a post with keywords aka “keyword stuffing.”

ChatGPT users realized that it’s a fantastic tool for SEO, because they tell the AI algorithm to draft a post with a specific keyword and it generates a decent one. Google’s search algorithm then reads that post and pushes it to the top of search results. ChatGPT was designed to read and learn language the same way as Google: skin the Internet, scoop up information from Web sites, and then use it to teach the algorithm. This threatens Google’s search profit margins and Alphabet Inc. doesn’t like that:

“By and large, people don’t want to read AI-generated content, no matter how accurate it is. But the trouble for Google is that it can’t reliably detect and filter AI-generated content. I’ve used several AI detection apps, and they are 50% accurate at best. Google’s brain trust can probably do a much better job, but even then, it’s computationally expensive, and even the mighty Google can’t analyze every single page on the web, so the company must find workarounds.

This past fall, Google rolled out its Helpful Content Update, in which Google started to strongly emphasize sites based on user-generated content in search results, such as forums. The site that received the most notable boost in search rankings was Reddit. Meanwhile, many independent bloggers saw their traffic crash, whether or not they used AI.”

Google wants to save money by offloading AI detection/monitoring to forum moderators that usually aren’t paid. Unfortunately SEO experts figured out Google’s new trick and are now spamming user-content driven Websites. Google recently signed a deal with Reddit to acquire its user data to train its AI project, Gemini.

Google hates AI generated SEO and people who game its search algorithms. Google doesn’t have the resources to detect all the SEO experts, but went they are found Google extracts vengeance with deindexing and making better tools. Google released a new update to its spam policies to remove low-quality, unoriginal content made to abuse its search algorithm. The overall goal is to remove AI-generated sites from search results.

If you read between the lines, Google doesn’t want to lose more revenue and is calling out bad actors.

Whitney Grace, May 10, 2024


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