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Our copywriter, Charlie, takes a look at what the latest Google Core Update means for your website.

Google recently announced its rollout of the new core update that plans to crack down on spam content currently listed on SERPs.

In this announcement, Google stated that they were improving their ‘quality rankings’, as well as improving on their spam policies.

In the week since this news was first published, many websites have ‘tanked’ and some have even been de-indexed entirely.

And there’s a theme for each website that has been negatively impacted… those publishing AI content.

Should you be panicking?

We don’t think so. Here’s why.

Google’s core update for March 2024: key takeaways

Here’s what we learned from Google’s announcement on March 5th:

  • It’ll take around a month to put this rollout in place, giving website owners a chance to review their content and make necessary changes

Throughout this rollout, Google makes note of AI generated content and how this will be targeted by the new policies.

Websites that make use of AI are in the firing line, with those relying on it entirely being ‘negatively’ impacted by this update.

This is what’s primarily worrying business owners. But it shouldn’t.

Spam filters in Google’s algorithm aren’t a new thing. They’ve been in place since 2022 at least, when the search engine first made attempts to reduce the amount of lazy, rushed content appearing high up on results pages.

If you don’t push out low quality, unoriginal content (often generated through the use of AI), your website is going to be fine.

Can AI still be used for content writing and copywriting?

You might be surprised at my answer, but AI can still play a part in your content creation process. Just don’t use AI generated content as your final content. AI is a great tool for content ideation.

AI has transformed how people create content; for better and worse. The better being using AI to help research, plan and structure your content.

Not only can they make, for example, writing a blog post more accessible, but they can be used to generate images from specific prompts. These can then be used in your marketing as well.

There’s a bigger picture to consider here, as Dr Anneke Schmidt explains:

What does Google’s March core/spam update mean for your site? And why is this move such a big deal? 🤓 👇

For context:

Google has issued manual actions to websites it believes are violating its spam policies – this includes so-called “content abuse” and seems to be targeting sites that manipulate search results via mass AI generation.

Affected sites are being removed from search results as we speak.

That’s dramatic for those concerned, and yes, as always, there will be some inevitable false positives.

But let’s look at the bigger picture here.

This may be the largest batch of manual actions Google has ever handed out for this kind of content manipulation.

It’s basically Google’s attempt at taking back control over the increasingly negative search quality narrative.

It confirms what many of us have been saying for months: AI is the single biggest threat to Google in the company’s history.

And here’s why:

⚠️ Careless use of AI can distort the truth, making users distrust Google and look elsewhere for information.

🔴 It affects Google’s reputation, leading people to alternative platforms like social media. (Not that social media is a model of truth, but it’s not trying to be).

📉 User engagement with Google is declining, with signs like increased bounce rates and fewer searches leading to purchases.

🌐 This shift in user behavior threatens Google’s long-term position as the go-to information source.

🤖 AI’s ability to create content en masse challenges Google’s efforts to maintain quality and relevance in search results.

So, don’t make yourself an enemy of Google by (over)using AI for full-fledged content creation to manipulate search results.

It’s great for guided research, data analysis, and streamlining repetitive tasks. But it’s rubbish at deep critical thinking and other higher-level cognitive skills.

Don’t strip your content of humanity and authenticity in an attempt to game the system.

The risks are too high – not just for your individual site but for everyone’s search experience as a whole.”

According to a recent Authority Hacker survey, 63% of people are concerned about how accurate AI content truly is.

When you write against Google’s content abuse policies, you risk your content being unranked and deleted from search engine listings.

So where does that leave the use of AI in content creation circles?

You can still use AI tools – you just need to use them properly

We mentioned tanked websites above. These websites relied heavily on AI generated content and put little other thought or effort into their writing.

This is exactly what Google wants to get rid of.

If you’re worried your use of AI will mean your website will suffer the same fate, we’re here to put your mind at rest.

AI tools can still be used! They just can’t be used for total content generation.

An AI interface like ChatGPT can help you to generate a brief or an outline, but they can’t write a 1000+ word blog post for you.

You need to write your own content.

If you’re worried you’re incapable of creating long form content in this manner, you can work with someone who can help you write it.

The AI tools you enjoy can stay, but only if you’re using them to plan.

They’re not a solution to your content woes. You can check out a recent blog post from TJ Creative that expands on this right here.

If you’d like to further discuss the future of your content creation, send us a message.

Got a question for us?

We’re just an email, call, text or social message away!

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