Google updates its advice on AI-written content
On 1 October 2026 Google revised its Search guidance on using generative AI to create content, drawing on its Search Quality Rater Guidelines. AI-written pages aren't banned, but pages churned out in bulk without adding anything are a spam problem. Here is what changed and what it means for your site.
Last updated · By the XKey team
What changed?
Google's page on using generative AI content was rewritten using material from the Search Quality Rater Guidelines, the handbook Google gives to the people who rate its search results. The page now points to the raters' guidance on scaled content abuse (section 4.6.5) and on main content made with "little to no effort". Google also notes that the guidelines "are not a guide to ranking first in Google" and that raters' scores don't directly change rankings.
What does Google say about AI content?
- AI can help. Google says generative AI can be useful for researching a topic and adding structure to original content.
- Bulk pages are the risk. Using AI tools to make many pages "without adding value for users may violate" its spam policy on scaled content abuse.
- Check everything. Google says "it is critical to manually factcheck and review all AI-generated content" – including titles, meta descriptions, structured data and image alt text – because AI models predict likely words rather than look up facts.
- Say how you used it where readers would expect to know. Online shops using AI-written product data must label it in Merchant Center.
What does it mean for a small UK business?
Using AI to draft a page you then check and improve with your own knowledge is fine. The danger is publishing lots of AI pages nobody has read – 50 "best plumber in [town]" pages, or blog posts that repeat what every other site already says. Google's spam updates are built to find exactly that pattern, and one bad batch can hold back a whole site.
Before you publish an AI draft, add what only you know: real prices, photos of your own work, local details, what customers actually ask. Check it isn't too close to other pages with the plagiarism checker, and use the SEO content editor to compare it with pages that already rank. Our guides to E-E-A-T and writing SEO content explain what Google looks for.
Sources
More SEO news
Google's September 2026 spam update has finished rolling out
Google's September 2026 spam update finished rolling out on 8 October after two weeks. What it targeted, how to tell if it hit your site, and what to do.
CMA proposes yearly search choice screens, open to AI assistants
The CMA has proposed yearly search engine choice screens on Android and Chrome in the UK, open to AI assistants. What it means for being found online.
Search Console's AI report and AI opt-out are now available to every site
Google's Search Console now shows how your pages appear in AI Overviews and AI Mode, with a toggle to opt out. Tested in the UK first, now worldwide.
Run a free SEO check now
About 50 checks covering Google, AI search, speed, security and local SEO. No sign-up.
Want the fixes done for you? XKey is made by IceWork, a web studio in Blackpool. IceWork builds fast, search-ready websites – a 3-page site including domain and a year's hosting is £350 all in.