Google’s New Search Rules Are In – What Content Still Ranks

Google’s recent updates make one thing clear: focus on quality. In late 2023 and early 2025, Google refreshed its Search Quality Rater Guidelines (QRG) and its AI/spam policies, all aimed at ensuring search results stay helpful for people. In practice, that means business content still needs to be original, authoritative, and user-centric. Low-value “mass-produced” or spammy pages will get buried. Let’s unpack the key changes and what works now.

What’s Changed in Google’s Search Rules

Google regularly updates its guidance for raters and its ranking systems. In November 2023, the QRG was tweaked to simplify rating scales and examples. For instance, Google “simplified the Needs Met scale definitions, added guidance for… modern [content formats] such as short form video, [and] expanded rating guidance for forum and discussion pages”. In other words, raters see more modern examples (videos, Q&A forums, etc.) and clearer rating criteria.

A January 2025 update went further, especially on spam and AI content – adding new sections about “generative AI,” “scaled content abuse,” and “filler content.” Google explicitly aligned its lowest-quality page ratings with its spam policies.

Importantly, these QRG changes don’t directly lower your rankings. Raters evaluate Google’s algorithms, not your site. But they signal how Google thinks about content. Google emphasizes that raters (and thus algorithms) focus on “content that is helpful for people”.

In short, the rules have been fine-tuned for clarity, but the core message remains: create content that meets user needs.

Quality Over Quantity: The E-E-A-T Principle

From Google’s perspective, how content is made (AI vs. human) matters far less than what content delivers. The company states it “rewards original, high-quality content” that shows strong E‑E‑A‑T (Experience, Expertise, Authoritativeness, Trustworthiness). This has always been true, but Google has reiterated it as AI tools became widespread.

Google’s guidance is consistent: any content generated “with the primary purpose of manipulating search rankings” is against its spam rules. Conversely, properly-used AI that adds value is allowed. Danny Sullivan (Google Search Liaison) noted in a 2023 blog that “using AI doesn’t give content any special gains. It’s just content. If it is useful, helpful, original, and satisfies aspects of E‑E‑A‑T, it might do well in Search”.

The takeaway: AI isn’t magic. It won’t help poor content rank, but it won’t hurt a good article either. The same high bar of quality and usefulness applies.

In practice, businesses should continue to showcase expertise and trust signals. Pages with clear authorship, credentials, and accurate information still win. Google even points creators to its “helpful, people-first content” guidelines. In other words, focus on solving real user problems, whether you write it yourself or with an AI assistant – just ensure the final result truly helps the reader.

Spam Crackdown: No Shortcuts Allowed

Alongside content guidelines, Google’s spam policies and algorithms have gotten tougher. In March 2024, Google released both a core ranking update and updated spam rules to cut down on junk content. The results? Google reports about 45% fewer “low-quality, unoriginal content” results on Search after the update.

Key actions include:

• Algorithm improvements: Google enhanced its core ranking systems to “surface the most helpful information on the web” and spot pages “created for search engines instead of people”. This means that sites built solely to match queries (think doorway pages or keyword-stuffed filler) will see less visibility.
• Spam policy updates: Google published new policies ahead of enforcement (May 2024) targeting abusive practices. For example, “scaled content abuse” is now a red flag: basically, pages that are mass-produced at scale to boost search ranking (whether by AI or armies of cheap writers). Content that pretends to answer popular queries but delivers little value is deemed spam.
• Other spam types: Google is also cracking down on “site reputation abuse” (third-party low-quality posts riding on a good domain) and “expired domain abuse” (buying old domains to host spam). While these are niche, the pattern is clear: Google won’t tolerate trickery to game rankings.

Overall, the new rules make it clear that uniqueness and value matter more than ever. Generic content farms, copied articles, or automated farms of thin pages are likely to be filtered out. Instead, content should demonstrate effort and expertise.

What Content Still Ranks

So, in light of these updates, what kinds of content will Google reward?

The answer is the same as it always has been: content that genuinely helps your audience. For businesses, this means:

• In-Depth Guides and Articles: Well-researched blog posts or whitepapers that thoroughly answer customer questions can still rank well. For example, a detailed how-to guide or an industry insights article (written for users, not just for SEO) is encouraged.
• Expert Opinions and Research: Content that showcases your team’s expertise – such as case studies, reports, or commentary – signals authoritativeness. When your content clearly comes from someone experienced, it aligns with the E‑E‑A‑T focus.
• Practical FAQ/Help Content: Pages that directly resolve user problems (like comprehensive FAQs, troubleshooting tips, or step-by-step procedures) fit the “helpful, people-first” mold. These tend to meet search intent fully, which Google rewards.
• Rich Media (with substance): Videos, infographics, or interactive tools can still rank, provided they add real value. For instance, a video tutorial with clear explanations, or an interactive calculator that solves a problem, can be beneficial. The key is that these formats must complement the content; they should enhance understanding, not just fluff the page.
• Up-to-Date and Accurate Info: Freshness can matter, especially for time-sensitive topics. Regularly updating content and citing credible sources builds trust. If your content gets outdated, users and raters alike will notice.
• User Experience: While not directly about content type, good UX supports content quality. Fast-loading pages, clear navigation, and mobile-friendliness help users engage with your content (and Google notes user experience as a factor).

In short, any content still ranks if it’s high-quality, original, and user-focused.

Avoid thinking in terms of “AI vs. human”. Ask yourself: does this piece genuinely help my customer better than what’s already out there? If the answer is yes, it’s on the right track.

Businesses should not chase algorithm tricks. Keyword stuffing, hidden text, or auto-generated filler are surefire ways to hit Google’s spam radar. Instead, invest in clear, honest content that reflects your brand’s expertise.

As Google itself put it, content should be “helpful for people when using Search”. By following that principle, you align with the new rules and will see your content perform well.

Key Takeaways for Your Content Strategy

• Google’s recent updates continue to emphasize people-first, high-E-A-T content. Quality tops all else.
• AI-generated content isn’t banned, it just isn’t a shortcut. Use AI tools responsibly (for idea generation or drafting), but always refine the output to add real value.
• Google’s spam crackdown means mass-produced and/or low-value pages won’t rank. Don’t publish lots of templated or thin articles expecting a boost.
• Focus on content formats that suit your audience: detailed blog posts, instructional videos, FAQs, etc., as long as they are well-crafted and useful.
• Continuously audit and update your content. Remove outdated information and improve posts that aren’t meeting user needs.

By aligning with these updated guidelines and policies, your business can create content that meets Google’s new standards, and that means it will still rank well in search results.

As Google’s own advice suggests, “original, high-quality content” that truly helps users is the best way to stay on Google’s good side.

Build Your Content Strategy with Pink Dog Digital

At Pink Dog Digital, we specialize in helping businesses craft fully integrated digital strategies that don’t just attract attention—they drive results. From boosting visibility with social and search to closing sales with paid media, we know what it takes to build a content strategy that converts.

Some of our services include:

• Digital Advertising
• Social Media Management
• Content Creation
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• Web Design

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