While the highly anticipated Google Core Update didn’t materialize, some senior analysts on the Google Search team have been advising on various SEO-related subjects.
Such as applying caution when using AI-generated answers and explaining how ccTLDs can help with local SEO (for now)!
We also cover a report showing Google AI Overviews at a new low in search results and look at some interesting topics from around the web, such as Google’s Gary Illyes’s statement that robots.txt does not protect your website from unauthorized access and the new Google Business Profile AI tool that enables you to create a menu from an image.
SEO News (Week in-Review)
Google Repeats Advice On Not Using AI-Generated Answers
Google’s Gary Illyes advises checking authoritative sources against AI-generated answers when using large language models (LLMs).
Gary also explains how LLMs select suitable text relative to the question but admits the responses are only sometimes factually correct. Says publishers should base their content on factual knowledge and consider using the grounding technique to help increase an LLM’s factual accuracy.
Key takeaways:
- When using LLMs to rank on Search, Google advises publishers to create content based on real-world relevant knowledge.
- Google said, “LLMs find the most suitable words, phrases, and sentences that align with a prompt’s context and meaning to generate relevant and coherent responses. But not necessarily factually correct ones.”
- Gary reminds content creators that relevance and usefulness can come before authoritativeness when using LLMs.
Google’s Mixed Messages On Using Country Code Top-Level Domains
In the July SEO Office Hours podcast, Gary Illyes answered questions about why Google gives sites using country-level domain names a ranking preference.
During the podcast, Gary confirmed that ccTLDs can rank better in Search results than non-country domains because Google promotes content relative to the local user.
However, in the last Google Search Off The Record podcast about internationalization and hreflang implementation, Gary revealed that ccTLDs might soon lose that rankings boost!
Key takeaways:
- Google says because Search promotes content relative to the local user, ccTLDs rank better than non-country domains.
- .com domains can still do well, but generally, ccTLDs have more benefits.
- Google says the ccTLD ranking benefit will fade within a year.
- Site owners using ccTLDs might experience ranking problems if Google removes their SEO value.
Google Updates Search Algorithm To Combat Elicit AI Deepfakes
Google announces a new search algorithm update to tackle explicit deepfake non-consensual content, including artificially generated images and videos.
Google says its latest update aims to reduce deepfake by recognizing terms that evoke a deepfake response and instead providing an authoritative and approved source.
Google reason for the change:
- These changes are significant updates to our protections on Search, but there’s more work to do to address this issue, and we’ll keep developing new solutions to help people affected by this content.”
Key takeaways:
- Google’s algorithm update removes the original fake content from Search and scans the web to remove any remaining duplicates.
- The update will reduce deepfake content visibility by intercepting search queries that could return non-consensual explicit results.
- Google will penalize websites using fake explicit imagery by reducing their search rankings.
Google Reduces AI Overviews Responses In Search To New Low
A Newzdash study that examined over 10,000 trending keywords in various news categories to determine how often AI Overviews appear shows a steep decline since its release in May 2024.
The 9-week study reports that AI Overviews appear in under 4% of search results, down from 83%, and that percentage fluctuates widely between search categories, with hard news stories showing 0% AI summaries.
Key takeaways:
- The prevalence of AI overviews varies significantly in different news categories.
- Google avoids AI Overview summaries for hard news topics where timelines and proven facts are essential.
- News organizations and sports were the least cited by AI Overviews.
- Google suggests publishers create high-quality content that AI summaries consider reliable sources.
From Around The Web
New Google Business Profile AI tool creates a menu from an image
Claudia Tomina, contributing writer to Search Engine Land, reports
how Google’s AI-powered feature helps you create a detailed menu from a photo.
Claudia looks at the pros and cons and includes a link that explains why menu items are now likely a ranking factor in local SEO!
Key takeaways:
- Google unveiled its new AI tool that enables users to create a detailed menu from a photo.
- Feature suits owners who need a quick and simple way to add a menu to their GBP.
- Initial users report bugs.
Google Confirms Robots.txt Can’t Prevent Unauthorized Access
Search Engine Journal’s Roger Montii writes about Google’s Gary Illye’s confirmation that robots.txt does not protect websites from unauthorized access.
Illyes said robots.txt has limited control over unauthorized crawler access and finished by giving an access control overview every website owner should read.
Key takeaways:
- robots.txt has little control over unauthorized crawler access.
- Websites that hide sensitive areas of their site using robots.txt can inadvertently expose sensitive URLs to hackers.
- Gary explains what blocking crawlers means.
“There’s a place for stanchions, but there’s also a place for blast doors and irises over your Stargate.”- Gary said.
When he is not writing content, Terry can be found on his boat in Italy or chilling in his villa in Spain.
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