Google to Derank Unhelpful Sites Using SEO Tactics to Game Algorithm - Business Insider

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• Google's new search results will derank pages it deems "unhelpful" in favor of substantive content.
• Content written by machines might be spared, but only if Google's own AI deems the content high quality.
• Previous Google search changes have decimated some online businesses, while helping others. thrive.

Hold on tight. The engine that drives much of the online world is about to be retooled again.

Google will soon take a big swipe at webpages it deems "unhelpful," in a major move by the tech giant that's poised to shake up the digital content industry.

Next week, the company will release an update to its search engine that deranks pages its systems believe aren't offering users high quality information. Google is trying to prioritize pages that are authoritative, written by humans and aren't explicitly gaming its search results.

"In particular, it will target content that seems to have been created primarily for ranking on search engines – 'SEO-first' content rather than human-first content," the company said in a blog.

Dubbed the "helpful content" update, this is the latest assault in a long-running battle between Google and the ocean of webpages, content creators, and SEO experts vying to appear at the top of search results. The company said tests showed the biggest impact on online educational materials, arts & entertainment, shopping and tech-related content....

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