The rise of AI-generated content has made it increasingly difficult for search engines and users to distinguish between genuine information and regurgitated content. As a result, Google and other search engines are defaulting to distrusting brands and publishers, leading to the concept of a “default blocklist.”
Google has been combating the influx of AI-generated content through various updates and a focus on quality and trustworthiness. However, detecting AI content is a challenging task, as some AI-generated content is valuable while some human-generated content is not. To address this issue, Google has chosen to elevate big, trusted brands like Forbes, WebMD, and others in search engine results pages (SERPs) to protect users from AI slop.
In addition to promoting trusted brands, Google has also relied on user-generated content (UGC) sites like Reddit and Quora, which have built-in quality control mechanisms such as upvoting and downvoting. By leveraging these platforms, Google outsources the burden of content moderation and ensures a level of trustworthiness in search results.
Newer and smaller publishers are often default blocklisted by Google, while established brands and platforms are given allowlist status. This shift towards trusting established brands and gatekeepers of information reflects a broader societal trend where people default to blocklisting and choose to allowlist trusted sources.
To earn trust in a trustless world dominated by AI-generated content, newer brands must demonstrate credibility and authenticity in their content. This may involve being selective in what they publish, aligning content with their business model, avoiding spammy tactics, and making their motivations transparent to users.
Building personal brands, incorporating unique and proprietary content, and leveraging Google’s gatekeepers can also help newer brands establish trust with both search engines and users. By becoming trusted gatekeepers for their audience, brands can navigate the challenges posed by AI content and earn a place on the allowlist.
In conclusion, the prevalence of AI-generated content has led to a shift in how search engines and users perceive information and brands. By understanding and adapting to this new landscape, brands can overcome the default blocklist mentality and earn trust in a world where credibility is paramount.