Google has updated its Search spam policies to explicitly prohibit manipulating generative AI responses in AI Overviews and AI Mode, treating such tactics as spam.

The policy targets deceptive practices intended to game search systems or mislead users through AI-generated results, including attempts to influence AI outputs in Google Search.

For startups, the practical takeaway is to invest in durable assets—original data, clear product information, expert commentary, and content that answers real questions—rather than chasing quick AI citation wins.

This shift means visibility in AI answers hinges on content quality and trustworthiness, not solely on link rankings, reshaping the economics of SEO and content marketing.

Illustrative examples include individuals trying to mislead AI by inflating attribution, such as a journalist falsely presenting themselves as a top tech correspondent in Google's AI results.

An arXiv study notes AI Overviews appear frequently for many queries and sometimes cite domains outside the main results, underscoring misinformation risks and manipulation potential.

There is talk of a growing field called GEO—generative engine optimization—aimed at getting brands cited by AI search tools.

The update arrives amid scrutiny of AI-generated search results, including past health-related overviews and incidents where journalists received incorrect AI claims about competition wins.

Industry voices warn against nudging AI outputs and emphasize legitimate, user-focused content with well-structured information over manipulative tactics.

Spam techniques cited include showing different content to users and search engines, using expired domains, and hiding text or links to manipulate rankings.

Violations can lead to penalties such as lower rankings or removal from search results, enforced by automated systems and human review.

Google notes detection through both automated systems and human reviewers, with potential consequences including manual actions and reduced visibility.