GOOGLE'S SPAM POLICIES NOW NAME AI RESPONSES.
If someone promises to "get you into AI Overviews" with tricks, Google has now spelled out that the same spam rules apply there as in regular results. This was a clarification, not a new policy, but it closes a gap some vendors were selling into. Here is what changed and which rules matter most for local businesses.
AT A GLANCE
By Conqueror Capital · Published
The change: On May 15, 2026, Google clarified that its spam policies also apply to generative AI responses in Google Search.1
WHAT CHANGED
On May 15, 2026, Google clarified in its Search Central documentation that its spam policies also apply to generative AI responses in Google Search. Its stated reason: to make it clear the spam policies apply to all of Google Search, including generative AI responses.1
Google called this a clarification. It did not announce a new policy, a new penalty or a rollout date. The same day it published its guide on optimizing for generative AI features.1
WHAT THE POLICY NOW SAYS
Google's spam policy page now defines spam as techniques used to deceive users or manipulate Search systems into featuring content prominently, "such as attempting to manipulate Search systems into ranking content highly or attempting to manipulate generative AI responses in Google Search."2
The same page says Google detects violations through automated systems and, as needed, human review that can result in a manual action. Sites that violate the policies may rank lower or not appear at all.2 It also says the policies cover common practices, but Google may act against any type of spam it detects.2
Google's AI optimization guide makes the link directly: its generative AI features depend on both its core ranking systems and the systems that block spam.3
WHO IT AFFECTS
Anyone whose marketing includes tactics aimed at AI answers. That includes businesses that bought an "AI visibility" package without knowing what it does. The policies listed below are the ones that most often touch local sites.2
It doesn't mean AI writing tools are banned. Google's AI guide says that if you use generative AI tools to help create content, make sure the work meets Search Essentials and the spam policies.3 The problem is volume without value, not the tool. Google also says the spam policies apply to all web search results, including those from Google's own properties.2
POLICIES LOCAL SITES TRIP
- Doorway abuse. Google's examples include multiple domain names or pages targeted at specific regions or cities that funnel users to one page, and substantially similar pages that are closer to search results than a browsable hierarchy.2 That describes the copy-paste "plumber in [town]" page set.
- Scaled content abuse. Google's first example is using generative AI tools or similar tools to generate many pages without adding value for users. The policy applies "no matter how it's created."2 Its AI guide adds that creating content for every fan-out query variation primarily to manipulate rankings or AI responses violates this policy.3
- Keyword stuffing. Examples include blocks of text listing cities and regions a page is trying to rank for, and lists of phone numbers without substantial added value.2 The "areas we serve" footer listing every nearby town is the common case.
- Link spam. Buying links, exchanging goods or services for links, automated link building, and excessive link exchanges or partner pages created only to cross-link.2
Google's AI guide also says that seeking inauthentic "mentions" across the web isn't as helpful as it might seem, because its AI features depend on systems that block spam.3
WHAT TO DO NOW
- Review your city and service pages. If swapping the town name is the only difference between them, merge or rewrite them with real local detail. Our service area page guide shows how.
- Trim town lists in footers and page bottoms to the areas you actually serve, written as normal sentences.
- Ask any vendor what exactly they do to "get you into AI answers." If the answer is mass pages, bought links or planted mentions, those are listed in Google's policies or its AI guide as spam or not helpful.23
- Check Search Console's Manual actions report. Google says human review can lead to a manual action.2 Our Search Console guide covers setup.
- Put the effort into what Google says works: useful, first-hand content and an accurate Business Profile.3
If you are not sure whether past SEO work crossed a line, our local SEO team can review it.
SOURCES
- Google Search Central, Latest documentation updates, entries dated April 14, April 23, May 15 and June 15, 2026.
- Google Search Central, Spam policies for Google web search, last updated August 28, 2026.
- Google Search Central, Optimizing your website for generative AI features on Google Search, last updated July 10, 2026.
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