A recent Business Insider article pointed out something subtle but significant:
When Google quietly removed the word “people” from its search quality guidelines,
AI content started flooding the SERPs.
Why?
Because when done right, AI content actually works—
especially when paired with a smart strategy like topical authority.
If you’re a subscriber here, you already know the drill:
- Write one article about traveling to Japan?
Google doesn’t care.
- But write dozens of articles on Japan travel—
covering destinations, culture, food, itineraries, visa requirements—and suddenly…
Google goes: “Okay, this site knows what it’s talking about. Let’s send it traffic.”
That’s topical authority in action.
And with AI, building it is faster than ever.
You can produce articles at scale—hundreds, sometimes even thousands per day.
Which means sites are hitting topical authority thresholds in record time.
But here’s the downside:
It’s now so easy to do this that we’re starting to see headlines like:
“AI Spam Is Already Starting to Ruin the Internet.”
That’s not a good look for Google.
Not only does it hurt user trust—it also comes with a real infrastructure cost.
Indexing and ranking this flood of content takes up serious server power, and it’s pushing the limits of the system.
A recent Business Insider article pointed out something subtle but significant:
When Google quietly removed the word “people” from its search quality guidelines,
AI content started flooding the SERPs.
Why?
Because when done right, AI content actually works—
especially when paired with a smart strategy like topical authority.
If you’re a subscriber here, you already know the drill:
- Write one article about traveling to Japan?
Google doesn’t care.
- But write dozens of articles on Japan travel—
covering destinations, culture, food, itineraries, visa requirements—and suddenly…
Google goes: “Okay, this site knows what it’s talking about. Let’s send it traffic.”
That’s topical authority in action.
And with AI, building it is faster than ever.
You can produce articles at scale—hundreds, sometimes even thousands per day.
Which means sites are hitting topical authority thresholds in record time.
But here’s the downside:
It’s now so easy to do this that we’re starting to see headlines like:
“AI Spam Is Already Starting to Ruin the Internet.”
That’s not a good look for Google.
Not only does it hurt user trust—it also comes with a real infrastructure cost.
Indexing and ranking this flood of content takes up serious server power, and it’s pushing the limits of the system.
