"Can you comment on whether anything has changed with regard to Google handling web spam, Helpful Content, etc. with the rise of AI search? Does Google still plan to develop new algorithm updates and spam policies aimed at manipulation of search results? Can we expect Google to continue building new types of manual actions? Just want to see if you can comment on whether anything has changed on this front as search moves more toward AIO/AI Mode."
"While he said there are some changes, but he added there are always some changes because "none of these things live in isolation, search evolves outside of AI, and the web is a dynamic place," he added. John replied: I don't think these things fundamentally change. Search has a looong history, with lots of experience & expertise. Of course there's *some* change - none of these things live in isolation, search evolves outside of AI, and the web is a dynamic place."
Google's core search algorithms, spam detection systems, spam policies, and other search systems do not fundamentally change with the rise of AI search. Some changes occur because search continually evolves and the web is dynamic. Historical experience and expertise in search inform the continued stability of core systems. Google will continue to develop algorithm updates, refine spam policies, and apply manual actions as needed to address manipulation. AI search introduces new considerations but does not replace existing protections against spam or the principles behind helpful content. Ongoing adjustments will integrate AI capabilities while maintaining established spam detection and ranking practices.
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