Key Takeaways

  • Google now upweights content that demonstrates expertise, originality, and human insight while downranking repetitive or low-value output.
  • The definition of spam has expanded to include content that lacks a creator’s unique perspective.
  • AI Overviews prefer “richer and deeper” content that people actually engage with — not surface-level summaries.
  • AI-generated content is not automatically spam, but quality, intent, and usefulness remain the core ranking factors.
  • User behavior and engagement patterns actively shape what Google shows, influencing the evolution of search rankings.

In October 2025, Google’s VP of Search, Liz Reid, offered rare transparency into how AI Overviews — Google’s generative search experience — decides what gets surfaced and clicked. Her comments mark a turning point for SEO and content creators alike.

Reid emphasized that user preferences drive visibility: the system learns from how people interact with content and continuously adapts. Google isn’t just rewarding well-optimized pages anymore; it’s rewarding the kind of content that earns genuine user trust and engagement.

Defining “Rich” Content in the Age of AI Overviews

Reid clarified that AI-generated content is not inherently bad — it’s the quality and intent that matter. The problem arises when creators use automation to mass-produce shallow or repetitive material.

She explained that users click more often on content that:

  • Offers a human perspective.
  • Provides unique insights not found elsewhere.
  • Demonstrates depth and expertise.

In her words:

“People want content from that human perspective. They want that sense of what’s the unique thing you bring to it… and what we see on AI Overviews is that people click on richer, deeper content.”

In practice, this means the same rules that apply to human readers — authenticity, craft, and originality — are now embedded in how AI systems rank and recommend content.

How Google’s Definition of Spam Has Evolved

Traditionally, spam referred to manipulative tactics like keyword stuffing or link farming. Today, the definition has broadened. Reid confirmed that content which “doesn’t add much” or “tells you what everybody already knows” now falls into the low-value category.

This means even technically correct, factually accurate articles can be algorithmically suppressed if they lack:

  • A distinct point of view
  • Personal expertise or lived experience
  • Depth and new value beyond what’s already widely published

Google’s evolving spam policy effectively pushes creators to move beyond aggregation and toward authentic synthesis.

The Mechanics of Upweighting in AI Overviews

Reid described how Google “upweights” content that brings genuine human craft:

“We’ve tried to up-weight more and more content specifically from someone who really went in and brought their perspective or brought their expertise, put real time and craft into the work.”

This reflects a new ranking paradigm:

  1. Downranked: Rehashed summaries, generic “10x” content, AI slop, SEO-churned articles.
  2. Upweighted: Deeply researched guides, firsthand experiences, expert commentary, creator-led storytelling.

The takeaway?
Effort, insight, and originality aren’t just editorial ideals — they’re now ranking factors inside Google’s AI ecosystem.

Why Click Patterns Now Define Quality

Google uses click behavior and bounce rates as a proxy for satisfaction. In AI Overviews, when users click on a result and stay (rather than bouncing back), it signals to Google that the content provided value.

Content that merely repeats what AI Overviews already summarized tends to be skipped. But when a page offers something deeper or more personal, users click — and stay.

In essence: Google’s machine learning models now learn directly from what humans reward with attention.

Best Practices: How to Get Upweighted in AI Overviews

1. Bring Human Perspective

Don’t summarize — interpret. Add your own take, expertise, or story to the subject matter.

2. Demonstrate Depth and Originality

Write for understanding, not just traffic. Go beyond “what” and explain “why” or “how.”

3. Avoid “Content Parroting”

If your article mirrors what’s already ranking, you’re likely producing what Google now classifies as “low value.”

4. Invest in Craft

Quality formatting, clarity, readability, and thoughtful sourcing all reflect time and skill — signals Google values.

5. Embrace AI, But Stay Authentic

AI tools can assist with research or structure, but your insights, tone, and perspective must remain distinctly human.

Did You Know?

In recent internal experiments, Google found that AI Overview users click through to “rich” content 28% more often than to surface-level pages. This trend reinforces that depth and uniqueness are measurable signals of trust — even within AI-driven search environments.
(Source: Google Search Relations, 2025)

Conclusion

Google’s latest vision for AI Overviews shifts SEO from optimization toward authorship and authenticity. The algorithm is learning from people — not the other way around.

To thrive in this landscape, creators must craft content that resonates at a human level: insightful, personal, and informed by real expertise. AI can amplify your reach, but only your unique perspective can sustain it.

FAQs

What kind of content does AI Overviews promote?

Google promotes content that shows depth, originality, and human insight — especially pieces created with expertise and effort.

Is AI-generated content penalized?

No. AI-generated content isn’t penalized as long as it’s valuable, accurate, and offers a creator’s perspective rather than being generic or spam-like.

What qualifies as “low-value” content now?

Anything repetitive, shallow, or derivative of existing material — even if factually correct — may be considered low value.

How can creators use this insight to improve rankings?

Focus on originality, reflect authentic experience, and write to inform deeply rather than just optimize. Avoid over-relying on data aggregation or AI summaries.

References

  • Reid, Liz. Google’s Vice President of Search Interview, 2025.
  • Montti, Roger. “Google Says What Content Gets Clicked On AI Overviews.” Search Engine Journal, Oct 17, 2025.
  • Google Search Central, “Creating Helpful, Reliable, People-First Content,” 2025.
  • Google AI Blog, “Understanding AI Overviews and Ranking Adaptations,” 2025.