Google has rolled out a new spam update on 24 June 2026, which has significant implications for businesses involved in online marketing and SEO. This update clarifies that attempts to manipulate AI-generated responses in Google Search, such as buying or altering citations, are now explicitly covered by the spam policy. This marks a significant step by Google to ensure the quality and reliability of its AI-driven search results.
For SMEs in the Netherlands, this news means the bar for an authentic online presence is being raised, especially as AI becomes increasingly dominant in search engines. It serves as a clear warning: focus on genuine value, expertise, and authority, rather than quick, unethical tricks.
What Exactly Does the Update Entail?
Google’s June 2026 spam update, which began rolling out on 24 June, is not just a general update. Google had already indicated in May that its spam policy would henceforth specifically cover efforts to manipulate generative AI responses in Search. This includes intentionally buying, exchanging, or modifying AI citations that appear in, for example, AI Overviews. This type of manipulation is now considered spam by Google, which can lead to negative consequences for your website’s visibility. This means Google will actively monitor the sources its AI uses and will penalise unfair tactics.
What Does This Mean for Your Business?
The expansion of Google’s spam policy to include AI manipulation underlines the necessity of a robust and ethical SEO strategy. For you as an SME owner, these are the key takeaways:
- Authenticity Prevails: Google’s AI models are trained to identify and cite reliable and authoritative sources. Manipulated citations or low-quality content specifically created to “feed” AI will likely not only be ignored but also penalised. Invest in content that genuinely conveys expertise and experience.
- Focus on Your Core Values (E-E-A-T): The well-known pillars of Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T) are becoming even more crucial. Ensure your website and business are recognised as a legitimate and valuable source within your niche. This includes not only the content on your site but also your online reputation, reviews, and mentions on relevant platforms.
- No Shortcuts: While AI tools can assist you with efficiency in content creation and analysis, they do not offer a fast track to “AI visibility” through manipulation. The update confirms that Google wants its AI Overviews to be based on an honest reflection of the web.
What this specifically means for you is that you should continue to focus on creating high-quality, relevant content that offers genuine added value to your target audience. Ensure a strong online presence that affirms your authority and trustworthiness, both for your human visitors and for Google’s AI systems. This is the most sustainable path to success in an AI-driven search landscape.
Source: Let’s Data Science
