Google's struggle with spam has become increasingly evident in recent years, and as someone who thrives in the tech startup space, I've been watching this unfold with concern and curiosity. If you're an entrepreneur or run a business that leans even slightly on organic visibility, you've probably noticed the decline in search result quality. It's frustrating, isn't it? Especially for those of us who build businesses to solve real problems and not just to flood the internet with fluff. Let’s dissect why Google’s spam problem is escalating and what it means for businesses like ours.
What's Fueling the Decline?
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Uncontrolled Surge of AI-Generated Content
By late 2025, over half of all online content was estimated to be AI-generated. While tools like ChatGPT and Jasper are helpful, they’ve inadvertently enabled spammers to flood the internet with low-quality, keyword-stuffed articles disguised as helpful information. Legitimate businesses now have to compete with this junk on Google, something I see as a growing threat to the entrepreneurial ecosystem. -
Manipulation of Expired Domains
Spammers buy expired domains with high authority and inject their content into these sites to manipulate Google's algorithms. It’s surprisingly effective since search engines still credit aged domains with trustworthiness, regardless of the spammy reboot. -
Google’s Focus Shifting to AI Products
Google redirected massive resources toward developing AI search features like its Search Generative Experience (SGE). This has left other areas, such as search spam prevention, underfunded. Spam detection tools like SpamBrain are running behind the escalating sophistication of black hat SEO techniques. -
Affiliate and Clickbait Content Overload
Industries like e-commerce, betting, and crypto are rife with low-value affiliate sites that “game” Google's ranking system. This saturation makes it harder for authentic content to surface.
How Does This Impact Entrepreneurs?
For startups, freelancers, and small-scale business owners, Google’s growing spam problem presents some serious challenges:
- Eroding Trust: When users can’t trust search results, they become less likely to rely on organic search, turning instead to specific platforms or communities for answers. This shifts the advantage to companies with larger ad budgets or alternative distribution channels.
- Higher Marketing Costs: Businesses are forced to compensate for reduced organic reach by increasing ad spends or investing in alternative digital strategies.
- Reputational Fallout: Legitimate sources might mistakenly get flagged as spam, leading to unexpected penalizations. Recovering from such penalties is resource-intensive and time-consuming.
As someone running a tech startup focused on intellectual property protection, I’ve already seen firsthand how skewed results frustrate users and create opportunities for competitors who exploit loopholes.
What Google's Updates Are Missing
Google has rolled out numerous updates to combat spam, yet significant gaps remain:
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Ineffective AI Detection
While SpamBrain helps identify and flag content that fits spam-heavy patterns, AI-generated articles bypass these filters more frequently than you’d expect. Thin content looks “human” when AI has pre-trained itself on similar formats. -
Behavioral Signals Are Underutilized
SpamBrain heavily evaluates link velocity (how often pages gain links) but pays less attention to real user interactions. For example, higher page bounce rates or quickly abandoned sessions could signal dissatisfaction and spam, but these aren’t given enough weight in algorithms. -
Delayed Adjustments
Updates are announced sporadically and applied inconsistently across languages or regions. Businesses operating globally often deal with uneven results across different markets.
The truth is, unless Google starts addressing these gaps, the spam flood will only accelerate.
How Can You Respond as a Business Owner?
You don't have to sit back while spam undermines your visibility. Here’s what I’ve learned and applied:
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Double Down on Quality
Strong, research-backed content with clear expertise signals ranks better and stays resilient to algorithm shifts. Focus on beating not just the bots but also competitors in genuinely solving users’ problems. -
Build Direct Relationships
While SEO is vital, bring people into your ecosystem through newsletters, communities, or exclusive offers. Building direct customer relationships shields you from search instability. -
Leverage Trusted Platforms
Relying solely on Google for traffic feels unwise these days. Diversify into platforms with better quality controls like LinkedIn for B2B audiences or Instagram for niche products. -
Pay Attention to Indexing Trends
Keep testing how your new content gets ranked. Tools such as Google Search Console can outline whether updates are helping or hurting different pages or formats within your site. -
Align with Authoritative Backlinks
Authority is non-negotiable. Focus on partnerships, interviews, or contributions which earn high-value backlinks to offset competitors' manipulative tactics using low-quality PBNs.
Avoid These Common Mistakes
Here are the traps I've seen other startups fall into and you should aim to dodge:
- Copycat AI Mistakes: Dumping AI-generated blogs without human editing. Plenty find themselves flagged or outright irrelevant to users.
- Chasing Quick Wins: Avoid purchasing backlinks or domain authorities in an attempt to manipulate rankings, it won't hold long-term.
- Ignoring Algorithm Signals: If a blog stops gaining traction post-update, understand why before producing similar future content.
Why This Matters for the Future of Search
If spam dominates search results, Google risks becoming less relevant to its users. As entrepreneurs, we need to advocate for transparency and fairness in search ecosystems.
But we also need to adapt by thinking beyond Google:
- Test Other Engines: DuckDuckGo or Bing might have smaller user bases but provide opportunities in specific niches.
- Fortify Against the Bots: Verify your own sites for any spam “footprints.” Institutions like WIPO or tools like Ahrefs specialize in tracking dubious back-end activity.
- Focus on Pre-Search Channels: Bring users into your world before they even hit a search engine by building podcasts, referral networks, and engaging community hubs.
Final Thoughts
The problem is bigger than search. It’s about trust in the systems that countless businesses have relied upon to navigate and grow their online presence. If you’re in this world to create legitimate value, keep adapting because the system won’t fix itself anytime soon. Businesses that stay agile, proactive, and user-focused will come out strongest.
As I see it, the real winners are those who plan for resilience. Don’t just play Google's game, go build your own.
FAQ on Google's Spam Problem and Its Impact
1. Why is spam becoming a bigger issue for Google?
Spam is increasing due to advancements in AI-generated content, abuse of expired domains, and manipulative SEO tactics that exploit Google's existing algorithms. The company's shift in focus to AI-driven products has also reduced resources allocated to addressing search spam. Read more about Google's spam challenges
2. How is AI-generated content contributing to spam?
AI tools like ChatGPT and Jasper are enabling spammers to produce low-quality, keyword-stuffed content at an unprecedented scale. By late 2025, over half of web content was estimated to be AI-generated. Explore the AI content flood issue
3. What are expired domains, and how do they play a role in spam?
Spammers purchase expired domains with existing trust and backlinks, then add spammy content to manipulate search rankings. This technique leverages the authority of the expired domain to rank higher in Google's results. Learn more about expired domain abuse
4. What is SpamBrain, and why does it matter?
SpamBrain is Google's AI-powered spam detection system, designed to flag low-quality and manipulative content. Although it has improved spam detection, it struggles to keep up with the scale and sophistication of modern spam tactics. Discover how SpamBrain works
5. Has Google's focus on AI products affected their ability to tackle spam?
Yes, Google has redirected significant resources to AI developments, such as their Search Generative Experience (SGE), at the expense of traditional spam prevention measures. Learn more about this strategic shift
6. How does the spam problem impact legitimate businesses?
Businesses face reduced organic reach, higher marketing costs, and potential reputational damage if mistakenly flagged as spam. These challenges are particularly harmful to startups relying on search visibility. Understand the business impact of spam
7. How are spammers manipulating Google's algorithms effectively?
Spammers use private blog networks (PBNs), keyword stuffing, AI content, and scaled manipulation of backlinks to game Google's ranking system. These tactics undermine the visibility of legitimate content. Dive into Google's algorithm vulnerabilities
8. What can businesses do to combat spam issues and maintain visibility?
Businesses should focus on high-quality, value-driven content, build direct relationships through newsletters or communities, diversify traffic sources beyond Google, and monitor indexing trends using tools like Google Search Console. Find actionable business strategies here
9. Why are behavioral signals underutilized in spam detection?
Google's algorithms currently prioritize technical signals like link velocity over user interaction metrics, such as bounce rates and session durations, which could better signal user dissatisfaction with spammy content.
10. What is the future outlook if the spam problem worsens?
If spam continues to dominate, Google risks losing user trust and search relevance. As entrepreneurs, businesses must adapt by diversifying traffic sources and advocating for transparency in search ecosystems. Explore the future of search amidst rising spam issues
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.