AI Changed Google’s Search Ranking Algorithm — Here’s What You Need to Know

Over the past couple of years, Google’s algorithms have undergone a major shift, and it’s all thanks to artificial intelligence. From the rollout of the Search Generative Experience (SGE) to integrating Gemini, AI has been quickly reshaping how search rankings are determined.

“Ranking factors are shifting from traditional keyword-based optimization to a more holistic evaluation of content relevance, user intent, and engagement,” says Kiril Bunin, CMO of Mangools. “AI models now analyze content dynamically, prioritizing context, semantic relationships, and real-time user behavior.”

It’s a much-needed change because people tend to trust Google’s search results: If a site ranks on the first page, it must be reliable. But that wasn’t always the case. Not long ago, this assumption was flawed because Google’s algorithm often prioritized backlinks and keyword density over accuracy and relevance.

Today, Google’s AI models interpret natural language, understand user intent, and filter out low-quality content. The goal is to focus on relevant, authoritative pages rather than those designed to game the system.

As the founder of WPHost, a WordPress hosting provider, Jaron Phillips has experienced this firsthand, noting: “It’s no longer enough to just optimize for search engines. Businesses must create content that resonates with human users.”

According to Google’s Search Quality Rater Guidelines, rankings now hinge on four key factors: human effort, content originality, expertise, and accuracy. These criteria help prevent spammy, outdated, or AI-generated fluff from dominating search results.

They’re also designed to spot and filter out “thin content,” which are pages that offer little to no value. This includes low-quality affiliate pages, doorway pages (keyword-optimized but redirecting users elsewhere), and pages with barely any content.

It’s something Aleyda Solis, an international SEO consultant, said she’s noticed, particularly in the age of AI content creation.

“It’s important to recognize that most SEOs actually work with real brands, products, and services to connect them with customers who can genuinely benefit,” Solis told Advanced Web Ranking. “Unfortunately, this period coincided with the rise of AI tools that allowed bulk content creation with minimal oversight, creating a perfect storm of issues that damaged the industry’s reputation.”

Take Google’s August 2023 Helpful Content Update for example, which took direct aim at low-value AI-generated pages. And in 2024, Google’s Core and Spam AI Content updates improved the quality of search results by addressing AI-generated spam content.

This isn’t bad news for those who rely on AI to create content, though. Google doesn’t necessarily penalize AI-generated content in and of itself — only low-quality or unoriginal material. As long as it meets Google’s guidelines, it can still rank well.

Other search engines, including Microsoft’s Bing, have also been leveraging generative AI to reshape their search algorithms. Naturally, Google has been refining its own tools (most notably, AI Overviews) to maintain its dominance.

Introduced in 2023 as part of its SGE, AI Overviews provide quick, at-a-glance answers that pull information from several high-ranking sources. While this is more convenient, it also disrupts traditional SEO strategies, as websites receive fewer organic visits from search results.

Karlo Knezovic, CEO of Pofii, sees this shift as a double-edged sword.

“Based on the data we currently have, ChatGPT has become our main organic customer acquisition ‘partner’ after our affiliates and other collaborators,” he said. “This is a truly interesting shift, and Google probably needs to reconsider the way it ranks websites, focusing on genuine relevance rather than an antiquated backlink system.”

AI-driven rankings have pushed businesses, SEO agencies, and web hosting providers to adapt. But Banin sees this shift as an opportunity.

“The future of SEO isn’t about gaming the algorithm — it’s about aligning with AI to enhance user experience and content discoverability,” he said.

So, what can you do to stay ahead on page one?

Focus on high-quality, user-centric content that aligns with Google’s evolving standards. Ask yourself: Does this page answer a question clearly and effectively? More importantly, is it built around user intent?

If not, it may be time for a content refresh.