Google’s Vice President of Search, Liz Reid, recently shared new insights into how AI Overviews determines what content gets surfaced and clicked and what kind of material gets down-ranked. In a recent discussion, Reid explained that user behavior and content quality are key factors influencing how Google prioritizes and displays results in AI-driven search.

User Behavior Shapes Search Results

Reid emphasized that Google’s ranking systems respond to user preferences, evolving based on the types of content people interact with most – whether it’s videos, forums, or in-depth articles.

“We have to respond to who users want to hear from,” Reid said. “Over time, our ranking adjusts to surface more of the content that users engage with.”

AI-Generated Content Is Not Automatically Spam

Addressing the growing discussion around AI-generated material, Reid clarified that AI content is not inherently spam. Instead, content quality, not the method of creation, determines how it’s evaluated.

“AI-generated content doesn’t necessarily equal spam,” she said. “But low-value content that adds little or no value is what we don’t want to surface.”

In other words, whether written by a human or an AI, only content offering genuine value, insight, and relevance earns visibility in AI Overviews.

What Drives Clicks in AI Overviews?>

Reid revealed that users prefer content with depth, originality, and a clear human perspective. Data from AI Overviews shows that people are more likely to click through to pages that provide unique insights rather than surface-level summaries.

“People want content from that human perspective,” Reid explained. “What we see on AI Overviews is that users click on content that is richer and deeper.”

Superficial, repetitive content often dubbed “AI slop” leads to lower engagement and more bounce clicks, while original, well-crafted content earns trust and repeat clicks.

Google Expands the Definition of Spam

Perhaps most notably, Reid said Google has expanded its definition of spam to include low-value content that adds nothing new to the conversation.

“We’ve expanded beyond this concept of spam to low-value content – content that doesn’t add very much or simply repeats what everyone else already knows,” she explained.

At the same time, Google’s algorithms are up-weighting content that demonstrates real expertise, effort, and craft.

“We’re giving more ranking weight to content from someone who brought their perspective or expertise and put real time into the work.”

This marks a continued shift in Google’s approach rewarding creators who contribute original thought and penalizing those who produce derivative or shallow material.

Key Takeaways for SEOs and Content Creators

• Publish Rich, Deep Content:

Focus on creating content that offers unique insights and depth. Avoid echoing what’s already widely said – originality earns higher engagement and rankings.

• Show Human Perspective:

Infuse content with authentic analysis, experiences, and expertise. Users and Google value content that reflects real understanding.

• Demonstrate Effort and Expertise:

Google’s algorithms now “up-weight” content that shows genuine craftsmanship and subject-matter knowledge.