In May 2026, Google updated its spam policy to explicitly include attempts to manipulate AI systems integrated into search — specifically AI Overviews and AI Mode. Therefore, techniques like artfully constructed "best-of" listicles or the so-called recommendation poisoning now officially fall under prohibited practices.
Additionally, the update broadens the definition of spam itself: it's no longer just about deceiving human users, but also about manipulating the generative models that make up Search responses. Consequently, content designed to "poison" AI responses can be directly penalized, regardless of traditional organic ranking.
In summary, for Italian SMEs this means reviewing their content marketing and SEO strategy with stricter criteria. We at SHM Studio we recommend an immediate audit of existing content, with particular attention to comparative pages and product recommendation sections. Those who wish for an operational comparison can contact the team at SHM Studio for a personalized evaluation.
Google's new definition of spam
On May 15, 2026, Google published a revision of its spam policy. The update was reported by The Verge and picked up by Search Engine Land. The substantial novelty concerns the extension of the concept of spam to artificial intelligence systems integrated into search.
The new wording explicitly states: spam includes attempts to manipulate Google Search's generative systems, such as AI Overviews and AI Mode. Therefore, it's no longer enough to avoid traditional keyword stuffing or link farming practices. Now, you also need to consider the impact of content on the LLM models that make up automated responses.
This step is significant. In fact, until today, the spam policy was mainly oriented towards protecting the human user. With this update, Google is also protecting the integrity of its own AI system.
What is meant by AI response manipulation
Among the techniques now explicitly forbidden are two main categories. The first is the production of "best-of" listicles built with the aim of influencing AI-generated recommendations. The second is the recommendation poisoning , i.e., the injection of distorted content into the textual corpora that LLM models use as a source.
Furthermore, Google is flagging attempts to inject hidden instructions into text — a practice similar to prompt injection — to guide AI Overview responses towards certain products or brands. These techniques, according to official Google Search documentation , will be treated with the same measures applied to traditional spam.
In particular, the sites involved risk demotion in organic results and exclusion from AI-generated answers. Therefore, the potential impact is double compared to a classic penalty.
Why Italian SMEs are exposed to this risk
Italian small and medium-sized enterprises often operate in competitive niches where differentiation occurs through comparative content, buying guides, and product reviews. These types of content are precisely those most at risk according to the new policy.
However, the problem doesn't just concern those who have knowingly adopted bad practices. Many SMEs rely on agencies or freelancers who produce content optimized with outdated logic. As a result, pages created even in good faith can fall into the categories flagged by Google.
According to McKinsey's analysis, the share of searches managed by AI systems in Search is set to grow significantly by 2027-2028. Therefore, the risk of exclusion from AI responses will become increasingly relevant for overall organic visibility.
For SMEs that have invested in SEO strategies in recent years, this update requires a structured review of existing content. This is not a minor intervention.
The operational impact on content strategy
The new policy changes the scope of what is considered quality content. In the past, a well-structured comparative page — with data, tables, and optimized anchor text — was considered a solid SEO asset. Today, if that same page is found to be built to artificially steer AI responses, it becomes a risky element.
Furthermore, Google has not provided an exhaustive list of prohibited patterns. This introduces a margin of interpretive uncertainty. Therefore, the most prudent strategy is to produce content that answers a real user question, with verifiable sources and without rhetorical forcing.
Operationally, the areas to prioritize for monitoring are the following:
- "Best products" or "top 10" type pages built without transparent editorial criteria
- FAQ sections optimized with answers designed to appear in AI Overviews
- Content that systematically replicates queries associated with generative answers
- Texts with repetitive structures designed to saturate the context of LLM models
The team at SEO copywriting by SHM Studio is already updating its editorial frameworks to take these criteria into account.
What to do now: a phased approach
First of all, it is necessary to conduct an audit of existing content. The goal is to identify pages that might fall into the categories flagged by the new policy. Subsequently, it is necessary to establish a priority for intervention based on traffic and the strategic relevance of each page.
In addition to this, it is advisable to review internal editorial briefs or those provided to external suppliers. Content production must be oriented towards real user utility, not towards saturating AI-associated queries. This principle is not new, but the new policy makes it more explicitly binding.
Finally, it is advisable to monitor Google Search Console more frequently in the coming weeks. Any signs of manual or algorithmic penalties may emerge with a delay of a few weeks from the policy update date.
Who manages integrated campaigns of Digital marketing must also verify the consistency between organic and promoted content. The landing pages of google ads campaigns are subject to the same qualitative evaluations.
The work in progress: what Google hasn't clarified yet
The updated policy leaves some relevant questions open. In particular, it is unclear how Google distinguishes between content genuinely optimized for AI and content created to manipulate it. The dividing line is thin and, at the moment, left to algorithmic interpretation.
Similarly, it is not specified whether penalties will only apply to presence in AI Overviews or also to traditional organic rankings. This detail is crucial for those who have structured their visibility across both channels.
We at SHM Studio follow the evolution of this policy with attention. The operational guidelines we provide to our clients are updated in real-time, integrating the analyses of our specialists in AI applied to marketing with Search Console data and official Google communications.
For those who wish to delve deeper into the topic of content quality from an AI perspective, the SHM Studio blog publishes regular updates in the section resources and insights .
Outlook for 2027-2028
The May 2026 update is likely just the first in a series. The progressive integration of AI into search systems will make an internal regulatory framework for Google increasingly necessary to manage attempts to manipulate generative models.
Therefore, SMEs that invest in editorially sound and verifiable content today will find themselves in a competitive advantage in the coming years. Conversely, those who continue to produce content optimized exclusively for traditional metrics risk losing visibility in both organic rankings and AI responses.
Strategies for SEO and of content marketing must therefore evolve towards a more rigorous editorial model. This also applies to content distributed on channels such as Linkedin , where the consistency between organic presence and content indexed by Google is becoming increasingly relevant.
Anyone wishing to start a review of their strategy can request an initial consultation through the page SHM Studio contacts . The team is available for a no-obligation preliminary analysis.
Related articles
Discover more articles exploring similar topics, selected to offer you a more complete and stimulating perspective. Each piece of content is carefully chosen to enrich your experience.
