Google SEO News

Google Expands Rater Guidelines to Crack Down on Fake EEAT and Deceptive Content

Google's May 2025 update to its Search Quality Raters Guidelines strengthens enforcement against deceptive content practices. Section 4.5.3 was rewritten to highlight fake EEAT (Expertise, Experience, Authoritativeness, Trustworthiness) signals, misleading business claims, fabricated author bios, and manipulative UI designs. The revisions reinforce the need for authenticity and transparency across content, intent, and user experience—marking a clear warning for sites relying on deceptive SEO tactics.

The following is a new paragraph about a deceptive purpose:

“Deceptive purpose:

● A webpage with deliberately inaccurate information to promote products in order to make money from clicks on monetized links. Examples include a product recommendation page on a website falsely impersonating a celebrity blog, or a product recommendation based on a false claim of personal, independent testing when no such testing was conducted.”

Here’s the guidance about fake EEAT content:

“● A webpage or website with deceptive business information. For example, a website may claim to have a physical “brick and mortar” store but in fact only exists online. While there is nothing wrong with being an online business, claiming to have a physical “brick and mortar” (e.g. fake photo, fake physical store address) is deceptive.

● A webpage or website with “fake” owner or content creator profiles. For example, AI-generated content with made-up “author” profiles (AI-generated images or deceptive creator descriptions) in order to make it appear that the content is written by people.

● Factually inaccurate and deceptive information about creator expertise. For example, an author or creator profile inaccurately claims to have credentials or expertise (e.g. the content creator claims falsely to be a medical professional) to make the content appear more trustworthy than it is.”

And the following are additions to the section about deceptive design:

“● Pages with deceptively designed buttons or links. For example, buttons or links on pop-ups, interstitials, or on the page are designed to look like they do one thing (such as close a pop-up) but in fact have a different result, which most people would not expect, e.g. download an app.

● Pages with a misleading title or a title that has nothing to do with the content on the page. People who come to the page expecting content related to the title will feel tricked or deceived.”

SEO Recommendations by Jason

As we have been saying for a long time, utility and human-centric content are at the core of Google’s mission. Website creators and marketers must be focused on this sole principle of creating content that

  1. Fulfils the intent of the search 
  2. Provides utility and value > don’t regurgitate something someone has already said 
  3. Improves the users' experience in the search engine 

Google Clarifies Beta Status and Limitations of Time-Based Search Operators

Google has confirmed that its “before:” and “after:” search operators are still in beta, requiring specific formats like to function correctly. While these operators allow users to filter search, search operators are still in beta, requiring specific formats like YYYY-MM-DD to function correctly. While these operators allow users to filter search results by publication date, Search Liaison acknowledged challenges in determining accurate dates due to inconsistent or missing metadata from websites. As an alternative, users can rely on Google's “Custom Range” tool, although it doesn't offer a simple “before only” filter. 

SEO Recommendations by Jason

I think as we see Google’s search apparatus become more and more sophisticated, we will hopefully see gradual UX improvements that improve the search functionality and overall experience. That being said, with AI search engines popping up everywhere, theoretically, Google should be focusing on maintaining its market share in search to not hurt its biggest revenue generator (Ads), therefore these tweaks and improvements are all positive contributions to the search engine interface. 

Yelp's Antitrust Lawsuit Against Google Clears Key Legal Hurdle

Yelp's core antitrust claims against Google—centered on alleged monopolization of local search and advertising—will proceed to trial following a partial denial of Google's motion to dismiss. A federal judge ruled that Yelp plausibly alleged exclusionary conduct under the Sherman Act, despite Google's attempt to invoke the statute of limitations. While some claims, like monopoly leveraging and product tying, were dismissed, Yelp has the option to amend. The case now moves into discovery, with potential industry-wide implications for Google's local search dominance and advertising practices.

SEO Recommendations by Jason

I feel sorry for Yelp, but the reality is that local search is dominated 100% by the monolithic Google. Maps, Shopping, Localized schema results, SEO localization, and more, there is no way that Yelp will be able to outperform Google in usage. That being said, I do believe that Yelp, from an intent perspective, holds a very good place in the market and plays a role in different types of queries that Google cannot fulfill. 

Google Expands AI Overview Coverage Across Key Industry Verticals

Google has significantly expanded its AI Overview (AIO) footprint across sectors, including entertainment, travel, insurance, B2B technology, and education, with the most aggressive growth seen in actor-related filmography queries (+175%) and geographic travel searches (+108%). Technical “how-to” queries in the B2B and insurance sectors show moderate but steady AIO expansion (~7–8%), while education saw a 5% rise—driven by demand for online degrees and certifications. The data underscores a shift toward AI-first search results, demanding vertical-specific content strategies as traditional keyword reliance continues to evolve.

SEO Recommendations by Jason

I believe we will see more and more AI Overviews over the next few months, for both short and long-tail searches. Lots of key searches will be fulfilled by the LLMs, in this case, the Google AI Overviews interface. Do I think this is bad for businesses? First of all it depends on your business model and the role search traffic plays in your business, but low intent search queries being resolved by AI overviews should not pose a threat to businesses if they are focused on bringing users to the site who have already a specific intent that aligns with their content, product, service or offering.