AI Link Building Content: Is it Considered Spam?

Generative AI is transforming industries, but its misuse has sparked new controversies. 

Google’s John Mueller recently brought attention to the growing concern over AI content specifically designed to aid in link building. 

Such practices, he emphasized, are “almost certainly against Google’s spam policies”, if not done the right way.

The incident unfolded when Becca Harrison, a filmmaker, shared her alarming experience on Bluesky, revealing that her SEO firm had outsourced link-building activities to a third party. 

This third party generated AI link building content without manual intervention, presenting it as authored by Harrison’s project. 

Not only was the content factually inaccurate, but it also contradicted her ethical beliefs. 

This situation raises critical questions about accountability and ethics in the AI-driven digital landscape.

Today I learned that the company providing my project’s web support has been outsourcing SEO ‘back link’ provision to a third party that’s used gen AI to create web pages and blog posts as if authored *by my project*. Not only are they factually incorrect, but also in ethical opposition to my work

— Becca Harrison (@beccaeharrison.bsky.social) January 8, 2025 at 12:05 AM

A Wake-Up Call for Businesses

Harrison’s experience serves as a cautionary tale for businesses relying on agencies that lack credibility and transparency. 

She detailed how these AI-generated posts falsely claimed that generative AI could enhance environmental sustainability in filmmaking, a claim she described as both untrue and potentially damaging to her reputation. 

Looks like the Ai tool that the agency used had some major hallucination. 

This prompted a swift response from Google’s John Mueller, who backed Harrison’s concerns and reiterated that such practices violate Google’s spam guidelines.

In her post, Harrison expressed her frustration: “I really wish everyone jumping on the generative AI bandwagon would step back for a hot minute and do some critical thinking.” 

She demanded the removal of the misleading AI content, reflecting the importance of vigilance in overseeing outsourced digital strategies.

The Wider Impact of Ai Link Building Content: Trust and Accountability

The implications of this issue stretch beyond a single incident. 

As generative AI tools proliferate, businesses are under increasing pressure to ensure their use aligns with ethical and professional standards. 

In cases like Harrison’s, the misuse of AI not only risks reputational harm but also undermines trust in SEO and content marketing practices.

For SEO firms, this controversy highlights the importance of transparency and responsibility. 

Clients must be informed about the methods used in their campaigns, and firms should avoid shortcuts that could breach search engine policies or damage client reputations. 

At Stan Ventures, we’ve built our backlink building processes to reflect this commitment. 

With a dedicated team of 50 skilled writers and a separate quality control team, we ensure that every piece of content meets stringent standards before being shared with clients or published.

Even before the articles are published, we ensure that we share them with our clients for their approval. This process is seamless and entirely transparent, aiming to prevent experiences like the one shared by Harrison.

It is important to clarify that this does not imply a stance against AI. We actively utilize AI for content ideation and various other tasks to enhance our productivity. 

Predictions and Practical Advice

As AI-driven tools become more prevalent, the need for ethical guidelines and best practices is paramount. 

Businesses must adopt a proactive approach to ensure their marketing strategies align with ethical and professional standards. 

Here are a few practical steps:

Vet Your Partners: Conduct thorough research before partnering with SEO or digital marketing firms. Ask questions about their processes and request transparency.

Demand Quality Control: Insist on rigorous quality checks for all outsourced content. Ensure it reflects your brand’s values and is factually accurate.

Stay Informed: Familiarize yourself with Google’s spam policies and updates. Knowledge is your best defense against unethical practices.

Embrace Transparency: Share your content strategy and goals with all stakeholders. Open communication can prevent misunderstandings and build trust.

Leverage Human Expertise: While AI tools can enhance efficiency, human oversight remains essential for ensuring content quality and relevance.

Key Takeaways

• Using generative AI for link-building content violates Google’s spam policies and can harm reputations.
• The controversy underscores the importance of transparency and ethical practices in SEO and marketing.
• Businesses must stay vigilant, demanding quality and accountability from outsourced partners.

Dileep Thekkethil

Author

Dileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.