To absolutely no one’s surprise, Google has expressed its dislike for using AI-generated content to gain backlinks.
John Mueller, Google’s Search Relations team lead, stated that it’s “almost certainly against Google’s spam policies” to use generative AI to gain valuable off-page ranking signals.
The quote came as a response to Becca Harrison’s post on Bluesky, where she shared the following:
“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.
The gen AI pages—all designed to improve my website’s SEO—insist that gen AI can help filmmakers be more environmentally sustainable in various aspects of production. This is genuinely terrifying (because it’s untrue) and could potentially cause reputational damage.”
Mueller was later spotted chiming in with:
“It’s frustrating to hear—did you manage to get it deleted? This is almost certainly against Google’s spam policies too.”
It wasn’t revealed how exactly generative AI was used to produce backlinks. Whether it was used as fodder for guest posts, to generate linkable content assets, or to create site reputation abuse material is anyone’s guess.
Backlinks: The Longstanding SEO Goldmine
Quality backlinks have been highly valued in SEO for around two decades now. Ever since it became public knowledge that Google counts links as positive ranking signals, website owners have been on a constant quest to acquire them. The more backlinks pointing to a website, the greater its ranking power becomes.
It’s no surprise that businesses invest anywhere from thousands to millions of dollars per year on backlinks. It’s the area of SEO where the potential to optimize is infinite. Unlike title tags or site speed—where there’s a ceiling to how optimized the ranking factor can be—backlinks offer infinite headroom to gain a ranking edge.
Google is acutely aware of this and has sought to crack down on link-building practices that violate its policies. From massive link exchange schemes to link buying, Google frowns upon websites that seek to manipulate rankings with tactics that generate inordinate amounts of backlinks using unnatural methods. One notable policy is its prohibition of “automated programs or services to create links to your site,” which is where generative AI spam might fall under.
It’s Not Generative AI – It’s What You Do With It
There’s a growing concern in the SEO community that using generative AI can get your website penalized by Google. To date, Google has not given us a definitive statement on its attitude towards generative AI in SEO operations. However, the consensus among knowledgeable people in the SEO field is that AI is fine as long as it’s not used to violate Google’s anti-spam policies.
This means that if you’re using generative AI to clean up code bloat, write title tags, develop article outlines, or fact-check your content, there’s virtually no chance that Google will penalize you. After all, there’s nothing in its guidelines that says you shouldn’t use new tech to make your life easier.
And by the way, it owns Gemini, which is a leading generative AI platform that can handle many of the SEO tasks just mentioned.
However, if you’re using AI to supercharge questionable SEO practices, you can bet that you’ll run into trouble with Google down the road. If you’re flooding the web with unoriginal, unhelpful content, Google will eventually notice and likely slap your website down the SERPs. If you were acquiring links via guest posts by the dozens per year prior to AI usage, and now you’ve scaled it up to the hundreds, Google will eventually recognize the pattern and put your site in its place.
The right way to observe this exchange between Harrison and Mueller shouldn’t focus so much on the AI aspect of the link-building operations she cited. Instead, it should emphasize her description of the link-building methods as spreading “factually incorrect” information that is “in ethical opposition” to her work.
She also stated that the firm built “pages and blog posts as if authored by my project,” which suggests misrepresentation was involved. It stands to reason that a possible Google action would hinge on anti-web spam policies rather than opposition to the use of generative AI.
Essentially, Google has the right to take issue on the nature of the content regardless of whether a human or an AI-author developed it. The issue is not automation as it is the proliferation of spam.
Outsourced Backlinks: More Common Than You Think
In the same post, Harrison mentioned that her web support outsourced link-building operations to a third party that used generative AI to produce its deliverables. While she didn’t say it directly, she seems to imply that this was done without her knowledge.
It’s understandable why this might happen. Most businesses in the US and other developed economies prefer working with agencies in the same location. However, the reality of agencies is more nuanced. For the most part, agencies in the US exist as little more than front desks for sales agents who answer inquiries and pitch prospective clients. Once a client is onboarded, they’re assigned a local project manager who acts as the liaison between the client and the actual SEO production team.
The production team, however, is often offshore, located in countries like the Philippines, India, or Pakistan. They might be directly employed by the agency or part of a separate company offering white-label SEO support. Agencies in developed markets prefer this arrangement because personnel in developing countries can be paid a fraction of what employees in high-income economies make. This setup allows agencies to keep costs down while charging premium rates, maximizing profits.
Among the myriad tasks in a typical SEO campaign, link building is the most repetitive and labor-intensive. As such, many SEO professionals in high-income countries focus on more strategic aspects of SEO, leaving the “grunt work” to offshore teams. Proof of this is the sheer number of agencies in low-income countries specializing exclusively in white-label link-building services. It’s essentially the Chinese factory model—except instead of manufacturing goods, it’s about generating links.
I personally have no issue with this model, as it has been instrumental to the growth of SearchWorks. Legally, nothing prevents agencies from seeking better deals offshore. However, there’s something to be said about transparency with clients. If you have an offshore team, it’s only ethical to let your client know they’re part of the SEO campaign.
Using AI Safely on SEO Operations
AI is a tool, not a magic wand, and certainly not a shortcut to bypass Google’s guidelines. If anything, it’s like a high-powered telescope — you can use it to explore new opportunities, or you can point it in the wrong direction and end up with blurry, useless results. Here’s how to make sure your use of AI falls into the first category.
1. Know the Difference Between Assistance and Automation
AI is excellent at streamlining repetitive tasks, but that doesn’t mean you should hand over the reins completely. Generative AI can help you draft meta descriptions, analyze competitor backlinks, or even refine human-written articles. But at the end of the day, every output it generates needs a human touch. Think of it as a very efficient assistant, not the replacement for a skilled and experienced SEO expert.
If you’re automating something as critical as link building, that’s when you run into trouble. AI systems that pump out backlinks like a factory assembly line are unlikely to look organic and editorially granted. As such, they don’t pass muster with Google’s policies—or, frankly, your clients.
2. Respect Google’s Policies Like Your Rankings Depend on It
Google isn’t anti-AI. It’s anti-spam. That means you can use AI to support your SEO efforts as long as you don’t cross the line into tactics that manipulate search results. Generating backlinks through automated tools or spinning out low-value content is a surefire way to get your website penalized.
Stick to using AI for value-adding tasks. Generate ideas for evergreen content, refine keyword research, or optimize your internal linking structure. Just don’t ask AI to do anything you wouldn’t proudly share with Google in a tweet.
3. Build Links the Old-Fashioned Way:
AI can help you research, write, and polish blog posts, white papers, or case studies, but it’s your job to ensure they provide real value. Linkable assets don’t just happen—they’re the result of insight, effort, and creativity. If your content isn’t worth linking to on its own merits, no amount of AI wizardry will change that.
Instead of relying on AI to mass-produce content, focus on creating something unique: a data study, an in-depth tutorial, or a thought-provoking opinion piece. If it’s genuinely helpful, the backlinks will follow.
4. Transparency Is Your Best Ally
If you’re using AI in your SEO campaigns, your clients should know. This isn’t just about ethics—it’s about trust. A client who discovers AI was heavily involved in their campaign (or worse, generating backlinks through questionable methods) without prior knowledge is unlikely to stay on board.
Be upfront. Tell them how you’re using AI to save time or improve output quality, and explain the guardrails you’ve put in place to stay compliant with Google’s rules.
The same goes for outsourcing or offshoring SEO tasks to other countries. Be proud of your international operations and let your clients know that work quality is never compromised even with your personnel spread out over continents. Many companies have found ways to streamline and improve their services even when processes encompass different time zones.
5. Stay Ahead of the Curve
Google’s stance on generative AI is evolving, and what’s acceptable today might not be tomorrow. The only way to stay in Google’s good graces is to keep up with its updates. Review the Search Essentials regularly and pay attention to discussions in the SEO community. If Google adjusts its guidelines, you’ll want to be the first to know—not the last.
AI isn’t the problem. Misuse of AI is. When leveraged ethically, AI can be a tremendous asset to your SEO operations. When abused, it’s a fast track to penalties and lost trust. The key is simple: don’t let AI do the thinking for you. Use it to enhance your strategy, scale your efforts responsibly, and focus on delivering value. In other words, use AI like an expert, not an amateur with a shiny new toy.
