Overview of Key Updates
Google’s January 2025 update to its Search Quality Raters Guidelines (QRG) introduces a much tougher stance on fake EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) content and deceptive website practices.
1. Expanded Definition of Deceptive Purpose
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Broader Scope: Section 4.5.3 is now titled “Deceptive Page Purpose, Deceptive Information about the Website, Deceptive Design,” reflecting a wider focus on all forms of deception, not just misleading content.
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Clear Examples: Now includes explicit examples such as fake celebrity endorsements and false claims of product testing designed to drive monetized clicks.
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Intent Matters: It’s not just about false information, but also about the underlying motive-content created to mislead or manipulate users for profit is now squarely targeted.
2. New Focus on Fake EEAT Content
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Fake Business Information: Websites that claim to have a physical store (with fake photos or addresses) when they only exist online are now considered deceptive. Being an online-only business is fine, but pretending otherwise is not.
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Fabricated Author Profiles: Sites using AI-generated or invented author bios and images to appear credible are now explicitly called out. Authenticity in author attribution is required.
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False Credentials: Misrepresenting expertise-such as claiming medical or professional qualifications that don’t exist-is now a clear violation.
3. Deceptive Design and UI Practices
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Manipulative Elements: The guidelines now warn against UI tricks, such as:
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Buttons or links that appear to close popups but actually trigger downloads or other actions.
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Misleading page titles that have nothing to do with the actual content, tricking users into clicking.
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What Google Now Considers Deceptive
| Area Targeted | Examples of Deceptive Practice | What’s Required Now |
|---|---|---|
| Deceptive Purpose | Fake endorsements, false product testing, misleading monetized links | Authentic, user-focused content |
| Fake EEAT Content | Falsified business info, AI-generated author profiles, fake credentials | Real business details, real authors |
| Deceptive Design/UI | Misleading buttons, unrelated page titles | Transparent, honest UI/UX |
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Prioritize Authenticity: Real people, real credentials, and real business details are now essential for SEO success.
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Audit Content: Remove any fake bios, invented expertise, or misleading business claims.
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Review UI/UX: Ensure all buttons, links, and titles accurately reflect their function and content.
Why This Matters
Google’s update signals a move toward stricter enforcement of content authenticity and transparency. Sites found using deceptive practices risk being penalized or losing search visibility. Authenticity is now a ranking factor, not just a best practice.
“Authenticity should be the core principle for any SEO and content strategy.”
Stay ahead: Regularly review your site for compliance with these guidelines to futureproof your SEO and maintain user trust.
References: Search Engine Journal – Google’s Updated Raters Guidelines Target Fake EEAT Content