If you’ve noticed Google’s AI Overviews showing some questionable or flat-out spammy sites, you’re not imagining it. A recent antitrust court document gave us a peek under the hood at why that happens — and it comes down to how Google’s AI (Gemini) “grounds” its answers.
Instead of using Google Search’s full ranking system (the one that carefully weighs hundreds of signals like links, quality, and reputation), Google’s AI uses something called FastSearch. FastSearch is built to be fast, not necessarily thorough. It pulls fewer web pages, relies on a slimmed-down set of signals, and uses a deep-learning model called RankEmbed to find “semantically relevant” pages.
Translation?
- Google AI isn’t applying the same strict filters as normal Google Search.
- That shortcut means spammy or lower-quality sites sometimes sneak in.
What This Means for Small Businesses
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Links aren’t the star anymore (at least in AI Overviews).
Traditional SEO has always leaned on backlinks as proof of authority. But in AI Overviews, Google’s system focuses more on semantic relevance (how closely your content’s wording matches a query) than on how many sites link to you. -
User engagement matters.
RankEmbed is trained on search logs (click-and-query data) and human rater feedback. In other words, Google is watching how people interact with your site. Do they click and stay? Or bounce away? That behavior influences what gets surfaced. -
Freshness is critical.
These models get retrained, but not constantly. If your site is outdated or rarely updated, you’re at risk of being skipped over in favor of fresher content. -
AI Overviews may not always show the “best” site — so don’t panic.
If you’re not appearing in AI Overviews, it might not be a quality problem with your site. It could just be the way FastSearch cuts corners to deliver answers quickly.
Practical Takeaways for Your Business
- Prioritize clarity and relevance. Write content that directly answers customer questions in plain, natural language. Think “FAQ style.”
- Keep your site updated. Fresh posts, product updates, and recent customer reviews signal relevance.
- Optimize for engagement. Make sure your site loads quickly, is mobile-friendly, and gives visitors what they came for right away.
- Don’t ditch traditional SEO. Links, authority, and reputation still matter for normal Google Search — and those results often feed into AI Overviews anyway.
👉 Bottom line: Google’s AI shortcuts sometimes let spammy sites through, but that also means small businesses who create clear, fresh, and useful content can compete — even without massive backlink profiles.
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