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# OpenAI Search, Reddit Overexposed, 'Clarifying' AI Content Policy
- URL: https://www.nearmedia.co/openai-search-reddit-overexposed-clarifying-ai-content-policy/
- Published: 2024-02-15T19:15:31.000Z
- Updated: 2024-02-15T19:19:54.000Z
- Author: Greg Sterling
- Tags: News

### OpenAI Search to Challenge Google 

According to a [story](https://www.theinformation.com/articles/openai-develops-web-search-product-in-challenge-to-google?ref=nearmedia.co) appearing in The Information yesterday, OpenAI is reportedly working on a new search engine that would be more directly competitive with Google. The report also says that it would at least partly be powered by Bing. ChatGPT currently can use Bing to search the web – although the experience is mixed. It's unclear, assuming the story is accurate, what the new experience would look like and whether it would be integrated into ChatGPT or become a new product entirely. My bet would be on integration but a new product might more readily open the door to ad revenue, as OpenAI [tries to "double its yearly run rate](https://www.ft.com/content/6314d78d-81f3-43f5-9daf-b10f3ff9e24f?ref=nearmedia.co)" by next year. The report is being taken seriously enough by Wall Street that it sent Google's shares down about 2.5% earlier today. According to Microsoft, every point of search market share [is worth](https://www.cnbc.com/2023/05/23/microsoft-says-bing-can-be-default-search-engine-for-chatgpt-users.html?ref=nearmedia.co) roughly $2 billion in ad revenue. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2024/02/Screen-Shot-2024-02-15-at-7.13.25-AM.png)

Source: ChatGPT

**Our take:**

- BingGPT [has not moved the needle](https://www.nearmedia.co/copilot-is-the-future-local-seo-gap-jihad-vs-mcworld-content/) for Microsoft in search. That raises the question of whether ChatGPT would suffer a similar fate, although ChatGPT has built a strong consumer brand, which Bing has not.
- SEOs appear split ([informal poll](https://twitter.com/gsterling/status/1599805111404224512??ref=nearmedia.co)) on whether Google is getting worse or it's the internet itself. This debate wasn't happening three years ago.
- There is a growing perception, fueled by media reports, that search quality is down and some [evidence](https://www.adobe.com/express/learn/blog/using-tiktok-as-a-search-engine??ref=nearmedia.co) of pent up demand for alternatives.

### Google Shows Reddit Too Often 

As Google has increasingly promoted social and forum content as part of its "[Hidden Gems](https://www.nearmedia.co/automated-paid-search-hidden-gems-in-store-ai-assistants/)" strategy, Reddit has been a major beneficiary. Glen Allsopp [analyzed](https://detailed.com/forum-serps/?ref=nearmedia.co) Google results for "10,000 hand-picked product review terms" to see how well forums were ranking in Google SERPs and which ones dominated. He found that the "Discussions and Forums" module appeared in 77% of these product search results. Reddit was dominant, appearing almost 98% of the time in nearly two out of three positions, as shown in the image below. This "excessive promotion" of Reddit may also be contributing to spam. Allsopp says, "51% of Reddit’s top-ranking threads currently have spam as a top comment." Many of them are filled with affiliate links. (Other [studies](https://www.seroundtable.com/study-google-search-is-getting-worse-36736.html?ref=nearmedia.co) have similar findings.) Allsopp concludes that Reddit moderators are not keeping up, as Google sends more traffic to the site and marketers try to exploit its growing visibility in search. Smaller forums are showing up for specific verticals, but "Reddit and Quora had more than 3X the visibility of every other forum combined," according to the study. Allsopp laments, "Current search results are the worst I can recall seeing." He recommends that Google get rid of Discussions and Forums entirely or significantly diversify the links it shows. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2024/02/Screen-Shot-2024-02-15-at-6.28.58-AM.png)

Source: Google

**Our take:**

- When the "[Google getting worse" debate](https://www.nearmedia.co/google-decline-local-inventory-search-open-metaverse/) heated up, there was lots of discussion of [use of operator "site:reddit.com](https://dkb.blog/p/google-search-is-dying??ref=nearmedia.co)" to get better results.
- Google's "Hidden Gems" is [supposed to](https://blog.google/products/search/google-search-november-2023-update/?ref=nearmedia.co) surface "firsthand knowledge" and "diverse perspectives" to address some of this search-quality criticism and appeal to users who might defect to TikTok.
- Whenever Google gives something a dedicated SERP position it attracts spam. Web [Stories](https://twitter.com/glenngabe/status/1755925144139071600?ref=nearmedia.co), [LSAs](https://www.nearmedia.co/lsa-spam-scam-its-deja-vu-all-over-again/) and [Popular Products](https://www.seroundtable.com/google-search-popular-product-spam-listings-36840.html?ref=nearmedia.co) are other examples.

### Google to 'Clarify' on AI Again

Google originally [took the position](https://searchengineland.com/google-ai-generated-content-spam-383454??ref=nearmedia.co) that "automated content" (read: AI) was spam. Then, recognizing that widespread use of AI was perhaps inevitable, the company changed its position last year. Google [said](https://developers.google.com/search/blog/2023/02/google-search-and-ai-content?ref=nearmedia.co) this in 2023: "Our focus on the quality of content, rather than how content is produced." That came with the caveat that using AI "to generate content with the primary purpose of manipulating ranking in search results" would be penalized. This qualifying language is how Google finessed the relaxation of its AI content prohibition while trying to maintain the appearance of consistency. This guidance, however, wasn't particularly helpful given the reality of the way the market operates; the primary job of SEOs is to rank in Google. Google's every algorithm change creates incentives for marketers in one form or another (see above). Saying "yes" to AI usage has encouraged widespread integration of AI into content and website development. And it's now being deployed by publishers, agencies and brands [at scale](https://www.linkedin.com/posts/localseoguide%5Fsome-interesting-ai-content-for-seo-data-activity-7163953914550177796-%5F%5FQL??ref=nearmedia.co). According to a recent [report](https://www.nearmedia.co/google-maps-ai-ai-content-working-gemini-vs-search/) from Semrush, AI content is ranking and, in some cases, more successful than purely human-generated writing. SERPs are now full of "automated content" in one from or another (see, e.g., [here](https://www.linkedin.com/feed/update/urn:li:activity:7138912626524184576/??ref=nearmedia.co), [here](https://www.linkedin.com/feed/update/urn:li:activity:7138912626524184576/??ref=nearmedia.co)). Seeing this, Google [is ready to offer another AI "clarification](https://www.seroundtable.com/google-ai-generate-content-for-seo-purposes-36869.html?ref=nearmedia.co)." It will likely be a reiteration of [HCU guidance](https://developers.google.com/search/docs/fundamentals/creating-helpful-content?ref=nearmedia.co). 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2024/02/confused-robot.png)

Source: Gemini

**Our take:**

- Google's spam problem is partly a function of its success as a search monopoly. Ranking on Google is an incredibly high-stakes game.
- Marketers will do everything they can for advantage, including (very often) dubious, spammy, artificial or unethical things.
- Google must do what it claims to be doing already: ranking genuinely good content. But it [has trouble](https://searchengineland.com/google-search-ranking-documents-434141?ref=nearmedia.co) figuring that out. It also needs to put more resources against fighting spam, which would help in a major way.

## Recent Analysis

- **New Google EU Local Results DMA Compliant?** [by Mike Blumenthal](https://www.nearmedia.co/are-google-eu-local-results-dma-compliant/).
- **Google Maps AI on iOS: Early Impressions**, [by Mike Blumenthal](https://www.nearmedia.co/google-maps-ai-iphone-early-impressions/).
- **Near Memo, episode 145:** [Will AI Improve SMB Websites? G-Maps Getting Gemini, Bright Local Brand Survey Takeaways](https://www.nearmedia.co/ep-145/).

## Short Takes

- **Google Maps** [suffered 2 hour outage](https://www.seroundtable.com/google-search-local-pack-missing-36895.html?ref=nearmedia.co), causing Packs to disappear.
- Google [explains what it's doing to EU SERPs](https://developers.google.com/search/blog/2024/02/search-experiences-in-eea?ref=nearmedia.co) to comply with the **DMA**.
- Where does **E-E-A-T** stand after [Google ranking-signal "debunking](https://searchengineland.com/google-eeat-misconceptions-437445?ref=nearmedia.co)"?
- AI-driven search site **You.com** [unveils](https://you.com/?ref=nearmedia.co) a new, cleaner interface.
- **ChatGPT** [used by hackers](https://www.theverge.com/2024/2/14/24072706/microsoft-openai-cyberattack-tools-ai-chatgpt?ref=nearmedia.co) to "improve" cyberattacks.
- **Slack** [about to roll out AI features](https://www.theverge.com/2024/2/14/24070590/slack-ai-launch-thread-summaries-search-recap?ref=nearmedia.co) to enterprise users.
- **Mozilla**: "romantic" AI chatbots [are harvesting and selling user data](https://foundation.mozilla.org/en/privacynotincluded/articles/happy-valentines-day-romantic-ai-chatbots-dont-have-your-privacy-at-heart/?ref=nearmedia.co).
- Resurgence of **digital ad market** [mostly benefitting tech giants](https://finance.yahoo.com/news/big-tech-is-taking-the-spoils-of-the-ad-resurgence-110046589.html?ref=nearmedia.co).
- Ballmer 2.0: Zuckerberg [claims](https://www.cnbc.com/2024/02/14/mark-zuckerberg-comments-on-apples-vision-pro-.html??ref=nearmedia.co) Quest headset is better than **Vision Pro**.
- **Google** [partners with EDF](https://blog.google/outreach-initiatives/sustainability/how-satellites-algorithms-and-ai-can-help-map-and-trace-methane-sources/?ref=nearmedia.co) to map and track methane emissions.
- **Walmart** wants to buy TV maker Vizio for CTV advertising ([WSJ](https://www.wsj.com/business/retail/walmart-vizio-tv-company-deal-b90c77f6??ref=nearmedia.co)).
- **AI speech** sounds even more human, [with Amazon "breakthrough](https://techcrunch.com/2024/02/14/largest-text-to-speech-ai-model-yet-shows-emergent-abilities/?ref=nearmedia.co)."
- **Apple** Keyframer [uses AI to animate fixed images](https://venturebeat.com/ai/apple-researchers-unveil-keyframer-an-ai-tool-that-animates-still-images-using-llms/?ref=nearmedia.co) with prompts.

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