At Google Search Central Live Deep Dive in Barcelona, Google said it has increased spam updates in 2026 because there is more new content than ever, and it is leveraging AI to identify low effort, scaled content. The company said it filters about 40 billion spam pages a day and emphasized that quality assessments now focus on effort, originality, talent, and accuracy.
Why it matters to multifamily marketers
Apartment websites and blogs that lean heavily on generic AI generated neighborhood guides and amenity pages are more exposed than ever, so marketers should prioritize original, specific content tied to their property and submarket.