If you’ve been in SEO long enough to remember the days of article directories, spun content and link wheels, you might be feeling an uncomfortable sense of déjà vu right now.
I know that I do.
The current obsession with using AI to churn out content at scale, and supposedly automate everything, feels eerily reminiscent of the bad old days when quick wins ruled and quality was little more than a buzzword.
We’ve been here before and we (seasoned digital marketers) know how it ends.
When Google fought back
If you rewind the clock, you will recall the chaos caused by Google’s Panda and Penguin updates, amongst others.
Entire industries built on mass-produced content and manipulative link building were wiped out overnight. Sites that had gamed the system with spun articles, thin content and dodgy backlinks vanished from the search results, many never to recover.
To be honest, I enjoyed this particular period of SEO history as it rewarded those who were committed to building a brand rather than the spammers, who had got away with it for too long.
Panda (2011) targeted low-quality content farms, while Penguin (2012) took aim at unnatural link profiles. Later updates like Hummingbird, Medic, and the Helpful Content Update reinforced the consistent message: Google rewards expertise, originality and genuine value. Those who had built on shaky foundations were left picking up the pieces.
Fast forward to 2025 and, despite all those hard-learned lessons, it feels like we’re slipping backwards. We are being asked about AI shortcuts by clients who want immediate wins pretty much everyday here at Browser Media. It is all a bit depressing really.
The AI gold rush
Artificial intelligence has opened up huge opportunities for marketers. Tools that can write blog posts, product descriptions and social captions in seconds are understandably tempting – especially for businesses under pressure to do more with less.
But too many are falling into the same old trap: prioritising volume over value.
The web is once again being flooded with generic, derivative content produced at the touch of a button. Pages stuffed with keyword-optimised fluff and paraphrased ideas might work in the very short term, but the warning signs are already flashing.
Google has made it clear that AI-generated content isn’t inherently bad – what matters is whether it’s useful, original and demonstrates real human oversight.
However, when entire sites are built around auto-generated pages with minimal editing or added expertise, history tells us it’s only a matter of time before the next algorithmic reckoning.
Have we learned nothing?
It’s easy to see why marketers are drawn to the promise of instant results. AI can save time, reduce costs and help scale operations – but it’s no substitute for strategy, creativity or genuine brand building.
SEO has always been cyclical, but every cycle ends with the same conclusion: shortcuts don’t last.
Just as thin affiliate sites, spun blog networks and low-effort guest posting were eventually punished, the current wave of lazy AI content will almost certainly face the same fate.
When that happens, those who invested in building something meaningful will be the winners. Yes, it takes far more effort and brain power, but you are building for the long term future rather than right here, right now.
Building for the long term
Brilliant digital marketing should be thought of as a marathon, not a sprint.
Yes, it takes far more effort and brain power, but you are building for the long term future rather than just right here, right now. Focus on creating assets that endure. That means producing genuinely insightful content, earning links through reputation rather than manipulation, and building a brand that both people and algorithms can trust.
By all means, use AI as a tool to assist and inspire. But if it becomes a crutch for cutting corners, you’re heading down the same path that so many failed SEO strategies have taken before.
I do understand the pressure that our clients are under to deliver demonstrable results and I share the incredible frustration that is felt when spammy / lazy marketing is clearly delivering results but will always encourage any marketer to consider the bigger picture and acknowledge the real risks that short cuts bring. In my experience, quick wins are often a prelude to long-term pain.
The smart money, in my humble opinion, is on patience, quality and consistency. Build something worth ranking, and you’ll be far better equipped to weather whatever storm the next Google update (hopefully) brings.
I am looking forward to that day.