Google Is Using AI To Identify Scam Websites: What You Should Know in 2025

On Search, Chrome, and Android, Google has deployed AI-powered security measures over the past three years to fight back against scammers. The aim is to protect users from having their personal information or finances compromised, leading to a safer user experience across all Google services.

According to Google’s Fighting Scams On Search report published on May 8, here are three ways that the search engine has been able to crack down on scam sites:

1. Through language learning models – By using an AI system, Google has successfully been able to detect “20x more scammy pages before they reach Search.” It can also detect scam pages in multiple languages.
2. Through updates to its scam detection systems – Google’s scam detection systems are regularly updated in line with current cybersecurity threats and to prevent millions of scam-related website results from appearing on search.
3. Through awareness of emerging scam trends – This often involves scam trends targeting specific industries. For example, scam attacks that infiltrated airline customer service queries.

These AI-powered security strategies aren’t just beneficial for search engine users, but they’re beneficial for your website too. With less scam webpages on search, your page rankings are less likely to be impacted by results pages filled with deceptive content.

Though less scam websites on search may sound like music to your ears, there is one important factor you should consider: the quality of your own website. 

Because these AI-powered security measures make it easier for Google to identify deceptive content, you must make sure that you’re regularly auditing your website and ensuring that it meets Google’s high standards. As you look over your website, ask yourself these key questions:

• Does my content come across as trustworthy? – To build trust with your customers and show Google that your website is legitimate, think about the different trust signals on each page. For instance, you may want to showcase real reviews or user-generated content from customers, or highlight any awards or certifications.
• How secure is my website? – Your website also needs to be safe and secure for users to best protect their personal information. Make sure that you get an SSL certificate, you regularly update your website software, and you’ve scanned your webpages for any vulnerabilities.

🔐 Want some more tips on how to keep your website safe for users? Check out our guide on how to make your website secure!

Above all, Google’s crackdown on scam content is designed to provide users with a safe and seamless environment to conduct their searches, so make sure that this user-first ethos trickles down into your own website and its content. You’ll want to keep the user happy at every stage of their journey, so check that your webpages are secure, display key trust signals, and fulfill their search intent – be it informational or transactional.