SPECIAL SERIES ==> 👻 Your Old Web Pages Are Being Ghosted by AI <== | BATHROOM Break #130 COLLAB: The Marketing Millennials + Do This, Not That

Your old web pages are being ghosted by AI. If you haven't touched a page on your site in over a year, it is now twice as likely to be ignored by large language models like ChatGPT, Gemini, and Perplexity. That finding comes from a new HREFs study discussed on this episode of Do This, NOT That, and it flips the script on what many marketers thought about evergreen content.

Google’s War on AI-Generated Spam

The conversation opens with a major Google update that is cracking down on low-quality, AI-generated content. Daniel Murray explains that Google is now actively flagging websites that publish hundreds of AI-written articles just to rank for keywords. The search giant is treating this as spam, which means those pages get downgraded rather than boosted. The counterintuitive lesson: writing fewer, better pieces of content—ones that include original thought leadership, real statistics, and human perspective—is now the safer and more effective strategy. Jay Schwedelson frames this as a return to fundamentals: "It's better to do a couple great pieces of content on your website that has thought leadership, that has stats in it, than just do a hundred or two hundred articles just to rank for keywords."

The 1995 Rule of AI Content