this post was submitted on 23 Sep 2026
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The article mentions but then bypasses how the ai summaries link out to aggregation websites which seem to be showing AI summaries themselves, which in turn link out to other sources than the original. The problem is therefore not only google's ai summaries, but also the ease that ai enables these other sites to publish with the speed they do (fully automatic probably), and they're probably optimized to be featured in ai summaries.
That's not a fight they're going to win by writing higher quality content, and it's only going to get worse. I'm not sure what remediation there is.
It really sucks.
"That’s not a fight they’re going to win by writing higher quality content" - Why not?
I (unfortunately) work in an industry where companies used to live or die by the amount of website traffics they received. 5 years ago the goal was to write the best content for your users, abiding by the EEAT principle - Experience, Expertise, Authoritativeness, Trustworthiness. Basically good advice given by proven experts. Since the rise of LLMs it’s like we don’t even consider human users anymore. All content is geared towards having your brand show up in AI search. The content itself is all AI generated drivel, but no one cares about that as long as ChatGPT mentions your name when asked about a related topic.
Edit: to answer your question more directly, websites exist for users. Your website only gets users if it appears in search. It used to be that higher quality content was the way to do that, but now that search is largely driven by gen AI, the quality of the content is less important than the specific structure and “freshness” (i.e. how recently it was published) that AI platforms prefer.