Affiliate marketing, AI, couponing and authority: Google's new rules for 2025

The impact of LLMs (Large Language Models) on content

Advanced language models (LLMs) are playing an increasingly important role in content creation. Google does not exclude them from its algorithm, but stresses the importance of using them responsibly. Although LLMs can produce content quickly and efficiently, Google advocates human intervention to verify the information produced, thus guaranteeing its accuracy and added value.

Recommendation:

• Blend automated creation and human supervision to ensure content accuracy and originality.
• Focus on content that responds directly to complex queries and provides real information value.

Buying guides: focus on relevance and quality

According to the Search Quality Evaluator Guidelines (section 6.2), a good shopping guide should offer original, detailed and reliable information. Google gives a "highest quality rating" to pages that respond effectively to users' purchasing intentions (p. 162).

For better value creation :

• Include an honest assessment of the products, including their strengths and weaknesses.
• Offer impartial comparisons based on verifiable tests or expert opinions.
• Create unique content that showcases your experience and industry knowledge.

Good plans and credibility

Sites offering promotional offers must be transparent. Google penalizes pages that hide their advertising character or present misleading offers.

To avoid penalties:

• Clearly mention commercial partnerships.
• Offer up-to-date price comparisons based on verifiable data.
• Limit intrusive advertising for a smooth, pleasant user experience.

Transparency and verification of authority

Credibility is based on authenticity and transparency. Google stresses the importance of clearly indicating the skills and qualifications of authors. This is all the more crucial for content relating to sensitive topics such as health or finance (YMYL - Your Money or Your Life).

The guidelines mention in particular (p. 30):

"A complete lack of information about who is responsible for the website and its content for YMYL pages or other pages requiring trust."

However, on pages 25-27, Google points out that the absence of reputation information is not prohibitive:

"Reputation is important, but if reputation information is not available for a website or content creator, pay extra attention to other PQ considerations, especially when assessing pages on YMYL topics."

Best practices :

• Provide detailed biographies of the authors, highlighting their skills and experience.
• Add verifiable references and links to recognized sources to back up your words.

MFA (Made for Ads) sites under scrutiny

Sites designed exclusively to display advertising without providing any real added value are judged to be of inferior quality. Google recommends that evaluators consider them deceptive and detrimental to the user experience.

Recommended actions:

• Reduce the proportion of advertising in favor of informative and useful content.
• Offer articles enriched with analyses, practical guides and expert opinions.

The practice of buying up old domain names and abusively exploiting their traffic is also targeted by the new sanctions.

Reputation and information about authors: key elements

One of the essential quality criteria for a site is transparency regarding the identity of the authors and the reputation of the platform. The guidelines stress the importance of E-E-A-T (Experience, Expertise, Authority, Credibility/Trust).

Although the absence of information on reputation is not systematically penalizing, it is preferable to provide these elements to reinforce credibility.

Practical tips:

• Display your authors' certifications and awards.
• Present your partners' references and highlight collaborations with recognized experts.

Implications for web players and optimization strategies

For media groups, editors, SEO managers, affiliate and content-to-commerce managers, these new recommendations are essential to ensure good positioning on Google.

A successful affiliate strategy is based on the creation of quality content that combines user satisfaction and optimization of revenue potential.

Content carefully designed for SEO, in line with E-E-A-T principles and enriched by the expertise of qualified authors, remains an essential driver for sustainable growth.

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