Google has updated its guidance for website owners to warn against using fabricated author profiles to make content appear as though it’s been written by an expert.
The guidance identifies invented names, AI (artificial intelligence)-generated headshots and false qualifications as examples of deceptive authorship.
Often, these methods are used to create a misleading impression of human expertise. Google says this deception makes a page untrustworthy to readers and its automated quality systems, signalling poor-quality content.
Adding an author profile might seem like a straightforward way to make an article look more credible. However, if that profile describes someone who doesn’t exist, readers are being given a reason to trust the information that has no basis in reality.
Imagine finding advice on a supplier’s website, then discovering that the supposed industry specialist behind it is fictional. This could lead you to question the advice itself, along with other claims the supplier makes about its services.
The damage could extend beyond one article too. Google’s quality rater guidelines already covered similar examples of deception. As Search Engine Journal reports, the updated wording now brings that warning directly into guidance aimed at website owners. The change doesn’t explain how Google’s systems would identify a fabricated profile or announce a specific new ranking penalty.
What should businesses do?
A useful starting point is to review the names and biographies attached to existing articles. Any qualifications, experience or claims about who reviewed the content should accurately reflect the people involved.
Where a team member contributes their knowledge, explain that contribution clearly. For example, if an engineer checks a technical article, crediting them as its reviewer gives readers useful context, provided that review actually happens.
It’s also worth considering what the article demonstrates. Answers to common customer questions, explanations drawn from experience and relevant examples give readers something they can use when making a decision. An impressive biography can’t compensate for an article that leaves those questions unanswered.
At Engage Web, we help businesses turn their knowledge into content that supports their customers and their search visibility. If your website isn’t doing justice to the expertise within your business, speak to our team about making better use of it.
- Google warns businesses against using fake authors - October 7, 2026
- Google could offer AI search alternatives, but rivals face conditions - September 29, 2026
- Google expects AI search reporting to change - September 22, 2026
