Using AI to Create Content: How to Do it Right According to Google
As Artificial Intelligence (AI) continues to conquer the internet, content creation has not been spared. AI's ability to generate vast amounts of content quickly opens up many exciting possibilities for SEO, but how does Google react to this innovation? In this post, we discuss how Google treats AI content and how you can use it effectively for your digital marketing.
Will Google Penalize my Site If I Post AI-Generated Content?
Google doesn't specifically penalize AI-generated content. However, it's essential to understand the distinction between penalties and rank demotion.
A penalty refers to punitive action taken by Google against sites that violate its guidelines, whereas rank demotion is a decrease in a site's rank due to low-quality or irrelevant content.
So, while Google may not penalize you directly for using AI content, your site could still suffer ranking drops if the content is deemed subpar.
What Google Has to Say About AI Content
In February 2023, Google released a set of guidelines to address the growing concerns around AI-generated content. In a short summary, this is what those guidelines have to say:
- Quality over quantity: Focus on creating high-quality content that demonstrates experience, expertise, authoritativeness, and trustworthiness (E-E-A-T), whether it is AI-generated or human-written.
- Avoid manipulation: AI should not be used to generate content primarily aimed at manipulating search rankings. This is against Google's spam policies.
- Harness AI appropriately: AI can serve as a powerful tool in creating useful and original content. If AI aids in achieving this, it can be beneficial.
- Consider your audience: Assess your content in terms of "Who, How, and Why." This applies regardless of whether your content is AI-generated.
- Disclose AI usage when appropriate: If readers might question how the content was created, consider adding a disclosure that AI or automation was used in the creation process.
Sidestepping the Ranking Decline Associated with AI-Generated Content
To avoid a potential decline in rankings, your AI-generated content must be carefully managed. Namely, it must adhere to Google's E-E-A-T principles: experience, expertise, authoritativeness, and trustworthiness.
To achieve this, consider incorporating human intervention. AI tools can generate the primary content, but human editors can then refine and ensure its relevance, quality, and adherence to Google's best practices.
This blend of AI efficiency and human creativity results in more engaging and Google-friendly content—but beyond that, this ensures the content is more user-friendly, which is far more important than satisfying a search engine.
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