Does Google penalise AI-generated content?

The increase in popularity of AI tools like ChatGPT to create text-based content at scale has prompted the inevitable question: will Google penalise AI-generated content? The short answer is no. The longer answer – as is often the case with Google – is more nuanced than that. It comes down to how it’s used: content quality and demonstrable experience.

As part of Google’s Helpful Content Update in September 2023, it offered more clarity on its view of AI-generated content in relation to its ranking guidelines. It was a pivotal shift, declaring that the quality of content has more bearing on search rankings than how it was created.

Google doesn’t penalise content based solely on its origin (human or AI). Let’s not forget, humans are just as capable of creating rubbish content. Google’s recent focus on the “E” in EEAT – Experience, Expertise, Authority, and Trust – sheds light on what truly matters. They want content that reflects genuine knowledge, expertise, and lived experience that matches user intent.

So, how should you blend AI-generated content with the human touch for maximum impact in the search rankings?

Treat the AI tool like you would a new starter or an intern. Craft a detailed prompt, or series of prompts, to influence the quality of the output. If your prompt is vague or generic, the AI’s response will be too; meaning it takes you longer to edit afterwards.

This is more important than optimising for keywords. Can you help the person searching find the answer more quickly. So, not words for words’ sake, but genuinely helpful. Bonus points if it’s also engaging, unique and/or entertaining.

AI tools may help you to create content more quickly. Instead of producing more content that’s just ‘good’, make fewer pieces, but use the time to elevate it to be ‘exceptional’. Nothing should be published unless it’s had a discerning (human) eye cast over it, and it’s been edited accordingly. Only purely functional searches can be answered through generative AI tools with no editing.

In a sea of mediocre content, how will Google know what to rank first? SEO-first content written for search engines instead of people is boring, repetitive and forgettable. It could be written by any one of your competitors. Once AI has given you a template or topic suggestions, make it your own. Overlay your brand’s unique experience and expertise, in your brand’s tone of voice, and it will stand out from the rest.

There are many searches happening where the answers are more nuanced and tailored, for example, advice on navigating a career change, adopting a vegan lifestyle or running a business. This is where different perspectives can be beneficial – so think how you can weave in different points of view. From your employees, experts or customers?

Ultimately, the future of SEO lies at the intersection of AI efficiency and human creativity. By understanding Google’s evolving landscape and prioritising user intent, you can ensure your brand’s content shines, regardless of how it was produced.

To find out more about our content marketing expertise, email Louise at louise@energypr.co.uk.