The debate between AI-generated content and human-written content is an ongoing one…. and it’s constantly evolving.
As such, Google is actively improving its ability to identify low-quality AI content algorithmically, alongside its current ability to detect automatically generated low-quality spammy material (to include natural language processing algorithms that analyse the text for patterns and syntax common in computer-generated writing).
Their latest statement reads as follows ‘When it comes to automatically generated content, our guidance has been consistent for years. Using automation (including AI) to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies’.
But not all automation (including AI generation) is spam… Google’s core focus is on combating low-quality (poor), spammy content (not AI itself).
Google’s latest update
The most recent major algorithm update that aligns with this (the helpful content update), seeks to promote content that is:
- Created with a Specific Audience in mind
- Demonstrates Expertise
- Satisfies the Search Intent of the user (or users query)
- Published on a website with an Overarching Focus
- Meets the other Google webmaster guidelines (such as E-E-A-T)
The intent is to combat low-quality content and spammy websites…Google’s priority regarding content is quality (as below):
Google’s Priority
Google’s priority when it comes to content is not the methods used to create the content but the quality of the content. Its focus is on high-quality, human-centric content (EEAT – Expertise, Experience, Authoritativeness, and Trustworthiness), that meets their search quality guidelines.
AI is a Tool (not a Replacement)
We can see that Google penalises low-quality content (not purely AI-generated content itself)… however AI content in isolation does impact content quality and therefore engagement, interaction and indexation (as shown below).
The Downside of AI-Only Content
The problem comes when you try to game the system with low-quality filler content, used as a quick fix or to leverage a higher profit margin (by cutting corners)! Fast yet low-quality content will never yield long-term positive results.
- AI-Only Content currently suffers from:
- Low Quality and a Lack of Originality: AI-only content can be poorly written, inaccurate, and unoriginal
- Questionable Tone and a Lack of Personality: If primed incorrectly, AI-only content often lacks the human touch and emotional connection needed to engage readers (customers want content that connects with them and matters)
- Repetition and Duplication: AI-only content often suffers from instances of repetition, duplication and in places plagiarism
- Out of Date Information and Questionable Results: AI-only content can equally suffer from out of date and questionable research and results
However, there are many AI benefits if used correctly:
The benefits of AI-Assisted Content
If used correctly, you can leverage AI to create compelling, high-quality content that resonates with your audiences and ranks well in the search engines.
- Use AI as your assistant, not as a replacement for human centric specialism:
- Research and Analysis: AI can help to conduct a wider depth and breadth of research (the caveat being if you specialise in this remit, you should sense check this and add your own)
- Improved Structure and Clarity: AI can help structure your content for optimal readability
- Audience Personalisation: AI can help tailor your content to specific audience groups, alongside their expectations
- Data analysis: AI can help to analyse vast amounts of data, alongside the insights from it
- First Drafts: AI can help to generate your first draft (your input is the primary, followed by your review, edits, optimisation, tone (voice/personality), trust marks (experience), assets, links… and so on)
By combining human oversight, direct specialism and fundamental content marketing best practices, AI can generate engaging, well-structured copy for various marketing channels.
AI Detectors
These tools help to detect the use of AI content primarily alongside plagiarism… Their goal is to detect original and authentic human content (not AI). These tools are useful to check your content (or others) for originality (quality is the primary goal).
- The scores can be seen as an indicator on quality, if your seeing a high% is AI generated review and ensure a human touch is applied
- If your content is plagiarised, this is different… uniqueness is key (so update)
Tips
- Use AI ethically and as an assistant, not a replacement for human creativity and expertise
- Focus on high-quality, original content that meets Google’s guidelines and resonates with your audience
- Focus on EEAT: Showcase your expertise and build trust with your audience
- Create exceptional content that is both personalised and authentic
For further insights and tailored content strategies, reach out to SERPlicity, let’s elevate your business’s visibility in the era of AI and beyond!