AI-generated content: Google’s vision and its implications on SEO

In recent times there has been a great deal of interest in artificial intelligence applied to various fields, including that concerning AI-generated content. Because of the spread of services such as ChatGPT even among the common public, Google has decided to accelerate its projects in this field. In fact, in recent days, the Mountain View company has launched new AI-based features for Search (see Bard), and has also taken an official stance on AI-generated texts, explaining how they fit with Google’s long-standing approach.

To do this, Danny Sullivan and Chris Nelson have compiled a guide that explains how AI-generated content fits into the search engine. Basically, Google is not interested in who or what writes content, as long as it is created to help people and not to manipulate search results. The guide is based on updates to the Content Update System and the 2022 Quality Rater Guidelines, and are a key reference point for understanding what Google looks at to assess content quality.

Google’s focus on the quality of AI-generated content

Google has always tried to offer its users the most useful and high-quality content, and this also applies to AI-generated content. Google’s goal is to reward original, high-quality content that demonstrates expertise, experience, authoritativeness, and trustworthiness, and this is what Google calls“E-A-A-T” (Experience, Expertise, Authoritativeness, and Trust).

Google’s ranking system thus rewards high-quality content, regardless of how it was generated.

The use of AI to generate useful content

Using AI to generate useful content is already a widespread practice in many industries. Staying on the topic of textual content generation, artificial intelligence can be used to generate more complex content, such as news articles or product reviews.

However, the use of AI to generate content with the primary purpose of manipulating search results is considered spam and violates Google’s policies. Therefore, the use of AI to generate content must be done responsibly, always maintaining high standards of quality and usefulness for the user.

Tips for content creators

The use of AI in content generation can be useful, but it must be done responsibly and always meet Google’s quality standards. Content creators should strive to produce original, high-quality, user-friendly content, demonstrating E-A-A-T qualities.

In addition, content creators need to consider the concept of “Who, How, and Why” in content production-that is, who the authors of the content are, how it was produced, and why it matters to the user.

AI can be used as a powerful tool for generating content, but it must be used responsibly and within Google’s guidelines for generating high-quality content.

📌 Also read: How to write SEO-oriented content with artificial intelligence

FAQ

Below are the FAQs that Google has released in its new guidelines.

1. Does AI content violate Google Search guidelines?
   • The appropriate use of AI or automation does not violate Google’s guidelines. This means that it is not used to generate content to manipulate search results, a practice that violates anti-spam policies.
2. Why doesn’t Google Search ban AI content?
   • Automation has long been used in publishing to create useful content. AI can assist and generate useful content in innovative and exciting ways.
3. How will Google Search prevent poor quality AI-generated content from taking over search results?
   • Poor quality content is not a new challenge for Google Search. For years, Google has been tackling poor quality content created by both humans and automation. Indeed, there are systems for determining the usefulness of content. Other systems work to elevate original news reporting. These systems are constantly being improved.
4. How will Google deal with AI content that potentially propagates misinformation or contradicts consensus on important topics?
   • These problems exist in both human-generated and AI-generated content. However the content is produced, Google’s systems seek to highlight high-quality information from reliable sources, not information that contradicts established consensus on important topics. For topics where information quality is critical, such as health, civil, or financial information, our systems place even greater emphasis on signals of reliability.
5. How can Search determine whether AI is being used to spam search results?
   • Google has a variety of systems, including. SpamBrain , which analyze patterns and signals to help us identify spam content, regardless of how it was produced.
6. Will AI content rank high on search results?
   • The use of AI does not give any special advantage to the content. It’s just content. If they are useful, original, meet the aspects of E-E-A-T, they could position themselves correctly. If not, they may not.
7. Should I use AI to generate content?
   • If you see AI as an essential way to help you produce useful and original content, it might be worth considering. If you see AI as a cheap and easy way to manipulate search engine results, then no.
8. Should I add the author’s name to all my content?
   • You should consider adding a clear indication of the author when readers would expect it, such as to any content where someone might think, “Who wrote this?” In any case, publishers appearing on Google News should use the authors’ directions. You can learn more about this by checking out the Google News policy page.
9. Should I add directions on the use of AI or automation to my content?
   • Guidance on the use of AI or automation is useful for content where someone might ask, “How was this created?” You should consider adding these directions when you would reasonably expect to see them.
10. Can I indicate AI as the author of the content?
    • Naming the AI as an author is probably not the best way to comply with Google’s recommendation to make AI participation in the content creation process clear to readers.

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