The Evolution of AI and How Google Is Responding to It

06 Jul, 2023 AI, Google News

The mass availability of AI-generated content and lack of credibility has made people curious about how Google will respond to AI-generated content. According to some members of the Google Search team, Google cares primarily about quality, regardless of whether the content is AI-generated or translated. As long as AI is not being used solely to manipulate rankings or mislead users, Google will not penalize AI-generated content.

However, understanding where Google draws this line can be difficult without the help of experienced SEO professionals. Because AI content can be so unreliable, Google and other search engines recommend having real people monitor the AI content you plan to publish to avoid mistakes. The team at BluShark Digital is happy to walk you through the pros and cons of using AI content on your site and help you understand your options.

Labeling And Ranking Content

According to Gary Illyes, an analyst on the Google Search team, Google does not label AI-generated content. While Google recommends that publishers label AI-generated images using metadata, they are not required to. Google also does not require publishers to label AI content, stating that they want to leave it up to publishers to determine whether labeling AI-generated content is best for user experience.

A major concern regarding AI-generated content is whether it will rank well in the SERP. Google’s algorithm is based on human content, and its search quality rater guidelines include E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness.) AI content cannot claim to have any experience in the topic it is writing about and, therefore, cannot meet the experience threshold. This means that as it currently stands, AI-generated content cannot fully meet the search quality rater guidelines. Google’s algorithm also ranks natural content at the top, so AI content will likely rank lower than human-written content.

AI is still evolving, and policies regarding AI-generated content are still being discussed. Google is trying to adapt to the changing times and develop fair policies, but these internal discussions might take some time before coming to a resolution.

Consult With An SEO Professional Before Publishing AI-Written Content

It is safe to assume that Google treats and will continue to treat AI-generated content differently than human-written content. You should not solely rely on AI to produce content for your website; instead, work with a knowledgeable SEO team to develop authoritative and optimized content.

While AI can be a helpful tool for generating ideas and assisting with human-led tasks, nothing can replace content written by a human. AI should be assisting with your content creation, not taking complete control. If you have questions about how AI might affect your website, do not hesitate to contact the team at BluShark Digital. We are here to help.