In the realm of website management and digital marketing, AI copywriters have become a common tool. These tools are typically accessible, cost-effective, and can be quite effective—yet, their impact on SEO remains a significant concern. How does the incorporation of AI-generated content and copy influence search rankings?
As the dominant authority in SEO, Google’s stance on AI-generated content is pivotal. We must consult their guidelines to determine the value of using AI content for search rankings.
Historically, Google has been ambiguous about its guidelines for AI-generated content, claiming to have algorithms capable of detecting and penalizing such content. Until recently, many SEO professionals regarded the explicit use of AI content for ranking as a risky, potentially black-hat SEO tactic.
However, in light of the rise of tools like ChatGPT and large language models (LLMs), Google has shown a more lenient attitude. John Mueller, speaking on behalf of Google, has stated that AI content created for human benefit may not violate their guidelines.
Consequently, websites like Bankrate have achieved good rankings with AI-generated content, though these rankings may be fleeting as search engines adapt. Some SEO firms have reported short-term ranking gains following the addition of AI content, but these benefits often diminish over time.
At Coalition, we are cautious about using AI content for SEO purposes. Why? Firstly, AI content generators primarily rely on predictive models based on vast datasets. This approach can lead to less reliable or accurate outputs, especially on niche topics, and some experts have criticized these tools as “bullsh*t generators.”
Secondly, we consider the use of AI content a potential liability for our clients. When businesses publish AI-generated content that makes claims about their services or products, they may be held liable. While fact-checking and editorial reviews can mitigate some errors, they cannot guarantee complete accuracy. Why not start with human-generated content instead?
Our second reason is the aim to create content that is beneficial to humans and ranks well in search results. Google’s primary goal is to provide relevant and helpful search results to users. By focusing on user benefit, SEO professionals can ensure their strategies are algorithm-resistant.
Statistical predictions about word usage create fluff rather than meaningful information for users. Relying on AI-generated content can actually decrease a website’s value to end users.
Thirdly, if LLMs rely on the internet to inform their next iterations, and the internet is dominated by AI-generated content, the result will be an AI informing an AI about human content. Over time, this can lead to extreme and inaccurate outputs from AI.
The proliferation of AI-generated content, driven by tools like ChatGPT, has likely increased the volume of such content online, threatening the quality of AI-generated content. As a result, LLMs will focus more on detecting content generated by their own tools or others, leading to an arms race between AI content generation and detection.
Human-generated content will become more valuable, particularly when it can demonstrate human involvement. As an SEO company, we are investing in showcasing the humanity behind our content in ways that can be measured by algorithms and AI.
Lastly, Google cannot manually review all AI content for its value to humans. This requires human input, which is costly. As a result, Google will rely on automation, potentially issuing rules on identifying AI-generated content. Even content claimed to be human-generated may need to pass various tests.
AI content that is not clearly identified as such may face penalties due to the ease of attributing malicious intent. Google has demonstrated this approach with its handling of links. The main difference is that links do not require unique access to publish on web properties.
As a result, we explicitly prohibit the use of AI content by our copywriters for any content intended for page ranking.
AI can assist in generating content ideas, retrieving data, statistics, and quotes. Knowing how to effectively prompt AI is crucial for generating high-quality information. However, AI-generated responses should never be taken at face value. These tools provide shortcuts and planning assistance but are not a comprehensive solution. Accuracy is paramount, and fact-checking is essential.
While we do not endorse the use of AI-generated copy, any content published on your site should pass an AI detection test. Use tools like the OpenAI detector to minimize the risk of penalties. Start with less critical pages and blog posts when experimenting with AI-generated content, avoiding major pages like your homepage.
For human-centric content creation, consider reaching out to Coalition for a free review.
