John Mueller, a Google search expert, vocally referred to AI-created content as spam in 2022, in a Google SEO Office Hours video. He even cautioned against its use, claiming that it was contrary to Google's Webmaster Guidelines. This left a lot of uncertainty amongst the search marketers, as the question that many search marketers have asked is whether or not AI content can ever be ranked on the Google search results.
But ever since that time, Google has shifted its position on AI-generated content. Though they were initially vigilant, Google now has a wider tolerance for AI content so long as it satisfies the right measure of quality, relevance, and user intent.
Currently, several research studies and publications indicate that, indeed, AI-created material is being ranked on Google. However, the doubts have not disappeared, and a number of questions are still posed:
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Does Google penalize AI content?
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Can Google detect AI-generated content?
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What do Google’s Spam Policies say about it?
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What has Google officially stated about AI content?
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How can you make AI-generated content comply with Google’s guidelines?
In this blog, we’ll answer these key questions, clear up any confusion, and explain how to ensure your AI content works well with Google’s guidelines.
Does Google Penalize AI Content?
No, Google does not punish AI-generated content on the basis that it was done by AI. Google is more concerned with the quality of the content produced rather than the tool that was utilized to create the content.
Most of the SEO professionals were concerned that Google would automatically give AI content a death sentence when it initially gained popularity. Indeed, many users and brands went to Reddit and Quora (as well as other forums) discussing whether their websites were under penalty schemes because the ranking was declining.
There is one Reddit thread during that period that illustrates the level of uncertainty and distrust the SEO community had. Users expressed their fears of prioritizing drops and doubted the attitude of Google towards AI content.
Google has, however, come out clean on this. They have clarified that they do not penalize AI content because it is AI-generated. Rather, they are interested in the quality of content. Google has publicly stated:
The fact that we concentrate on the quality of the content, and not the process of content production, is an effective guideline that allowed us years ago to provide the users with reliable and high-quality results.
Only in case the quality of the AI-generated content is good and satisfies Google, along with the E-E-A-T principles (expertise, experience, authoritativeness, and trustworthiness), it will not be punished. A recent survey conducted by Ahrefs found that 600,000 pages did not elicit any significant association between AI content and low rankings. Indeed, approximately 82% of the high-ranking pages contained some kind of AI-generated materials, which implies that Google does not punish it until it benefits the user.
Nonetheless, there is one significant difference between Google. When manipulation of search ranking is done using AI or automation, such as coming up with content only to serve the purpose of ranking the search engine rather than addressing the actual needs of the consumers, that is considered spamming as defined by Google. The most memorable lesson is that the AI content, just like any other content, must be aimed at providing value to a user, but not necessarily attempting to be ranked high in terms of search results.
Can Google Detect AI-Generated Content?
Google is capable of recognizing AI-generated content, and this is not about banning it directly. Instead, Google algorithms assess the quality of the content. Tools such as natural language processing (NLP) are employed to identify patterns in the text that could indicate automation. Nevertheless, if the content produced by AI is supplemented with human editing and originality, these two factors may render it practically indistinguishable from content produced by humans.
The issue arises when AI-generated content is of poor quality or created to manipulate search results. Such types of content may lead to Google sanctions. To be successful, ensure that you produce content that is genuinely valuable to your audience.
Algorithmic Signals and Pattern Recognition
Google is not equipped with a ChatGPT detector, but it is aware of what low-quality content is. AI-generated content often exhibits a predictable pattern, such as being vague, repetitive, or shallow. The algorithms at Google identify such signs, as do those of poorly written human content. Google flags can be activated by pages that are not performing well, such as those that bounce frequently or fail to engage users.
Pro Tip: Monitor the performance of your content with the help of such tools as Google Search Console. Where there is no good working, change it to enhance the interaction.
Manual Reviews and User Feedback
Along with the use of algorithms, Google has human quality raters who evaluate the content. To ensure that your material is well written, think of your AI-assisted content:
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Is it factually accurate?
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Is it grammatically formatted and rewritten to be readable?
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Does it have real value rather than being rubbish-tailored?
When content fails these tests, it can be considered low-quality or spam.
Pro Tip: To enhance your credibility, include a byline and timestamps, and always provide the source used. This helps users as well as quality reviewers trust the content.
Review Google's Spam Policies
Google does not oppose all AI content.
For example, they say:
Salaried production of the content by using automation - and in particular AI - with the primary aim of controlling ranking in search results is a breach of our [Google] spam policies. With that said, it should be noted that not every instance of automation application, such as AI creation, is spam. Examples of valuable content produced by automation have traditionally included sports results, weather forecasts, and transcripts.
And:
It is not within our guidelines to oppose the appropriate use of AI or automation. – Google Search Central
Lastly, a personal opinion about the discussion that John Mueller had:
Google aims to demonstrate the most valuable and relevant content.
Therefore, once you can accomplish that with AI content, then do so.
What Google Has Actually Said About AI Content
Google has clarified that there is nothing wrong with its regulations regarding the use of AI tools to assist in writing content.
They have claimed that rewarding quality content, regardless of its creation, and advise that we should focus on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
In particular, they noted that the use of AI-generated content alone does not result in any penalty or flagging because the machine writes it.
It is straightforward: it is all about strategy, precision, and genuine expertise, not your technology stack.
Google is not punitive about AI content based on its policies. Nevertheless, Google has recently implemented manual sanctions on websites with spammy, artificially generated content developed by large language models (LLMs). It has also been demonstrated that the algorithm can identify some AI-generated materials.
We studied 487 Search Results to get the answer to the question: Does Google punish AI content?
Using an AI content detector (Originality.ai) to analyze the most competitive search terms, we analyzed 487 search results via Google and discovered that:
83% of Top Google Search Results Are Not Using AI-Generated Content
4 Steps To Make Your AI Content Meet Google Guidelines
As you can see, Google’s stance towards AI content is quite uncertain. The only certainty is to make your content as helpful and human-like as possible to minimize the chance of penalties.
Here are 4 steps you can take to add value and humanization to your AI content :
1. Feed Original Ideas to Your AI
AI technology devices, such as ChatGPT or other content-generating tools, rely on the data they are trained on to create content. But when you just get them to paraphrase something, you can end up having a generic or repetitive text. Fuel original ideas for the AI to create content that is memorable. e.g,. Do not tell it to summarize some broad subject, put a twist on it, or have a different point of view. In this manner, your content will not sound like the rest; it will provide new knowledge to those who need it.
2. Humanize it with natural flow
While AI tools are powerful, they can sometimes produce content that sounds mechanical. To humanize your content, consider using specialized tools like the Humanize AI Text tool. This tool enhances AI-generated content to give it a more natural, conversational feel. Some key features include:
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Humanizing Modes: Choose from options like “Fluent,” “Creative,” or “Professional,” depending on the tone you want.
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Plagiarism-Free: The tool ensures that the text is 100% unique and bypasses AI detectors, which can be important for SEO.
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SEO Optimization: The tool can also optimize content for SEO by incorporating secondary keywords, which helps it rank better on Google.
By running your AI content through a humanizer, you make it more readable, engaging, and less likely to be flagged as AI-generated. This process helps create text that’s more aligned with how people naturally write and speak.
3. Customize Your AI Tone
AI-generated forms of text may appear robotic or formal, particularly when the written text is supposed to be neutral or objective. This allows you to tailor your content to the audience by adjusting the tone and using more specific language. You may select the various tones such as:
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Professional - Friendly: This is an approachable and yet professional tone.
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Professional - Formal: Best suited to business or school material.
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Creative: Good when it comes to telling stories or information that just needs to be flair-up.
By tailoring the tone to match your audience, you make the content feel more human and relatable.
4. Respond to Research Intent
Whenever a person goes to Google, they have a search purpose, that is, they are seeking a way to respond to a question, resolve a problem, or accomplish a task. Unless your content aligns with the user's mindset, it will not rank as highly. To optimize your AI content:
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Pay attention to the given question or problem and address it in detail.
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Write brief paragraphs and headings because it is easier to scan through your work.
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Give practical knowledge or answers that will be of help to the reader.
In doing so, you will ensure that what you produce is not just another piece of fluff by an AI this time, but valuable and high-quality information that people are seeking.
Final words
Google does not penalize AI-generated content based on its mechanization, but rather on the quality of the content created and its inability to comply with its E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness). To rank high, AI content should be valuable, not manipulated, carefully edited, and personalized. Best practices, such as user intent and readability, are mandatory for meeting Google standards. With the emergence of AI-related content, it will be essential to use a balance between automation and authenticity to be successful in the Google search environment.