The use of Artificial Intelligence (AI) has transformed many areas, and content creation is no exception. AI tools can generate articles, product descriptions and various other types of text in a matter of seconds. But what does this mean for SEO? Are search engines like Google prepared to deal with this type of content?
With that in mind, I’ve prepared this post for you. It’s a short read and focuses on the effects of AI content generation for SEO.
Starting from the beginning, what is SEO?
SEO (Search Engine Optimization) is a set of techniques and strategies aimed at optimizing a website and its content to achieve better positioning in search results. This process involves paying attention to various criteria, such as the organization of elements within a site, content, keywords and HTML code structures (on-page optimization), as well as link building strategies and social presence (off-page optimization).
SEO also encompasses the technical optimization of the site, ensuring good loading speed, security and accessibility. By implementing effective SEO strategies, the aim is to increase organic traffic, improve online visibility, generate qualified leads and build the site’s authority and credibility.
The field of SEO is constantly evolving, adapting to changes in search engine algorithms and user behavior trends, with an increasing focus on search intent, user experience and the demonstration of Experience, Expertise, Authority and Trust (EEAT, learn more here).
On the rise of AI-generated content
Since the emergence of ChatGPT in November 2022, the use of AI for content creation has grown exponentially. Data from 2024 shows that more than 57% of the content on the internet was generated by artificial intelligence.
This fact, in particular, has a number of implications, as highlighted by Yaohui Zhang in his article The Widespread Adoption of Large Language Model-Assisted Writing Across Society (read here). However, for this post, I’ll stick to just these two: the growth in the use of Generative AI for content production is diminishing human creative and innovative capacity, and it has started a feedback movement, where AIs end up consuming content from AIs, thus also becoming less creative.
The impact of this, in terms of the quality of what is produced, is clear. Content has become more generic and superficial. You’ll understand the impact of this on SEO later on.
And speaking of Generative AI…
For those who aren’t used to the term, Generative AI is a branch of artificial intelligence that aims to create “new” content. To do this, AI relies on data from which it has been trained to define patterns and generate insights.
Benefits of using Generative AI
- Efficiency and speed: an AI can generate large volumes of content much faster than humans.
- Scalability: with AI, it is possible to increase content production without necessarily increasing the team proportionally.
- Ideation and brainstorming: AI can help overcome creative block by providing topic suggestions, title variations or even different approaches to a text.
- Personalization: AI can be used to generate personalized content for different audience segments, increasing relevance and engagement.
- Automating repetitive tasks: AI can automate the creation of more standardized content, freeing up human creators to focus on more strategic and creative tasks.
It’s crucial to remember that, as powerful (and tempting) a tool as AI is, it generally works best as an aid. AI-generated content often needs proofreading, editing and enhancement to ensure quality, accuracy and originality. And that’s what we’re going to focus on here!
Google and AI-Generated Content
Based on Google’s article (read here), the use of AI for content creation is not a punishing criterion for SEO.
In fact, Google maintains its positioning and approach to all web content, which is to evaluate originality, quality and usefulness (focusing on people and solving problems), which is basically the EEAT filter.
With that in mind, let’s go back a few paragraphs above, where I talked about AIs polluting the internet with generic, unsubstantiated content, without any real experience of what they are writing. Think for a moment about whether this type of content passes Google’s EEAT filter.
This is where the “but” of using AI for content creation lies. In theory, Google doesn’t care how the content on your site was produced, as long as it is original, conveys trust and has a basis(authority) based on previous experience .
Are you going to use AI to create your posts? Take these tips:
Using Generative AI (as a support) for content creation is certainly much more practical and efficient. So, taking SEO optimization into account first and foremost, apply these tips:
Humanizing Content
Although AI can generate text quickly, it often lacks the nuance, emotion and human touch that make content truly engaging. It is crucial to review and edit AI-generated text, giving it your own voice, style and expertise. This not only improves the quality of the content, making it more accurate and relevant, but also eliminates superficiality, adding depth and context.
To really connect with readers, go beyond just presenting facts. Incorporate relevant and practical examples, share personal stories or case studies, and add your own unique opinions and perspectives. This makes the content more interesting, relatable and genuinely valuable to your readers, creating a stronger and longer-lasting connection.
Focus on User Experience (UX)
Google’s main objective, even in the age of AI-generated content, is to provide the most relevant and useful results for users’ searches. Therefore, your content, whether AI or human-generated, must answer users’ questions comprehensively and completely. Anticipate your audience’s information needs and provide detailed, in-depth answers.
The user experience is not limited to the content itself, but also the way it is presented. Use clear and organized formatting to make your content easy to read and navigate. This includes the appropriate use of headings, subheadings, short paragraphs, lists and visual elements.
Also, make sure that your site is responsive, i.e. that it adapts to different screen sizes and devices. Reading on mobile devices is increasingly common, and Google prioritizes sites that offer a good mobile experience.
Building Authority and Trust
To establish credibility, back up your assertions with evidence. Cite reliable sources, case studies, statistics and relevant data to strengthen your arguments. This shows users and search engines that your content is accurate and reliable.
Show readers that you have knowledge and experience in the topic you are writing about. Share your insights, opinions and best practices. This helps build your authority and establish you as a reliable resource.
Technical Optimization
Technical optimization is the basis for good SEO. Make sure your site loads quickly, is secure (use of HTTPS protocol) and accessible to all users, including those with disabilities. These factors are crucial to the user experience and are also taken into account by search engines.
Although keywords are still important for SEO, the approach has changed. Instead of clogging up your content with keywords, use them naturally and relevant to the context. Focus on creating content that answers users’ questions and meets their information needs.
In conclusion
In short, generative AI presents both opportunities and challenges for SEO. Although it can increase the efficiency and scalability of content creation, it is essential to prioritize quality, originality and user experience. By following the optimization tips presented in this article, you can harness the power of AI as an auxiliary tool, without compromising your site’s performance in search engines. Remember: the focus should always be on creating valuable and relevant content for people.
