AI-generated content: Google's Take on Quality and Creativity

AI is everywhere, and, who knows, maybe this article is also AI-generated. Or not? There is tons of material about what AI-generated content is, how to create content, and how to use it and make it useful, and we still ask ourselves whether AI-generated content is favored by Google or not. Here is what Google says about AI-generated content.

Google rewards useful content

Before the AI revolution, Google released a Google Helpful Content algorithm update that changed the approach to content. According to the latest update, the content should deliver maximum impact for the user, and answer the user’s search intent by providing value. Based on the new ranking system, Google prioritizes original, high-quality content that exhibits expertise, experience, authoritativeness, and trustworthiness (E-E-A-T). The focus is on content quality rather than how it is produced, ensuring reliable results for users. This may mean that AI-generated content can also fit this criterion, as long as it is unique and includes personal opinion (does AI have an opinion?). Google's commitment to rewarding quality content has been consistent throughout its history.

The Role of Automation in Creating Helpful Content:

While the use of automation, including AI, to manipulate search rankings is against Google's spam policies, not all automation falls into this category. Automation is not new; it has been used to generate useful content such as sports scores, weather forecasts, and transcripts. AI is, in fact, a powerful tool to enhance expression, and creativity, and enable the creation of great content for the web, if only handled by a professional.

Google's Advice for Creators:

Creators, whether using AI-generated content or not, should focus on producing original, high-quality, user-first content that aligns with E-E-A-T principles. Google emphasizes the importance of evaluating content in terms of "Who, How, and Why" it is produced to ensure it meets the criteria for ranking.