Tips when using AI to write SEO content to avoid Google penalties

Mar 26, 2024
Marketers have been using AI to generate content within seconds, helping improve prospects of better Google rankings without much effort. However, with Google, there are certain rules regarding the use of AI-generated content that if overlooked, could impact a business's SEO ranking.

Earthweb estimates that around 5 million new posts are published daily solely on the WordPress platform. However, when utilizing AI for creative content writing at maximum capacity, this number is expected to be much higher. Content creators using AI can generate content faster, save costs, and even enhance quality.

In February 2023, Google outlined specific rules regarding the use of AI in content writing. This could affect how brands approach content on their websites. Apart from ensuring the output aligns with the direction and perspective, traditional SEO factors should not be overlooked.

The essence of AI-generated content

AI tools today, such as ChatGPT, are language models designed to process and generate human language. Trained on vast amounts of text data like books, articles, and websites, these models employ deep learning techniques to analyze text data by understanding patterns and relationships between words and phrases. This allows the model to develop rich language understanding, including grammar, syntax, and semantics.

There are many powerful AI-supported tools for batch content writing

Another notable example is Midjourney, where some magnificent art pieces are created. In fact, an artwork from Midjourney was so stunning that it won first prize at an art exhibition in Colorado from August 26 to September 5, 2022.

How does AI content writing impact SEO?

Utilizing AI’s rapid content creation capabilities, many may opt to churn out hundreds of posts daily with any keywords, as long as they serve business purposes. However, for Google, using AI to write content to deceive search engines can harm a website’s SEO ranking.

However, in a recent announcement on February 8, 2023, Google released guidance about AI-generated content in Google Search. The company appreciates AI’s use in extracting useful information and focuses on valuable, quality content – the core of Google Search since its inception. Google will not penalize AI-generated content but will continue to prioritize content meeting traditional E-A-T standards (Expertise, Authoritativeness, Trustworthiness).

Essentially, what Google is saying is: Go ahead and use AI as long as it serves our users. Google wants to ensure their users receive the best possible results for every search query. Therefore, how this search intent is met is not really important as long as users find it relevant.

What should be noted when using AI for content writing?

To not affect website ranking when using AI for content writing, consider the following:

Ensure high-quality content and use Google’s E-A-T principles.

Google’s primary goal is to provide the best results relevant to users’ search intent. Therefore, Google wants websites to create content that aligns with these search intents. When creating content, ensure it’s of high quality and provides value to readers. One way to do this is by using E-A-T principles (Google’s quality rating principles).

By incorporating these factors into the content, users can demonstrate knowledge about the topic they’re writing about, establish themselves as authorities in their field, thus building trust with readers. This will ensure the content is well-received by both readers and search engines.

Focus on meeting reader needs.

Readers should always be the top priority when producing content. Content creators need to produce original, high-quality content and provide valuable information to meet readers’ needs. For Google, the issue is not how the content is produced, as long as the information quality is high and serves users well.

Ensure authorship rights.

To establish credibility with readers, provide accurate author information in the content. If you’re the main author, use your name to help readers know and connect with you if possible. This helps build trust and establish a relationship with readers. This is also one of the requirements of E-A-T. Additionally, consider adding the author’s biography to the same article page.

Check the authenticity of AI-generated content.

If using AI to write content, users need to check the authenticity of the content to ensure accuracy and relevance. AI can be a powerful tool for content creation but is not without its weaknesses. This ensures the content meets quality standards and provides value to readers.

In some cases, AI may misunderstand information or even fabricate it. Therefore, be extremely careful when writing about topics that require accurate data. Remember that the author’s content reflects the author’s personal brand.

Thorough keyword research.

Despite AI’s fast content creation speed and significant value it brings, users may lose focus on what really matters: search intent and relevant keyword research. Consider the following issues: Is the content heading in the right direction? Do the titles reflect what users are searching for? Are primary and secondary keywords being used correctly and in the right place?

Business owners or marketers are the only ones who have a larger view of the overall content journey and strategy, while AI is just a supplementary information tool for users to have time and full control over strategic decisions.

If AI is used properly, with caution to produce quality content and compatible with search algorithms, the tool can improve website or content SEO. This method is particularly applicable to online content like blogs, product descriptions, or simple content pages.


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