How Google's SEO policies affect AI-generated content

As AI-generated content proliferates, Google is stepping up its efforts by updating its policies and improving its algorithms to combat spam content.

For digital marketers and communications specialists, this creates a familiar challenge: balancing creating engaging content for your audience and adhering to Google's strict guidelines.

A whopping 82% of consumers say brands should advertise with content that is safe, accurate, and trustworthy. In response, the No. 1 search engine has made it clear that using automation for the sole purpose of generating content and manipulating search result rankings is against its policies.

In a world where generative AI tools are becoming increasingly available, many may be tempted to misuse this innovative technology. Experts estimate that by 2026, 90% of content on the internet could be generated by AI.

A question arises. How do media professionals maintain credibility in a world threatened to be taken over by artificial intelligence?

The key is to rely on the human element that AI cannot provide.

A detailed explanation of Google's latest policies

• Quality over quantity. Google prioritizes content that provides real value and engages users. Content created solely for SEO purposes may be penalized. This focus is reinforced by the EEAT framework (Experience, Expertise, Authority, and Trustworthiness) that Google's quality raters use to evaluate the quality of content. While EEAT is not a direct ranking factor, Google is continually refining its algorithm to prioritize authoritative content, so content that performs well in terms of these criteria is more likely to perform well in search results. It will be.
• Ethical use of AI. Automation tools should be used to enhance content, not to generate large amounts of content. Google acknowledges the potential for AI to generate useful content, but insists it should not compromise accuracy or reliability.
• customer trust. Customers demand that brands advertise with safe and trustworthy content, making maintaining authenticity paramount. Google actively combats the spread of misinformation online through a variety of initiatives, including the Google Safety Engineering Center for Content Responsibility.

Why quality content matters

Google's “ban” on AI-generated content means only high-quality, trusted content may appear higher in search results. Producing tons of content with no real value will only reduce your brand credibility and consumer trust.

But in its guidelines, Google also emphasizes that it's not a fight against all AI-generated content: “Automation generates useful content, such as sports scores, weather forecasts, and transcripts. Used for many years, AI has the ability to enhance new levels of expression and creativity, serving as an important tool to help people create great content for the web. ”

In other words, in an environment where content is overproduced and automated, a brand's goal must be to create high-quality, reliable content that engages people – content that can be trusted.

Reliability is key

Trustworthy brands are considered trustworthy because they provide helpful and real information to their customers.

Research shows that up to two-thirds of consumers would stop using a company's products if they found online advertising to be false. This shows how being linked to one-sided or inaccurate content can be dangerous to your brand identity.

It is the duty of digital marketing and communications specialists to be dedicated to their clients. When brands invest in unique, high-quality content, they can stand out in a competitive market. This distinction is essential to building a devoted customer base and increasing brand trust.

By delivering valuable, authentic content, brands can establish themselves as industry leaders and earn trust and loyalty.

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