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AI has long been a buzzword across all manner of industries; and the world of SEO is no different.

Search Engine Optimisation (SEO) is vital for businesses looking to outstrip the competition online, and content plays a pivotal role. Questions such as ‘Does using AI affect Google rankings?’ and ‘Is AI-generated content bad for SEO?’ spark lively debate among digital marketers worldwide.

Whilst generative AI tools such as Chat GPT and Google Gemini can be great for stimulating ideas and producing content quickly, the million-dollar question is whether AI-generated content can negatively impact SEO.

Let’s take a look at the considerations you should make when deciding whether or not to use this revolutionary technology yourself.

The Allure of AI-Generated Content: Why is AI Good for SEO Content?

What exactly is the appeal of AI-generated content and why it is gaining such traction in the world of SEO and digital marketing?


  • Speed of Output

Updating your website with fresh and engaging content regularly can boost SEO by signalling to search engines that your website is active. One of the most attractive features of AI-generated content is its ability to produce large volumes of text, fast. When time is money, AI is particularly appealing for businesses looking to streamline their processes and save resources.

  • Data Analysis

Using AI to help you analyse data and structure your content for SEO can be a valuable asset to copywriters and SEO experts alike. Powerful AI algorithms can analyse vast amounts of data to identify trending topics, keywords, and user intent. This helps create content that matches what users are searching for, which in turn enhances its visibility in search engine results pages (SERPs).

  • Proof-Reading

AI tools can be particularly useful for checking grammar and spelling, ensuring your sentence formation is accurate, and paragraph transitions are slick. Readability is an important factor in SEO, so using AI tools to help you produce high-quality content can potentially help digital marketers boost visibility and improve search engine position.

  • Plagiarism Detection

Search engines favour unique, authentic content. Using duplicate content can result in a drastic SERP drop. Using AI to check your content for plagiarism can be a good way of quickly assessing whether the content you are uploading is original so that you can tweak it accordingly to ensure it is plagiarism-free.

is ai content bad for seo

The Bad Bits: How AI-Generated Content Can Negatively Impact SEO

While the ease of using AI to generate content can seem too good to be true, there are some drawbacks.

Google’s ranking system is based on many factors, but the E-E-A-T principle is one of the most critical components of content SEO. This acronym stands for ‘Experience, Expertise, Authoritativeness and Trustworthiness’, and human raters use it to assess results and build Google’s algorithms.

Google knows if your content is unique, if the user intent is fulfilled, and if the content producer is a trustworthy source of the information presented. If your content is lifted straight from AI content-generators, it could negatively affect your website’s SEO, especially if it’s done at scale across multiple posts/pages.

Does AI Content Rank in Google?

Using AI tools to create useful, unique, relevant content won’t necessarily negatively affect your search engine ranking, but using it unthinkingly will.

As AI technology advances, so does Google’s ability to detect and evaluate AI-generated content.

Google’s algorithms are continually evolving to detect and evaluate content authenticity, with recent algorithm updates penalising low-quality AI-generated content. Content farms using AI to churn out articles without human oversight often find their content struggling to rank or pages are deindexed completely.

AI-generated content can also lack emotion and the nuances of context, meaning it is prone to errors which the search engines can detect and penalise. Inaccurate content can not only damage your brand’s reputation, it will also be flagged as incorrect by Google and so your site will lose authority.

Remember, in the realm of modern SEO, content that resonates with readers is content that ranks. And content that resonates with humans is usually written by a human!

The ethical landscape is also shifting. There’s a growing discourse on the transparency of AI-generated content and the importance of disclosing when an AI is involved in content creation. This transparency could eventually influence ranking factors, pushing AI content creators towards greater accountability.

Confused by how to Utilise AI for SEO? We Can Help!

AI can be a powerful tool in the content creator’s arsenal, but it’s the human touch that ultimately resonates with readers and meets Google’s rigorous standards. So, can purely AI-generated content rank in Google? Yes, but expect ultimately expect it to be penalised in ranking updates long term.

In this ever-evolving digital landscape, we believe that the key lies in harnessing the strengths of human creativity in the form of expert SEO copywriters to craft content that not only ranks but also enriches the user experience.

If you’re unsure about the best SEO strategy for your site, get in touch with Search Hog. We are expert expert SEO consultants ourselves that understand exactly how to utilise the latest SEO tools to rank a site sustainably on Google.

Contact us today and book in a FREE 30-minute chat about the SEO on your website!

What are your thoughts on this topics? Do you use AI-generated content for SEO purposes? Have you found that it negatively affects SEO? The question ‘Is AI-generated content bad for SEO?’ is an ever-evolving topic and one we are fascinated by. Let us know your stance on the debate by leaving your comments below…  let’s keep the conversation going!

Matthew Pavli

Matthew Pavli is the founder of Search Hog and resident SEO expert. When he's not geeking out on Google algorithm changes, he can be found surfing at one of his local beaches in Cornwall.

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