Every time a new technology emerges, the SEO world has a collective meltdown. Remember when mobile was going to kill desktop search? Or when voice search was supposedly going to make keywords obsolete? The latest panic attack revolves around AI-generated content.
“Google will penalise your site if you use AI content!” they cry, clutching their keyboards in horror.
But is that true? Let’s think about this properly.
Google’s stance on AI content
Google has been crystal clear about this: they care about helpful, reliable content that serves users well. They don’t particularly care if that content was written by Shakespeare, your intern, or ChatGPT.
What they’re targeting is low-value, unhelpful content – regardless of how it was created.
Guidelines from Google state: “Our focus is on the quality of content, rather than how it was produced.”
I think it’s pretty clear that Google’s helpful content system is designed to reward content that provides a satisfying experience, not to hunt down AI usage.
AI tools are just that – tools
AI writing tools are like kitchen appliances. Having a fancy food processor doesn’t automatically make you a chef, but it doesn’t mean everything you make with it is rubbish either. You can create a beautiful meal with basic tools, and you can produce absolute disasters with top-of-the-range equipment.
The quality of the output depends on how you use the tool.
Professional content is still the gold standard
Let me be clear – professionally written content created by actual experts remains the gold standard. If you have the budget for professional writers who understand your industry and audience, that’s absolutely the best path forward.
But I also recognise that not everyone has that luxury. Many small business owners are stretched thin, working with limited resources. And frankly, I’d rather see them create decent AI-assisted content than no content at all.
That’s why I think the focus should be on educating people to use AI content tools responsibly rather than simply saying “don’t use them” – because let’s be honest, they’re going to use them anyway.
Why AI content sometimes fails spectacularly
When AI content does get penalised, it’s usually because:
It’s factually wrong but sounds confident
AI models can hallucinate information with remarkable confidence. They’ll invent statistics, quote non-existent studies, and reference people who never said what they claim. Without fact-checking, this creates content that looks credible but is actually misleading.
It’s generic and lacking expertise
Generic “5 Tips for Better SEO” articles churned out by the thousands offer nothing new or insightful. They lack the nuance and expertise that comes from actual experience in the field.
It’s published without human editing
Raw AI output often contains subtle issues with tone, flow, and context that need human refinement. Publishing directly from AI to your website is asking for trouble.
It lacks your unique business perspective
Your business has unique approaches, values, and experiences. Generic AI content doesn’t capture what makes your business special, which makes the content less valuable to your audience.
How to use AI content responsibly
If you’re going to use AI in your content creation (and let’s be honest, most businesses are experimenting with it), here’s how to do it right:
Start with expertise, not prompts
Begin with your genuine expertise and experience. Use AI to help organise and express those ideas, not to invent expertise you don’t have.
Always fact-check everything
Every statistic, quote, case study, or reference should be verified. AI models frequently make up information that sounds plausible but is entirely fictional. A simple Google on facts and figures can avoid you looking stupid at best, and giving out dangerous information at worst.
Add your unique perspective
AI can provide structure and overcome writer’s block, but your unique experiences, client stories, and industry insights are what make content truly valuable.
Edit thoroughly for voice and accuracy
AI content often sounds generic. Edit to reflect your brand voice, remove repetitive phrases, and ensure accuracy throughout.
Focus on genuinely helping your audience
The best content – AI-assisted or not – focuses on solving real problems for your audience. If you’re truly helping readers, Google will recognise that value.
Real examples – AI content that ranks vs AI content that tanks
I’ve seen businesses use AI in radically different ways with predictably different results:
Company A: The “churn and burn” approach
This company used AI to generate dozens of blog posts, publishing them with minimal editing. Each piece was technically accurate but bland and generic. After Google’s helpful content update, their traffic plummeted by 60%. The content didn’t demonstrate genuine expertise or provide unique value.
Company B: The “AI assistant” approach
This company used AI to help structure articles and overcome writer’s block, but their team provided real insights, examples from their work, and thorough editing. Each piece addressed specific customer pain points based on actual experience. Their traffic increased by 32% over six months because the content, though AI-assisted, genuinely helped their audience.
How to spot AI content that needs work
Not sure if your AI content is up to scratch? Here are some red flags:
It makes vague, generalised statements
“SEO is important for businesses looking to improve their online presence.” No kidding.. This kind of empty statement adds no value.
It lacks specific, actionable advice
Good content tells you exactly what to do and how to do it, not just that you should do something.
It doesn’t include real-world examples
Content without specific examples or case studies often lacks depth and practical application. Not every case study has to have a company name attached to it – my SEO contracts often preclude me from naming actual companies, but I still use them as examples in my blog posts and presentations.
It sounds like everyone else’s content
If your AI-generated content could appear on any of your competitors’ sites without anyone noticing, it’s too generic.
The risk of not using AI at all
Here’s a perspective you might not have considered: there’s also a risk in refusing to use AI tools entirely.
Your competitors are likely already using these tools to produce content more efficiently. If they’re using AI responsibly – with proper editing, fact-checking, and adding genuine expertise – they may be able to publish helpful, quality content more frequently than you can.
The key isn’t to avoid these tools entirely – it’s to use them as assistants rather than replacements for human expertise and creativity.
AI content and Google
Google doesn’t care if you used AI to help create your content. They care if your content helps users and demonstrates expertise, experience, authoritativeness, and trustworthiness.
If you’re using AI to create genuinely helpful content that’s been properly edited, fact-checked, and infused with your unique expertise, you have nothing to fear from Google’s algorithms.
Conversely, if you’re using AI to churn out generic, unhelpful content at scale, you’re likely to see penalties – not because you used AI, but because the content is shite. The tool isn’t the problem; it’s how you use it.
Now, go create something genuinely helpful for your audience – with whatever tools work best for you.
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