The short answer is no. Whether or not content is generated by AI is not a direct factor in rankings. In fact, Google has explicitly stated that, regardless of whether AI plays a role in content creation, its search algorithm still focuses on prioritizing high-quality, helpful content written for users and de-ranking low-quality, keyword-first content written for SERPs.
The lesson here? Don’t do anything with AI-generated content that you shouldn’t do today with human-generated content. The sheer volume of online content being generated with AI will raise the bar for what it takes to make it onto SERPs. Expertise, originality, and utility will be critical to distinguish your content from a sea of similar-sounding information being indexed alongside it.
Is AI-generated content bad for SEO overall?
While AI’s role in content creation doesn’t directly impact search rankings, we recommend marketers avoid relying on generative AI to create new content from scratch, which can introduce unintended risks to quality rankings.
Here are a few of the top reasons why:
1. AI-generated content can be inaccurate and generic.
AI is only as “informed” as the data it’s been trained on. Large language chat models like Bard and ChatGPT primarily provide users with the most “plausible” response to a prompt, which is not the same as the most “accurate” response. With limited data to draw from, these models are known to fabricate facts, plagiarize information from the text they’ve been trained on, and regurgitate surface-level advice. This is why, at a minimum, human editorial oversight and fact-checking are critical before publishing content generated by AI.
2. Broad use of AI increases the risks of generating duplicate content.
Ask Bard or ChatGPT the same question several times, and you’ll find that their algorithms tend to generate similar or near-identical text in response. Imagine a scenario in which thousands of creators and organizations ask the same question and each leverages the AI-generated text in their web content. Once search engines crawl those pages, they will detect the similarity of the content across URLs and categorize it as unoriginal (lacking unique or expert insights)—which can negatively impact those pages’ rankings.
3. Purely AI-generated content isn’t copyrightable.
According to the most recent guidance from the US Copyright Office, content created wholly from AI can not be copyrighted. However, content created by humans, then adjusted by AI can be. If the ability to own rights to the content you’re creating is part of its intrinsic value to your brand, then this is an essential drawback to consider and educate your team about.
For these reasons and more, we developed ATOMM, generative AI that takes the in-depth, human-generated content we create with our clients and uses it as a source from which to generate a host of derivative assets such as personalized versions, sub-topic blogs, social posts, video scripts, and more. We’ve validated this approach as the best way to guarantee quality and originality while still harnessing the benefits of AI-driven scalability and speed in content marketing.
Will my rankings suffer now that competitors can publish content more easily with AI?
The ease of creation with AI will inevitably drive up competition in search. Thriving in this environment will require brands to distinguish their content as uniquely valuable: expertise, originality, usefulness, depth, and breadth of topic coverage are some factors that cannot be sacrificed if brands want to sustain and grow their search visibility. In addition to quality, up-levelling your page experience, metadata structure, and overall site performance will be critical to gaining an edge over other sites as the barrier to entry on SERPs gets higher.
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