One of the largest developments in the digital marketing world this year, is the rise of Artificial Intelligence (AI). Whilst some are completely against using AI, others are embracing the use of AI to help save them time. One way AI can help is by producing content for marketing resources. Whilst using AI can be a great tool, Google are now sharing their opinion on the use of AI and whether companies should be using it.
This month, Google have shared their thoughts on AI generated content, rewarding high quality content, how AI can help businesses create content and their advice for creators moving forward.
Google has “long believed in the power of AI to transform the ability to delivery helpful information”. Regardless of how the content is created, only high quality content will be rewarded. When Google ranks content, they ensure the content fits the following criteria.
Expertise
Experience
Authoritativeness
Trustworthiness
As the use of AI generated content has continued to ramp up in the past decade, Google have deliberately had to change their systems to ensure that it is the quality of the content that is the most important factor along with whether the information is reliable, not merely the amount of content that has been made.
A word of caution to anyone using AI generated content - if any of the content is simply created in order to manipulate the ranking search results - this will be seen as a violation of Google’s spam policies. Appropriate use of AI or other forms of automation are not against Google Search’s guidelines, companies just need to use the technology with caution.
It is inevitable that companies are going to continue to use AI to help support their marketing efforts. It is a great tool to help create more innovative and creative content and therefore isn’t something that should be ignored or dismissed completely. However, whilst there is nothing wrong in using AI to help, the key is to not rely on it. It is imperative the marketing you create is still authentic and unique to you, so whilst you can use AI generated content to a degree, you need to make sure you put your own stamp on it. If not, it will end up damaging the effectiveness of your marketing campaigns, particularly when it comes to Search Engine Optimisation as Google will specifically reward original, high quality content. Poor quality content, whether written with the help of AI or solely by a human will both be penalised.
You can see the full guidelines and thoughts from Google here>>
Google Search's guidance about AI-generated content | Google Search Central Blog | Google for Developers
