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Google’s Insights on AI Generated Content: What SEO Experts Need to Know

At the recent Google Search Central Live Tokyo 2023 event, Google’s Gary Illyes and other experts shared valuable insights and recommendations on AI generated content. The event shed light on Google’s approaches and guidelines, providing useful information for publishers and marketers alike. Japanese search marketing expert Kenichi Suzuki summarized the key takeaways in a blog post, offering an overview of the event’s discussions.

This is an important topic for Rainmaker Reputation CRM Platform users because we recently added AI assistance capabilities to help our users. When adding copy to email and websites, or needing an image for websites and social posts, one can click a convenient button and add a prompt to generate copy or images.

One of the prominent insights shared during the event is that Google does not differentiate between AI generated content and content created by humans. Google’s primary focus lies in content quality, regardless of its origin. This information reaffirms that the search engine giant does not have a specific labeling system for AI generated content.

While social media companies in the EU are being encouraged to voluntarily label AI generated content to combat fake news, Google’s current stance on labeling AI generated content differs. The company suggests, but does not require, publishers to label AI generated images using IPTC image data metadata. However, regarding text content, Google does not mandate publishers to explicitly label it as AI generated. The decision to label or not label the content is left to the publishers, considering the user experience and context.

Kenichi Suzuki’s blog post emphasized that publishers should exercise caution when publishing AI generated content without human editorial review. Google advises against publishing such content as-is, highlighting the importance of having human editors review AI generated content before publishing. Similarly, for translated content, human review is recommended to ensure accuracy and quality.

Google further emphasized that their algorithms and ranking signals are designed based on human-generated content. As a result, natural content is given priority in search rankings. This serves as a reminder that despite advancements in AI, human-created content still holds significance in search engine rankings.

Regarding E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), an essential aspect of content evaluation, the impact of AI-generated content becomes evident. AI lacks the necessary firsthand experience and expertise in specific topics, making it challenging to meet the quality threshold required for certain types of content. Google acknowledged internal discussions on this matter but has not yet established a policy. Once a decision is reached, Google will announce it to provide clarity to publishers and content creators.

The evolving nature of AI and its current lack of trustworthiness have led mainstream media companies to reassess their approach to AI generated content. While AI models like ChatGPT and Bard were not explicitly trained for content creation, Google advises publishers to prioritize the quality of their content regardless of its origin. Keeping a close eye on content quality remains crucial.

As the landscape of AI-generated content continues to evolve, publishers and marketers should stay informed about Google’s recommendations and policies. Striking a balance between leveraging AI technology and maintaining high content standards is key to success in the digital world.

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