How Will AI Content Affect Search Ranking & E-E-A-T

How Will AI Content Affect Search Ranking & E-E-A-T

The central topic at Google Search Central Live event in Tokyo was around AI and search. Google shared insights about their approach and recommendations on AI generated content.

Most of the information from the event was channeled via SEO expert, Kenichi Suzuki,  who wrote a blog summarizing the event. 

Here is a summary of the discussions regarding ai content:

  • Google is okay with AI content as long as it is written for humans and you convey in the content the “who, how and why.”  The quality of the content is more important than where it came from. 
  • Through the helpful content update, we know that Google has algorithms to understand if the content was created for humans. However, at this time, Google does not label ai generated content. 
  • Google highly recommends that a human editor reviews AI  before publishing, as as-is AI content can have its flaws at this experimintal stage. 
  • With all this, Google did say that quality human content will rank higher than quality AI content at this stage, as this is how the alogrithme is set, but hinted that they are in discussion on new policies.  

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is part of Google’s Search Quality Rater Guidelines. As of the time of writing this, we know that AI can’t claim ‘experience’, which in effect means that it won’t meet the quality threshold set by Google for certain content that requires it.  Google said that they are have internal discussion and will be providing new guidelines on recommendations – leaving us with no definitive answer on whether ai content will affect E-E-A-T.  

The bottom line is that AI is still in the experimental phase and search engine policies will become more clear with time.

About Omar Kattan
Omar is MD & Chief Strategy Officer at Sandstorm Digital. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.

Contact Us