Ok so this is pretty big SEO news: https://searchengineland.com/google-quality-raters-content-ai-generated-454161
And yes I’m late to comment on it. I’m busy! However the implications of that change are pretty big AND in our opinion very welcome.
I’ve spent time working with some clients now for over a year or so (EEAT brag). We’ve been discussing next steps and I’ve begged (some of them) to get a copywriter in. I’ve also banged on about human content for a long while. Why? Because we saw this coming.
How exactly do we expect search engines to be relevant and serve good new content if we get AI language models to churn the same content in different ways? Where is the vision? Where is the human understanding? Dammit, where is the language structure of a human?! Its the next step that makes sense in the ever changing world of AI.
If you are here and can’t be bothered to read the article then take this 7 step guide away with you to make sure your website isn’t considered of “lower quality”:
1. Check your websites current content for AI generated text.
No tool is perfect on this but Quillbot tends to do well. If you have any AI generated text then rewrite it. Like now. Then go tell Google you did it.
2. Check any guest posts for AI
It looks like allowing anything on your website is going to get hit. If you find any guest content that’s been AI’d, send it back and get them to rewrite it. Then check it again.
3. Ban your team from using AI for website copy.
What else you do with AI is up to you. Removing the tool means humans write content and add value to the customer journey/user experience.
4. Hire a copywriter.
Come on guys, they’ve had a rough year or two with you lot jumping on Chatgpt for a shortcut. Go back to them, apologise and get lovely lush human made content back on your website.
5. Use the EEAT framework
This may contradict signs from Google but it’s still a thing. Think about the EEAT framework when you are writing. But Steve, you not caught up lad? You only need that if it’s YMYL (your money your life). I know. I’m up to date guys. But we like it as a framework. Are you writing from your own experience, is your content of expertise… Come on guys, if you have no other guide then fall back on it. In our 16 years of experience in the digital marketing world we’ve experimented and… you get the idea.
6. Don’t write for the sake of writing.
It’s called “filler” and AI does it very well. Hey Chatgpt we need 2000 words on why changing your fridge water filter is important. We don’t. We know the filter is overwhelmed and can actually go wrong if it isn’t changed. We don’t need 2000 words of fluff to let us know, it screams AI and not human understanding. Plus change your water filter every time the fridge says. It’s not rocket science.
7. If you make a claim, you better have the evidence.
Google wants to ditch misleading content, so here’s where your EEAT framework comes in… Research it, reference it and then add your own data in. Conclude from it all humanly and you’ll be A-OK.
I can see AI generated content a mile off and one day I’ll make a guide on it. But until then kids, it’s time to ban AI generated content from your website. Do it today.
