In 2024, Google clarified its position on AI-generated content: it is not opposed to its use as long as the content is of high quality. The key is to focus on creating useful, informative and aappropriate content for users rather than simply generating content to manipulate SEO rankings.

Google has changed its guidelines for content creation from “cuseful content written by people for people” to “useful content created for people“, indicating a growing acceptance of AI-generated content. Read the official Google publication on AI content.

How to generate quality ia content for seo in 2024

Best practices for using AI in SEO

More than ever Google expects web copywriters to have a focus on the quality and relevance of their content. We advise you to keep these three criteria in mind when it comes to IA copywriting.

Content customization and fine-tuning

Use AI to personalize content according to the specific needs of your audience, adjusting tone, style and complexity according to the target audience.

Integration and human enhancement

Although AI can generate first drafts efficiently, human review is essential to refine content, ensure originality and compliance with ethical and quality guidelines.

Use advanced prompts

Take the time to write effective prompts tailored to your project. read our article: The art of advanced prompts with ChatGPT: Why every professional should prepare now and download our GPT chat prompt guide for best results.

Should you use AI for SEO?

Google is not seeking to penalize the use of AI per se, but rather to encourage practices that ensure that content, whether generated by humans or machines, is beneficial to end users.

So it is possible to use AI for SEO content creation, but it must be done in a way that respects Google’s guidelines for quality and usefulness. 

Policies against large-scale content abuse

On the other hand, Google severely punishes abuse and attempted manipulation via AI, up to and including de-indexation.

This includes automatically and mass-generated content, which doesn’t meet quality standards and doesn’t serve users’ intentions.

Webmasters must therefore use AI wisely, complementing human expertise, to avoid any risk of penalties.

Abusing AI is not without risk for your SEO

Partial or total de-indexing

In the event of flagrant non-compliance with the rules, Google may go so far as to partially or completely deindex the pages concerned, rendering them invisible in search results.

Decrease in organic traffic

Google penalties mechanically lead to a significant drop in organic traffic on sanctioned pages, which can have a significant impact on site visibility and performance.

Damage to reputation

A Google penalty can also damage a site’s reputation, calling into question its reliability and quality in the eyes of Internet users. This can compromise its ability to rank well in the future.

How does google detect AI-generated content?

Google employs machine learning models specially trained to recognize AI content signatures.

Techniques such as pattern recognition enable it to analyze typical features of AI content, such as repetitions and unusual sentence structures. On the other hand, linguistic analysis helps to detect anomalies in language fluency that are often present in automated texts.

AI content detectors

AI content detectors, which attempt to differentiate AI-generated text from that written by humans, have shownvarying rates of success.

Recent studies have revealed thatthese tools do not always succeed in correctly identifying content origins.

We’ve selected the top-performing IA content detectors, read these two articles to find out more:

– How to detect text generated by ChatGPT

– Gptzero: Best AI text detection tool

Algorithm updates impacting SEO in 2024

In 2024, Google introduced major algorithm updates that have a considerable impact on SEO.

These updates are related to AI content and are primarily aimed at improving the quality of search results by reducing low-quality, unoriginal content.

Here are the main changes and what they mean for your SEO strategies.

Accent on content quality and usefulness

Google’s March 2024 update, known as the Core Update, focuses on improving the ranking of useful and relevant content while reducing unoriginal and low-quality content in search results.This initiative aims to decrease content deemed unhelpful by 40%.

Updated anti-spam policies

Google has also updated its anti-spam policies to target large-scale content abuse and manipulative practices. This includes large-scale content production with the aim of manipulating search engine rankings, whether carried out by automated or manual means.

Expired domain bus and site reputation abuse

Google’s new policy also takes stern action against expired domain abuse and site reputation abuse, where low-quality content is published on sites known to unduly benefit from their ranking power.

E-E-A-T: Adding experience to Expertise, Authority and Reliability

Google continues to emphasize the principles E-E-A-T (Expertise, Authoritativeness, Trustworthiness, and Experience)for assessing content quality. This means that sites must demonstrate not only expertise and authority in their field, but also provide a positive user experience and trustworthy content.

In short: the pros and cons of using AI to write

Advantages of using AI for SEO content

  • Efficiency: AI can produce content quickly, enabling companies to cover more topics in less time.
  • Consistency and scale: AI ensures consistency in content style and quality across large scales, a difficult task to maintain manually on large volumes of content.
  • Analysis and optimization: AI models can analyze user data and adjust content strategies in real time to maximize engagement and SEO relevance.

Risks and ethical considerations

  • Risk of low-quality content: Without proper supervision, AI-generated content may be of low quality or irrelevant.
  • Ethical issues: AI’s ability to generate false or misleading information raises important ethical questions, particularly in the context of misinformation.
  • Over-reliance on technology: Over-reliance on AI for content creation can reduce human innovation and creativity in content.

Quality, always the #1 criterion for your SEO

To adapt to these updates, SEO professionals need to focus on creating high-quality content that is not only informative and useful, but also written to meet users’ needs rather than simply aiming to improve SEO rankings.

It’s also useful to monitor Google’s guidelines and carry out regular site audits to ensure that site content and practices remain in line with Google’s expectations.

To learn more about SEO copywriting read our article: SEO: Write for humans, optimize for engines