Does AI Content Rank In Google?

AI-generated content is popping up everywhere—from blog articles to product pages and even ad copy. It’s fast, affordable, and surprisingly readable. But if you’re running a brand or agency, you’re probably asking the real question: Can this type of content actually rank on Google?

The short answer? Yes, it can—but not without some conditions. Google isn’t against AI-generated content, but it has made one thing clear: quality comes first. Whether content is written by a person or a machine, what matters is that it’s helpful, relevant, and trustworthy.

That’s where many people get it wrong. They assume AI can pump out content at scale and still win in search rankings. But without structure, originality, or a human touch, most of that content falls flat. If you’re relying on AI alone, you could be hurting your site more than helping it.

So, how do you get the most out of AI in this regard? Let’s dive into what Google REALLY thinks about AI-written content, why some websites fail with AI content (and why some don’t!), and how to use AI without hurting your SEO ranking.

What does Google say about AI-generated content?

Google’s aim has always been the same: to reward original, high-quality content no matter how it is produced.

It doesn’t matter if it is by a human or AI; what matters is that the content is helpful and valuable. Google determines this using E-E-A-T: Expertise, Experience, Authoritativeness and Trustworthiness. 

• Expertise: Is the content created by someone who knows the topic well?
  Google looks for accurate, insightful information that shows subject knowledge.
• Experience: Has the writer personally used, done, or lived through what they’re writing about?
  First-hand insights make the content more helpful and relatable
• Authoritativeness: Is the person or website known as a trusted source in their field?
  Credibility comes from recognition, references, or being quoted by others.
• Trustworthiness: Can people rely on this content to be honest, safe, and accurate?
  Things like clear sources, transparency, and secure websites all help build trust.

Every time you search on Google, you get the most relevant and helpful information. This is not by accident but by design. Google’s algorithm is designed to filter out low-quality content that is misleading or spammy. AI-written content can appear on the first page of Google, but only if it is helpful and relevant.

In its latest search quality guideline, Google provides guidance for human writers to spot AI-generated content offering little or no value to users and score them as low or lowest quality. While the guideline does not directly affect web ranking, the feedback helps Google shape its future algorithm updates.

Why were websites with AI-generated content penalized by Google?

In March 2024, Google rolled out an update aimed at reducing unhelpful content by 40%. This update from Google penalizes spammy sites. Such sites use AI to mass-produce deceptive, misleading, or low-value content. As a result, the update penalizes them.

If Google identifies a spammy site, it will apply a “manual action” and make the site disappear from its Search Results (a.k.a. deindex the site). The result is staggering—over 1,446 websites were deindexed, and the estimated total traffic loss is over 20 million visitors per month.

Many assume those sites were penalized just because they used AI. But when we look at the data, that’s not the full story. In a review of 20,000 URLs, 57% of AI-written pages ranked in the top 10, along with 58% of human-written ones. This shows that Google isn’t targeting AI content itself, but rather low-quality, spammy pages, regardless of who or what wrote them.

Simply using AI to generate content won’t help; it will actually hurt you, which I warned of in a previous article. This highlights an important lesson for marketers: don’t rush to produce massive amounts of content just for SEO. Instead, focus on creating higher-quality pieces that genuinely serve your audience.

Common mistakes sites using AI-generated content make

• Thin Content: Articles that offer no real insight; merely touch the surface of a topic
• Keyword Stuffing: Overusing keywords unnaturally to manipulate rankings
• Lack of Human Editing: AI-generated content was published without checking for clarity, tone, or factual accuracy.
• Repetitive Information: Content that repeats the same points without offering fresh perspectives.
• No Authoritative Sources: Content lacking references to credible sources reduces trustworthiness.

Does Google rank AI content?

Yes, Google DOES rank AI content, but the content must be optimised for E-E-A-T: Expertise, Experience, Authoritativeness and Trustworthiness. Google uses these criteria to evaluate the trustworthiness and quality of the content on your site.

There are very few success stories of purely AI-generated content ranking well. This is because AI-written articles often lack depth, case studies, or a personal touch that engages and resonates with readers.

Remember, Google doesn’t care whether the content is AI-generated or not. It only cares whether it fulfills the EEAT factor and aligns with search intent. Search intent is simply what users are hoping to find when they search. For example, if someone Googles “best cat food for picky cats,” they’re likely looking for recommendations, not a history of cat food. 

Other than search intent, here are a few other SEO practices that Google values:

• Subheadings: These are titles within your content that break it into sections, making it easier for both readers and search engines to understand the structure. Well-organized subheadings can improve your content’s readability and SEO ranking.

• Internal links: This refers to links within your content that connect to other pages on your site. It helps search engines discover more of your content and keeps visitors engaged longer, boosting your SEO.

• Meta descriptions: A meta description is a short summary of your page that appears in search results. While it doesn’t directly affect rankings, a compelling meta description can increase click-through rates, which indirectly helps with SEO.

Another key point here is that Google’s algorithms are constantly evolving. While today’s standards may seem forgiving toward AI-generated content, future updates could emphasize authenticity and expertise even more.

AI-Generated vs AI-Assisted content

There’s very little chance for AI-generated content to survive the constantly evolving algorithm of Google but with AI-assisted content, it is a different story. Here’s how both differ:

Blending AI’s efficiency with human creativity not only improves quality but also helps your content stay relevant and rank well as algorithms evolve.

Case study

After ChatGPT rolled out in 2022, many AI writing tools bloomed. I was curious if Google does indeed reward AI-assisted content, as long as it was crafted thoughtfully for the readers.

So, we experimented – by publishing a series of AI-asssisted blogs targeting low competitive keywords.

The result — most of the blogs rank for their keywords. And more importantly, they continue to rank after several Google Updates, including those targeting spammy AI content.

How to optimize AI content for SEO

Instead of depending solely on AI, use it as an assistant. Using AI as an assistant for content creation means using AI for tasks like ideation, outlining, and drafting. On the other hand, we can handle tasks such as refinement, editing, and adding a personal and much-needed human touch.

 My personal best practices for AI-assisted content are as follows:

• Use AI to brainstorm topics, research keywords, and generate rough drafts. I often use AI to help me brainstorm my next topic and generate a rough draft for any article I am struggling to write.
• Use AI for SEO analysis rather than full content creation. For instance, AI can help identify trending keywords or analyze competitors’ strategies. This approach allows you to leverage AI’s strengths while keeping your content original and engaging.
• Refine and edit AI drafts to add personality, insights, and expertise. Also, be sure to add your unique experience – this would add a personal touch and your unique spin to your content. This would make your content uniquely yours, and readers wouldn’t find it elsewhere!
• Fact-check all information included in your content to ensure accuracy.
• Optimize for SEO with proper formatting, internal linking, and engaging meta descriptions.

By treating AI as a writing assistant rather than the sole content creator, you can create high-quality, SEO-friendly content that not only meets Google’s standards but also engages readers. Check out this article for more ways to optimize content for SEO.

Just think of AI as Robin to your Batman; no matter how good Robin is, he can never replace the caped crusader (You!)

Future of AI Content in SEO

With AI becoming more advanced, we will undoubtedly see an increase in AI-generated content on the web. However, Google’s core principle will never change: quality, value, and user experience will always come first—no exceptions!

Here is how AI content will evolve in the coming years:

• More sophisticated AI tools: AI will improve at mimicking human writing styles, but this is not the reason for not adding your personal touch to the content.
• Greater emphasis on human-AI collaboration: Companies will use AI to assist with content creation, but humans will remain in control.
• More substantial Google updates against low-quality AI content: Expect Google to impose stricter penalties for spammy, misleading, and low-value content, regardless of how it is produced.

Final thoughts

AI content can rank on Google and show up on the first page, but only when it meets the same quality standards as human-written content. Google doesn’t penalize AI-generated content, but it won’t reward low-quality, spammy, or misleading content either.

If you use AI, be sure to use it as an assistant and not the sole creator of your content. You must refine, fact-check, and enhance it with your expertise and unique experiences.

While AI tools can produce well-structured articles quickly, they may miss nuances that resonate with your audience. For example, AI might not fully understand cultural references or emotional tones that matter to your readers. By fine-tuning AI content, you ensure it meets your audience’s expectations.

All in all, AI can be a powerful tool for content creation, but it is by no means a shortcut to SEO success. The best approach for content is to let AI assist you but keep the final touch human.  

FAQ

Can ChatGPT create content that ranks on Google?

Yes, as long as it meets Google’s quality standards, aligns with search intent, and provides real value to readers.

Is AI content good for SEO?

AI content can support SEO efforts when used correctly. It’s best used for ideation and drafting, with human editing to ensure quality and engagement.

Does Google accept AI content?

Google doesn’t ban AI content, but it prioritizes helpful, relevant content and demonstrates E-E-A-T, regardless of how it’s created.