Artificial intelligence has increasingly become a hot topic of discussion as software such as ChatGPT continues to evolve and be utilised in content creation. These discussions have brought out a wide range of perspectives, from the optimistic future this software holds for content marketing to the concerns that this will completely render copywriters obsolete.

Chief among concerns about this AI software is how it can be used to manipulate organic search rankings in SEO. With Google themselves delving into the AI search space, this has only been brought further into the limelight. In this blog, we’ll outline what Google has to say about the use of AI in content creation and the best ways you can utilise the software for your content marketing strategy.

Understanding the Basics of AI-Generated Content

AI content is any copy, such as blogs, articles and product descriptions, that has been created by a machine. These pieces are usually generated after a user enters prompts, such as keywords, topics, and other parameters. Based on the information that the AI has been trained on from the Internet, the software will then produce content that is intended to be read by humans.

With these capabilities, it comes as no surprise that there are plenty of benefits to using AI-generated content in digital marketing. The main advantage is that it will save time and resources. Moreover, as the software continues to be used, it can be personalised to tailor to your specific needs and assist in achieving a consistent style across content. Despite the number of immediate advantages that AI seems to provide for content marketing, there are also potential drawbacks that need to be considered. The main concern with AI-generated content is that it may provide inaccurate details. This can prove to be dangerous, especially for information created around medical and financial topics. In addition, the actual writing quality of AI-generated content can vary greatly. Because these machines have been trained on existing information, the content that they produce can often appear unoriginal or formulaic.

What is Google’s Stance on AI Content?

Google’s stance on ranking AI content in search results always has traditionally remained vague. Their original Webmaster Guidelines (now known as Search Essentials) stated that “all auto-generated content”, which includes AI content, was against their regulations and treated as spam. However, questions were raised about Google’s ability to detect AI content, especially as many reputable media organisations had used AI for years to assist with their content.

ChatGPT’s increasing popularity and the revelations that major publications such as CNET have been creating solely AI-generated articles have meant Google’s position on AI content needed to be clarified.

In a statement released on their Search Central Blog, Google stated that using automation, including AI, to create content with the sole purpose of manipulating rankings is a violation of spam policies. However, they also acknowledged that AI has long been used to create useful content such as weather updates and that appropriate use of this technology will not be penalised. This falls in line with their recent emphasis on “helpful content”. That is high-quality content that has been created with a people-first mentality. Rather than focusing on the method of production, Google recommends that publishers create content that demonstrates their “Expertise, Experience, Authoritativeness and Trustworthiness.

Essentially, when ranking search results, Google’s focus is on the actual quality of the content regardless of the method.

Best Ways To Use AI Content Tools

Artificial intelligence’s place in content creation will continue to change as technology improves and search engines get better at detecting automatically generated text. Moreover, in its current state, AI tools can often “hallucinate”, meaning they give answers which are not based on real-world data. If you’re looking to provide information regarding financial or medical decisions, this can prove to be extremely dangerous.

While AI tools may not necessarily be effective for automated content generation, they can be employed in an assistant role to your overall strategy. Some great ways to use AI in content marketing include:

  • Brainstorming Content Topic Ideas: Tools like Chat GPT can help writers generate ideas for blog posts, articles, and other types of content by suggesting topics and providing inspiration.
  • Outlining Content: AI Content Tools are also helpful to assist writers in outlining their content by providing structure and organisation to ideas.
  • Proofreading: they have the ability to proofread content and highlight errors and suggest corrections.
  • Content Optimisation: they are also a great tool to optimise the content for SEO purposes as well as formatting it for better readability and higher user engagement.


Look over the content with your own eyes
Whether it’s written by an AI or actual human, it’s always in your best interests to review the content with your own eyes to ensure that the text is both user-friendly and engaging

Achieving Marketing Goals With AI

The development of AI content generators has provided numerous benefits. However, AI-generated content still has its limitations and should not be solely relied upon to create content. Instead, it should be used as an assistant tool in conjunction with human creativity and expertise.

Regardless of the method of content creation, the importance of producing high-quality, user-friendly content cannot be overstated. Readers (and Search Engines) crave value and authenticity, which can only be achieved through creating something that is tailored to their needs and interests. As AI technology continues to evolve, keeping track of developments in the field of AI content is crucial to ensure that you are using the best tools available to produce the most effective content.

In conclusion, combining human creativity with AI content generators can lead to more efficient and effective content creation. By staying up to date and focusing on producing high-quality, valuable content, businesses can continue to engage with their audience and achieve their content marketing goals.

Ardent Communications has a team of Content Marketing experts that can assist in creating engaging and effective content for your business. Contact us for a free web audit and a tailored strategy to suit your needs!