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Date of Publication: 20 Mar 2023
• AI-generated content creation is now the latest outrage in the digital space.
• Google’s stand, “Using automation — including AI — to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.” “This said, it’s important to recognize that not all use of automation, including AI generation, is spam.”
• Google Search Central: “Google’s ranking systems aim to reward original, high-quality content that demonstrates qualities of what we call E-E-A-T: expertise, experience, authoritativeness, and trustworthiness.
When it comes to automatically generated content, our guidance has been consistent for years. Using automation—including AI—to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.”
• Primarily, if E-E-A-T in AI-generated content is clearly demonstrated then there should be no issues with search rankings.
To know about E-E-A-T please refer to my previous blog E-E-A-T to improve content quality and search ranking
E-E-A-T is Google’s template since 15 December 22 for search quality. In my previous blogs we have tried to understand the limitations of AI-generated content by GPT 3 & 4. AI-generated content if created without exhibiting E-E-A-T elements to google crawlers and bots it assumes that the content is solely created to manupulate search results and hence penalize it.
Google has always weighed the helpful content heavier, so let us understand how to demonstrate E-E-A-T in AI-generated content.
First, we need to understand the mechanism of AI-generated content. In most AI content generators, say Anyword, copy.ai or ChatGPT, etc. There is input text put into the input fields and it gives you output text. Until recently AI engines could process up to 8000 words. Now with GPT-4 the capabilities have increased to 25,000. These outputs are based on predictive text. The AI engines predict which word would likely follow the existing one based on the levels of machine learning it has. The more robustly trained AI would give better natural language output. But it does guarantee to work under these parameters even if you write long articles.
Some AI-generated content with robust engines may show E-E-A-T to an extent for certain topics, but the as the whole the technology has a long way to go NPLs to match human factors accurately.
So to rank and demonstrate E-E-A-T in AI-generate content we need to understand the alternative option.
The concept of E-E-A-T applies to three areas:
So, once you have created a content using AI tools, you need to check whether it has the tone, the cadence, and other human elements similar to the rest of your website. See to what extent the website is known for the topic. Be clear with information across the website.
Try factoring in socio-economical, geo-political, and cultural perspectives. Have a local feel. It is also important that the website has a good reputation among readers. Encourage reviews and questions.
At the webpage level, to demonstrate E-E-A-T in AI-generated content, edit it with personal experience, and have examples that suit your audience.
Do have clear editorial disclaimers on how and where AI-generated content is used and whether the content is fact-checked.
Even if the AI-generated content offers a unique take on the subject, you must know it is taken from various existing sources and needs human oversight. Just realigning, rephrasing or collaging content does not make it of quality. You must make the flow easy and readable for the users.
Try putting outbound links to high authority websites & webpages.
Most importantly see if the content you created adds purpose for the reader. Make promises and deliver.
The amount of effort you put in through research helps you achieve this. It helps you create originality.
If you are using YMYL content be careful to be very accurate and consistent.
Try integrating different point of views apart from the one you have.
Add images and infographics wherever you find useful in simplifying the content to the reader.
You should have clear information about who is the main creator of the content. It is also important to have a small bio of him about why he is qualified to write the content. As mentioned earlier, his personal expertise and experience on the subject are critical.
Google’s Gary Illyes said in a keynote and Q&A session in Feb 2023, that Google does not give too much weight to who writes your content. So if you get a Walt Mossberg to write a piece of content on your site, just because it is Walt, doesn’t make it rank well. If the content is written well, it will rank well, but by default, just because Walt wrote it, doesn’t make it rank well.
But when you see the guidelines set to the quality raters you will find several instances of importance attached to the author. The element of Experience, Expertise, and Authoritativeness comes with the status of the author in the niche. Tell me who would you trust when it comes to medical updates – A doctor of the specific superspecialization or a random blogger?
Basically, to have your AI-generated content to be ranked, while editing use E-E-A-T as a filter. Check if E-E-A-T is demonstrated in the AI-generated content.
You need to meet all the criteria. A great author in a top website of the category with not-so-good content will not rank. You need to bring all four factors into play.
No tech can stand on its own. It may have flaws and limitations, but if used wisely, E-E-A-T in AI-generated content can be demonstrated and that will get you to rank in the search result pages.
Human overview and intervention can enhance the oppurtunities. Real-life experiences, the potential of the author, and problem solving elements in context to the audience can help to build a great content. Having relevant images and infographics adds a lot of credibility.
Don’t just publish a AI-genrated content just for the heck of it. It could be counter-productive. Spend time with it before you press the publish button.
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