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Date of Publication: 20 Mar 2023
How to demonstrate E-E-A-T in AI-generated content?
With ChatGPT, GPT-3, and GTP-4 powered tools taking center stage, AI content creation is soon becoming an outrage. But then most AI content has flaws and errors and does not contain the E-E-A-T elements that are essential for search engines to evaluate the webpage for the relevant search results. In this blog, we will try to explore how we can demonstrate E-E-A-T in AI-generated content.
Anirban Guha
Digital Marketing Expert | Media Strategist | Entrepreneur
Table of Contents
• 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.
Let's understand relation of 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.
As mentioned in my previous blog, E-E-A-T to improve content quality and search ranking, trustworthiness is the most critical factor. Some AI- generators may give out content that may not be factually correct. It chooses from available content on the internet. As you know the internet has both real and fake stories, old and new. So how can you be certain that the AI-generated content you created is without flaws? Always cross-checking facts.
For a AI-geberated content to demonstrate your personal ‘experience’, the recently added parameter to E-E-A-T, is out of question. Neithre can it shell out the examples that you think would be relevant, especially from socio-economical, geo-political, and cultural perspectives. And you can most definitely not have the sources it was taken from.
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.
What is cource of action to have E-E-A-T in AI-generated content
The viable alternative seems to be - to add human elements with AI content.
The concept of E-E-A-T applies to three areas:
- The whole website.
- The webpage
- The main content creator of the page
The Whole Website:
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.
The Webpage:
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.
The Author:
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.
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.
Search Quality Rating Guidelines by Google
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About the Author - Anirban Guha
Anirban Guha is an MBA graduate from Amity University, Noida. Starting his career with The Times of India Group, he has spent over 16 years in advertising and has been the founder-director of an award-winning digital marketing agency, Tejom Digital for over 6 years. He has worked with some of the top brands in India and beyond. He is an expert in creative design and digital marketing. He is passionate about helping businesses reach their goals. Beside his professional life, Anirban is an avid reader, a movie buff, a passionate gardener, an art enthusiast, and a foodie.