Is AI-Generated Content Good for SEO? Tread Carefully, Humans.

Last year, I wrote an article titled, "Are copywriters going to be replaced by AI?" (*humble brag: it's currently ranked in the top spot of Google).

One thing that I was missing from that article about was the impact that AI generated content could have on SEO.

Picture content marketers hunched over their keyboards, summoning ChatGPT like a genie to whip up some content SEO magic.

It’s tempting, right?

Fast, cheap, and scalable content - it’s the dream of any company with a low marketing budget.

And here’s where things get interesting.

For years, Google has championed content “written by people.”

But in September 2023, Google dropped its Helpful Content System update, shifting the focus to content “created for people.”

Here's what that means:

It doesn’t matter if a human or AI writes your blog; what matters is whether it genuinely helps your audience.

While this sounds liberating, don’t start celebrating just yet.

AI tools may save you time, but without a human touch, they’re more likely to derail your SEO than elevate it.

Quick, cheap and easy...allegedly

Generative AI content feels like the Maccas drive-thru of SEO.

Quick, easy, and decent enough to get the job done - until you realise you’ve overdone it, and your brand is starting to look like a greasy cliché.

AI tools churn out blog posts, meta descriptions, and even full-fledged whitepapers in minutes.

Need a 2,000-word article on "The Future of Recruitment"?

Boom - AI has you covered before you can refill your coffee.

And the appeal isn’t just speed - it’s savings.

Why pay a writer $500 when an AI can do it for a $5 per week subscription?

With those economics, AI feels like the best thing since sliced bread - or, in this case, pre-sliced keywords with a slab of Pepe Saya butter.

But here's the catch that I always remind folks: quantity ≠ quality.

The risk of becoming too dependant on AI

AI-generated content is like an intern who’s overly confident but entirely unsupervised.

Sure, it can regurgitate information scraped from the depths of the internet, but can it understand your brand voice?

Speak to your audience?

Avoid making up stats that sound like they came from The Beetoota Advocate?

AI can write it, but it better be good - or else your site’s SEO rankings might be the digital equivalent of Blockbuster Video (may she rest in peace) in 2025.

Add to that the risks of plagiarism (hello, duplicate content penalties), tone-deafness, and lack of E-EAT, and you’ve got a recipe for disaster.

Human oversight is a must

Think of AI as a power saw.

It’s great for carving up a rocking chair, but I wouldn’t hand it to my two-year old son and expect him to build a house.

Similarly, handing your content strategy entirely to AI is asking for trouble.

Human oversight is non-negotiable.

And I know some people will think, "Of course, duh, I always PROOF my AI-generated content."

I'm not talking about checking grammar or spelling mistakes.

Today, I can spot an AI-generated article from a mile away, by the sentence structure, repetitive use of words, programmatic themes etc.

You need editors who can spot factual errors, strategists who can ensure your content aligns with your brand and audience, and writers who can add personality so the Blog doesn't sound like it was written by an AI.

Generative AI can help with the heavy lifting, but the polish, nuance, and creativity?

That’s a job for humans.

Finding a balance

Use AI to generate ideas, analyse competitor gaps, or even draft outlines.

But I strongly urge that you keep humans at the helm for the stuff that matters: crafting headlines, optimising for SEO, and ensuring your content resonates with readers and ranks on Google.

I always tell my colleagues to stick with E-EAT - because an AI doesn't have personal experience; it can't recall stories and unique experiences (and if it does, they are complete fabrications with no depth).

Final thoughts

AI-generated content can work wonders in the right context, but it’s not a silver bullet.

If you’re using AI, proceed with caution, prioritise quality, and remember: Google doesn’t care if your content comes from a human or a robot - as long as it’s valuable to readers.

So, is AI-generated content good for SEO?

Sure, if you’ve got a keen eye and a steady hand on the wheel.

But if you’re expecting AI to replace your SEO team entirely, don’t be surprised when your rankings crash harder than a crypto startup.