How Google sees content created using ChatGPT and Bard

AI tools like ChatGPT and Bard have revolutionized content creation by decreasing time and resources allocated to creating content.

In a few specific prompts, you can now literally create blog posts, emails, and even social media post targeted to a specified audience.

This massive influx of content is raising the bell of search engines like Google and Bing.

How do we differentiate between original content and AI-generated ones? How to reward content from brands? How do we prevent plagiarism?

Disclaimer: There's no AI-generated content guidelines and rules yet from Google. However, there are some principles, which I will outline below, to help you navigate the risks of being penalised by Google.

Key statements from Google and my opinion on them:

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.

(Source: Google Search's guidance about AI-generated content)

Google's E-E-A-T is about how far your content is original in demonstrating your expertise, experience, authority, and trustworthiness in your field.

For example, by going through your content, Google will identify the depth of your content. If we consider a blog post for a zoo like Casela Nature Parks , our E-E-A-T content will be not only about our animals, but also about natural ecosystem, the biodiversity, the urge for sustainability, amongst others.

We create in-depth content about our field to position ourselves on search. Now, there are several approaches to this; content hubs is one strategy for E-E-A-T content.

ChatGPT and other AI platforms usually provide “surface level” content, which is based on billions of content available on the internet. ChatGPT doesn't know your reality as a business, unless you feed it with some context.

Here's a video on how Google evaluates search results.

From Google:

Our focus on the quality of content, rather than how content is produced, is a useful guide that has helped us deliver reliable, high quality results to users for years.

Google reiterated their focus on the quality of the content rather than how it is produced. This implies the use of AI tool and platforms.

When using ChatGPT and other AI tools, content may appear to be made for machines instead of humans. Auto-generated responses tend to forget about context and situation of the audience.

It is critical to ensure that content remains original, since Google algorithms help surface more authoritative pages and demote low-quality content?and elevate quality journalism.

From Google:

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.

Google has been dealing with automation used to manipulate search results for many years. We have developed systems like SpamBrain to fight against spam, but spam still exists.

However, it's important to understand that not all automation, including AI generation, is considered spam. Automation has been used for a long time to provide useful content like sports scores, weather forecasts, and transcripts. AI has the potential to enhance creativity and expression, serving as a valuable tool for people to create great content for the web.