How does Google respond when it detects AI-generated content?

Following the progress made with artificial intelligence (AI) platforms and Large Language Models (LLM) such as ChatGPT, Gemini and Perplexity, there has been a noticeable increase in low-quality content in search engines. Google, always attentive to user experience, was quick to notice that this low-quality content produced by AI was not only growing, but that it was not providing any significant or additional value to the reader. 

Surfing the web 

Google has chosen to prioritize high-quality content. The company seeks to prevent its users from encountering unsubstantial or repetitive information, something common in content generated by artificial intelligence. It is true that AI tools are particularly helpful in marketing, as they offer advantages when creating new content from scratch and facilitate the exercise of generating new ideas for social networks or for the company's website, but it is crucial not to abuse these tools. They should be used in moderation so that Google does not penalize your page's SEO as AI-generated content. This phenomenon is known as “large-scale content abuse.” 

Large-scale content abuse refers to the mass generation of content with the aim of improving the positioning of your website in search engines. However, when this content is not useful or relevant to readers, it can have the opposite effect, which is unintentionally detrimental to the company. In this case, rather than benefiting your SEO, it harms it. 

Measures to address low-quality content 

Starting in March 2024, Google has started to implement measures for all content that does not provide value to the reader. The company assesses whether the content is AI-generated material, and if so, it is penalized, making it difficult for the company to position itself highly on Google and penalizing its visibility in search engines. With this in mind, content must be informative, interesting to readers, and trustworthy. To ensure these standards, it is vital that a human review and edit the content, checking the accuracy of facts and overall quality, given that AI-generated material has limitations and may contain erroneous or biased information. 

As we can see, Google, a leader in technological innovation, uses AI to combat AI, demonstrating its commitment to creating safer and more reliable digital content. 

In this context, Google's EEAT approach is worth particular note. This approach underlines the importance of publishing content that is produced and reviewed by people with expertise in the field, who demonstrate authority and instil confidence in readers. 

Features of the EEAT approach  

The EEAT approach is an essential part of copywriting. This methodology consists of a series of essential criteria that Google analyzes to evaluate the quality and credibility of the content present on a website and thus, improve the page’s position. In a digital environment saturated with information, sanding out requires more than writing skills; a strategy is needed that resonates with Google's quality criteria. By incorporating EEAT principles, copywriters ensure that articles are not only informative and accurate, but also reflect the authority and trustworthiness of the site behind them. 

EEAT is an acronym that stands for the following:  

• Experience: writing with authority on the topic at hand and providing value. Experience adds a level of depth and usefulness to the content, demonstrating that the writer has practical and real knowledge of the subject. 

• Expertise: entails demonstrating a solid command of the subject at all times. Expertise ensures that the content is well researched and substantiated, demonstrating a comprehensive and up-to-date command of the subject matter. 

• Authority: experience in the field in question must be demonstrated. Authority reinforces the credibility and legitimacy of the content by demonstrating a proven track record in the field. 

• Trustworthiness:  transparency and reliability are evident in the content. Trustworthiness consists of building a relationship of trust with readers by ensuring clarity and honesty in the information presented. 

Ultimately, what matters is not the origin of the content, but its quality. Integrating these principles into your writing not only ensures the quality of the material you share, but also significantly contributes to improving your website's positioning in Google search results. In this sense, the content is truly useful and valuable for those who consume it.