Google Search Liaison Denies Higher Ranking for AI Content

Danny Sullivan, Google's Search Liaison, responded to statements suggesting that AI-generated content is "well-received by search engines." Sullivan challenged this claim by stating that AI-generated content doesn't possess "ranking power."

 

Twitter Discussion

In response, Sullivan shared his perspective on Twitter, stating, "Still not correct  that AI-generated content will be 'well-received by search engines,' at least from us."

 

 

Sullivan further elaborated on his view, highlighting that there's a lot of AI-generated content available on the web that doesn't achieve high rankings in Google search results. Refuting the assumption that AI content is preferred, Sullivan emphasized that the search engine system focuses on assessing content quality rather than its creation method.

Moreover, Sullivan explained that the success of AI-generated content in search engine rankings depends on its usefulness and relevance to users. Simply because the content is produced by AI doesn't guarantee that it will be deemed valuable and achieve a good ranking.

Google's algorithms prioritize content based on its value to users, regardless of whether it's created using AI or traditional methods.

 

Frthermore, Sullivan encouraged publishers to prioritize creating content that aims to meet the needs of their audience. Focusing solely on generating content for the purpose of ranking in search results without considering its value to users should be avoided. This is also reflected in Google's guidelines on Helpful Content.

While the debate about AI-generated content continues, search engine algorithms will continue evolving their criteria to deliver the most valuable and relevant results to users. The implications of this clarification extend beyond the realm of search engines, affirming the importance of human-centered content creation in the digital landscape.

 

How to Create User-Centric Content

As previously mentioned, user-centric content has the potential to rank well on Google searches, regardless of its creation method. Therefore, it's crucial to create high-quality content as advised in Google's guidelines. Here are the steps:

 

• Self-evaluate the written content. Assess whether it provides original, comprehensive information and offers in-depth analysis.
• Ensure a good page experience, making it easy for users and search engines to navigate.
• Focus on meeting user needs, rather than solely aiming for search result rankings.
• Prioritize E-A-T factors (Expertise, Authoritativeness, Trustworthiness) when crafting quality content.
• If utilizing AI assistance, ensure thorough editing and accuracy.