As ChatGPT and Google’s Bard become more mainstream, there’s been more and more talk about how Gen-AI content will rank on search, and if using AI tools will hurt search engine optimization (SEO).

On Wednesday, Google published a blog providing some guidance on AI and SEO.

Google on AI and SEO

The headline is basically: make valuable content that has a human touch, regardless of if you use AI or not.

Google’s ranking systems aim to surface reliable, original, and trustworthy content. Using AI to manipulate those rankings breaks of the company’s spam policies, though appropriate use of AI to generate helpful content is not against Google’s guidelines, and the company recognizes that tools like GPT and Bard assist with creating new levels of expression and creativity.

The blog also pointed out Google’s SEO101 shorthand — E-E-A-T: expertise, experience, authoritativeness, and trustworthiness.

Some of the other main points are summarized below:

• Appropriate use of AI or automation in content creation is not against Google Search’s guidelines.
• AI can assist in generating useful content.
• Google Search has existing systems to tackle poor quality content, whether generated by humans or AI.
• Google Search places emphasis on surfacing high-quality information from reliable sources, particularly for important topics.
• Google uses systems like SpamBrain to identify spam content.
• AI does not give content any special advantages in ranking highly in Google Search.
• If using AI for content creation, make sure it’s for producing helpful and original content, not just to manipulate rankings.
• Consider adding author bylines when readers would reasonably expect it.
• Consider adding AI or automation disclosures when it would be reasonably expected.
• Giving AI an author byline is not recommended.

Check out the complete blog here.