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At Google, we have long recognised the potential of AI to revolutionize the delivery of valuable information. This post will elaborate on how AI-generated content aligns with our enduring commitment to presenting helpful content to users through Search.

Prioritising High-Quality Content Regardless of Its Origin Google’s ranking systems are designed to promote original, high-quality content that embodies E-A-T principles: expertise, authoritativeness, and trustworthiness. More detailed information is on our ‘How Search Works’ website.

Our emphasis has always been on content quality, rather than its production method, as a guiding principle. This approach has enabled us to provide users with reliable and high-quality search results consistently.

For instance, about a decade ago, concerns arose regarding the proliferation of mass-produced human-generated content. Instead of banning all human-generated content, which would have been impractical and counterproductive, we enhanced our systems to reward quality content.

The commitment to rewarding quality content has been at the core of Google’s mission. This commitment extends to our ranking systems, which are designed to surface trustworthy information, as well as our helpful content system, introduced last year to prioritise content created primarily for people rather than for gaming search rankings.

The Role of Automation in Crafting Valuable Content Regarding automatically generated content, our stance has remained consistent over the years. Using automation, including AI, to generate content primarily to manipulate search rankings violates our spam policies.

Google has extensive experience in addressing attempts to manipulate search results through automation. Our spam-fighting efforts, including systems like SpamBrain, will persist in combating spam in all its forms.

However, it is essential to acknowledge that not all automation uses, including AI-generated content, are considered spam. Automation has historically played a role in generating useful content, such as sports scores, weather forecasts, and transcripts. AI has the potential to elevate creativity and expression while assisting people in creating valuable web content.

This approach aligns with our longstanding commitment to empowering individuals with new technologies. We will continue to uphold this responsible approach while maintaining stringent standards for information quality and overall content helpfulness within Search.

Guidance for Content Creators Considering AI Generation As mentioned earlier, regardless of the content’s production method, success in Google Search is achieved by creating original, high-quality, user-centric content that embodies E-A-T principles.

Content creators can delve deeper into the concept of E-A-T by visiting our ‘Creating helpful, reliable, people-first content’ help page. Additionally, we have updated this page to guide considering the ‘Who, How, and Why’ aspects in relation to content production methods.

Evaluating content through this lens, whether it involves AI-generated content or not, will help creators align with the goals our systems aim to reward.

Danny Sullivan and Chris Nelson share this information on behalf of the Google Search Quality team.”


Is AI content against Google Search’s guidelines?

No, the appropriate use of AI or automation is not against our guidelines. The key is to avoid generating content primarily to manipulate search rankings, violating our spam policies.

Why doesn’t Google Search ban AI content?

Automation has long been used in content creation to produce useful information. AI can bring innovative ways to generate valuable content.

How will Google Search prevent poor-quality AI content from dominating search results?

Google Search has established systems to assess content’s helpfulness, enhance the visibility of original news reporting, and continually improve its ranking algorithms.

How will Google address AI content that potentially spreads misinformation or contradicts established consensus on important topics?

Our systems prioritise high-quality information from reliable sources, keeping content consistent with well-established consensus, particularly in areas where information quality is critical, such as health, civic matters, or finance.

Can Search detect if AI is used to spam search results?

We employ various systems, including SpamBrain, to analyse patterns and signals and identify spam content, regardless of origin.

Will AI content rank highly on Search?

AI-generated content is assessed like any other content. Its ranking depends on its usefulness, originality, and adherence to E-A-T principles.

Should I use AI to generate content?

AI can be a valuable tool to assist in content creation when used to enhance helpful and original content. However, using AI solely to manipulate search rankings is not advisable.

Should I add author bylines to all my content?

Author bylines should be provided where readers reasonably expect them, such as in content where the author’s identity is relevant.

Should I add AI or automation disclosures to my content?

Disclosures regarding AI or automation usage should be considered when readers are expected to wonder about the content’s creation process.

Can I list AI as the author of the content?

To make it clear to readers that when AI is involved in content creation, it is not recommended to attribute content solely to AI.

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