Can AI Content Rank on Google?

The Short Answer: Yes, But There’s a Catch

Recent studies from Semrush have shown that AI-generated content can indeed rank on Google—sometimes performing nearly as well as human-written content. However, success isn’t about simply plugging prompts into AI tools and hitting publish. The key lies in how you use AI as part of your content creation strategy.

What Recent Research Shows

A comprehensive study by SEMrush analyzed 20,000 URLs ranking in Google’s top 20 search results and found something fascinating: AI-generated content performed almost as well as human-written content. Here’s the breakdown:

AI content achieved 54.9% representation in the #1 position (compared to 57% for human content)

In the top 10 positions, AI content maintained a strong 57% presence (versus 58% for human content)

Another interesting study by Redefine Marketing Group looked at performance across different content creation approaches:

– Fully human-written content

– AI-generated content with human editing

– Fully AI-generated content

Their findings? No single approach consistently outperformed the others, but the highest-performing content often involved AI in some capacity, especially when combined with human expertise.

Google’s Current Stance on AI Content

Google’s position has evolved significantly. In a telling move, they updated their guidelines in September 2023, changing the language from “content written by people” to “content created for people.” This subtle shift reflects Google’s focus on content quality rather than creation method.

What Makes AI Content Rank Well?

Based on current research and Google’s guidelines, here are the key factors that help AI-generated content rank:

1. Quality Over Quantity

Focus on creating valuable, informative content that genuinely helps your audience. According to Google’s guidelines, AI should be a tool to enhance quality, not a shortcut to produce mass content.

2. Human Expertise and Oversight

The most successful approach combines AI efficiency with human expertise:

• Use AI for research and initial drafts

• Have human editors review and refine the content

• Add unique insights and real-world experience

• Ensure accuracy and fact-checking

• Maintain brand voice and style

   

3. E-E-A-T Compliance

Your content must demonstrate:

• Experience

• Expertise

• Authoritativeness

• Trustworthiness

   

4. Original Value

Don’t just rehash existing content. Use AI to help create something that:

• Offers unique perspectives

• Provides fresh insights

• Addresses user needs in new ways

• Adds value to the conversation

What to Avoid

Google has been clear about what they consider problematic AI content:

1. Keyword-stuffed text that lacks coherence

2. Content without original value or insights

3. Automated translations without human review

4. Content that merely combines existing information

5. Mass-generated content for scraping feeds

6. Content containing inaccurate information

Best Practices for Using AI in Content Creation

To maximize your chances of ranking well with AI-assisted content:

1. Use AI as a Tool, Not a Replacement

Research shows the best approach is to:

• Let AI handle research and initial drafts

• Use it for content optimization and keyword research

• Leverage it for content structure and outlining

2. Maintain Human Oversight

Industry experts recommend:

• Review and edit AI-generated content thoroughly

• Add personal experiences and expert insights

• Ensure accuracy and relevance

• Maintain brand voice and style

3. Focus on User Intent

According to Google’s guidelines:

• Create content that genuinely answers user questions

• Provide comprehensive, valuable information

• Structure content for easy reading and navigation

The Future of AI Content and SEO

As AI technology continues to evolve, the key to success remains the same: focus on creating valuable, user-focused content. Recent updates to Google’s helpful content guidelines confirm that whether you use AI as part of your content creation process or not, Google’s primary concern is whether your content helps users and demonstrates expertise, experience, authoritativeness, and trustworthiness.

Conclusion

Can AI content rank on Google? Absolutely. But success lies not in whether you use AI, but in how you use it. The most effective approach combines AI’s efficiency with human expertise, focusing on creating high-quality, valuable content that serves your audience’s needs. As long as you prioritize quality, maintain human oversight, and follow Google’s guidelines, AI can be a powerful tool in your content creation arsenal.

Remember: The goal isn’t to game the system with AI-generated content, but to use AI as a tool to create better, more helpful content for your audience. When you achieve that, rankings will follow naturally.