Google Search guidance on AI generated content

Google, the world’s largest search engine, has been at the forefront of the digital revolution since its inception in 1998. One of the most significant trends in recent years has been the rise of artificial intelligence (AI), which has revolutionised the way we live, work, and communicate. Google has been a major proponent of AI and is now accepting AI generated content on its search engine.

Google says:

“Appropriate use of AI or automation is not against our guidelines.”

However, this acceptance has a caveat: the content must meet the E-E-A-T criteria to ensure its quality, relevance, and reliability.

Google advises creators considering using AI to generate content to focus on meeting E-E-A-T guidelines.

What is E-E-A-T, and why is it important?

E-A-T stands for Expertise, Authority, and Trustworthiness, and it is a set of criteria that Google uses to evaluate the quality of content on its search engine. The E-A-T criteria are particularly relevant for content that relates to sensitive topics such as health, finance, and safety, where the quality of the information can have a significant impact on people’s lives. Google’s algorithms are designed to prioritise content that meets the E-A-T criteria, as this is seen as the best way to provide users with the most accurate and relevant information.

Experience

Experience is an essential component when evaluating the quality of content on the web. In this context, experience refers to the level of experience and skill that the author or publisher of the content has in a particular field or industry.

When evaluating the author’s or publisher’s experience, Google looks for indicators such as education, training, work experience, and achievements. For example, if a person is writing about a medical condition, Google would look for content created by someone with a medical degree or other relevant qualifications and experience treating patients with that condition.

In addition to formal qualifications and experience, Google also considers the level of expertise demonstrated in the content itself. This includes the use of technical language, the depth of knowledge, and the level of detail provided in the content. For example, if a piece of content includes detailed information on the symptoms, causes, and treatments of a medical condition, it is more likely to be considered high-quality content by Google’s algorithms.

Overall, experience is a key factor in establishing the credibility and authority of the author or publisher of content. By ensuring that individuals or organisations create content with relevant experience and expertise, Google can provide users with the most accurate and trustworthy information on various topics.

Expertise

Expertise refers to the knowledge and expertise of the author or publisher of the content. Google looks for content that is created by experts in their field, who have the necessary qualifications, credentials, and experience to write about the topic. For example, if someone is writing about a medical condition, Google would look for content created by a medical doctor or a reputable medical organisation.

Authority

Authority refers to the reputation and influence of the author or publisher of the content. Google looks for content created by individuals or organisations with a high level of authority in their field. This could include established news organisations, universities, or government agencies. Content that is created by sources with a high level of authority is more likely to be accurate and reliable.

When evaluating the authority of the author or publisher, Google looks for indicators such as the credibility, expertise, and popularity of the website or organisation that is hosting the content. For example, if a website is known for providing high-quality and accurate information on a particular topic, Google may consider it to be an authoritative source.

Some of the factors that can contribute to a website’s authority include the number and quality of backlinks pointing to the site, the age and history of the site, the quality and relevance of the content, and the reputation and influence of the organisation or individual that runs it.

Google also considers the authority of the author or publisher in relation to the specific topic that they are writing about. For example, if a person is writing about a medical condition, Google would look for content created by a medical doctor or a reputable medical institution, as these sources are more likely to be authoritative on the topic.

Authority is paramount to establishing the confidence and reliability of the writer or publisher of web content. By ensuring that content is created by individuals or organisations with a high level of authority and reputation, Google can provide users with the most accurate and trustworthy information on a wide range of topics.

Trustworthiness

Trustworthiness refers to the reliability and integrity of the content. Google looks for content that is accurate, unbiased, and free from errors. Content that is misleading or contains false information is unlikely to be considered trustworthy by Google’s algorithms.

One way that Google assesses the trustworthiness of a website is by looking for clear disclosure of the author’s or publisher’s identity, as well as any potential conflicts of interest or affiliations that may influence the content. This transparency allows users to decide whether to trust the information.

Google also looks for content that is backed up by reputable sources and provides accurate, up-to-date information that can be verified by other sources. This includes ensuring that any statistics or data cited in the content are from reliable sources and that any claims made in the content are supported by evidence.

In addition, Google also considers user-generated signals such as user reviews, ratings, and comments when evaluating the trustworthiness of a website or piece of content. This feedback provides valuable insights into how users perceive the quality and accuracy of the content and can help Google identify potential issues or areas for improvement.

 

Google’s guidance

Google’s guidance on creating helpful, people-first content has now been updated. The new section contains three questions – Who, How and Why – that people should consider when assessing the effectiveness of their material.

Who

To properly understand the E-E-A-T of content, Google advises it is essential to make it clear who created it. Here are some questions to help assess your content:

• Is it self-evident to your visitors who authored your content?
• Do pages carry a byline where one might be expected?
• Do bylines lead to further information about the author or authors involved, giving background about them and the areas they write about?

Ultimately, accurate author bylines should be added in situations where readers would reasonably expect to see them.

How

To foster a better understanding and build trust, it is imperative for individuals to understand the manner in which content is produced. People should be informed of the entire process and if any automation or artificial intelligence has a role in the production of the content.

• Is using automation, including AI generation, self-evident to visitors through disclosures or other ways?
• Are you providing background about how automation or AI generation was used to create content?
• Are you explaining why automation or AI was seen as useful for producing content?

Why

According to Google, one of the most important things to consider when creating content is whether it is valuable and beneficial to users.

The content must be created in line with Google’s E-E-A-T standards, which reward quality and compliance.

However, any attempt to manipulate rankings through artificial intelligence or automation will result in a breach of Google’s anti-spam policies.

Frequently Asked Questions

Google published a list of FAQs in its guidance post.

These include:

Will AI content rank highly on Search?
You won’t get any special gain from using AI. Google says if it’s useful, original and aligns with E-E-A-T, it might do well in Search. If not, then it might not.
Should I use AI to generate content?
It might be helpful to consider using AI if you see it as an important way to help you produce quality content. If you’re using it with the aim of manipulating rankings, the answer’s no.
Can I list AI as the author of the content?
While Google recommends, you make clear when AI is part of the content creation process, giving AI an author byline is “probably not the best way” to do this.

The full list of Frequently Asked Questions can be found in Google’s guidance on AI-generated content.