A senior Google Search executive has suggested that AI-powered writing systems often produce low-quality content, which may prevent them from being useful tools used for search engine optimization, according to a series. posts on social networks. discovered for the first time by Barry Schwartz of Search Engine Roundtable.
Artificial Intelligence is offered as a solution to perform the world’s most mundane tasks at minimal human cost, from manufacturing and logistics for cook fries at Dodger Stadium. Following the trend, a few startups, including Jasper.ai, CopyAI, and Frase, promise high-quality AI-powered copywriting for a fraction of what it costs to hire an SEO agency.
Despite the popularity of social platforms, top search engine rankings remain the “holy grail” of the digital marketing world, as the engine will connect a consumer directly to a company’s website. Globally, companies spent around $47.5 billion on SEO and related services in 2020, according to data of the commercial research company.
However, AI writers don’t seem like a solution to improving search rankings, at least in 2022, according to SEO authority: Google Search Advocate John Mueller.
Yesterday on Twitter, blogger Meer Basit demand Mueller on whether the push for AI-generated content was legitimate, asking, “Isn’t Google’s AI smart enough to identify copied/reworded content?”
In response, Muller noted“Content generators and spinners have been around since the beginning of the web. People have used all sorts of tools and tricks to do so. Mueller followed up that statement by adding a gif of a mannequin head being pushed onto a keyboard by a mechanical device.
He adds, “As far as I know, most sites struggle to create better quality content, they don’t need help creating poor quality content.”
Later on Reddit, Mueller responded to a question in the /r/SEO subreddit that asked, “Are AI content writers good at creating blog posts or product review posts?”
Mueller’s response was short and direct, as he simply wrote, “no”. Despite having first-hand knowledge of the inner workings of Google’s SEO algorithms, Mueller’s comment only received two upvotes.
Some forms of automatically generated content are limit by Google’s Official Webmaster Guidelines, including text that may include search keywords, but is meaningless to the reader.
Despite this, startups that offer AI-powered copywriting tools proudly tout that their systems can generate content that will rank for SEO. Jasper’s website includes a Google logo, just below, stating that its system can “generate educational, keyword-rich, plagiarism-free blog posts.”
This isn’t the first time Mueller has broached the topic of AI-generated copy. Last year he suggested that there may be a time when Google’s search algorithm ignores whether the copy was written by a machine or a person, and instead ranks based on overall quality.
However, it seems that the time is not in 2022.