John Muller gave his one-liner statement on AI where he said: “By definition (I’m simplifying) if you’re using AI to write your content, it’s going to be rehashed from other sites.”
He also states: You’re starting from a bad place, IMO. Great content isn’t automatically going to rank well, but making terrible content rank well is much more complicated. Beginning with this kind of an anchor pulling you down in an area where there’s already a lot of reasonable, perhaps even significant, content out there is a recipe for failure.
Here, Google emphasizes that any AI-generated content is not unique or new. It is just rephrased or reused content of some other websites as AI uses data that is already available on the web for improving its learning capacity. We, as SEO, already know that Google appreciates any content that focuses on satisfying user intent and uniqueness. In John’s statement on Reddit, he also says that focusing solely on technical details and scores won’t give you any success if the content doesn’t add any value proportion to users. Using AI to get help for content writing is appreciated, but letting AI write whole content without any human touches won’t make great content.
He points out that creating valuable and engaging content is essential for ranking well in search results. While having great content doesn’t guarantee high rankings, trying to make poor content rank well is even more challenging.
Below is a string of what John Muller posted entirely on Reddit:
You’re starting from a bad place, IMO. Great content isn’t automatically going to rank well, but making terrible content rank well is much more complicated. Starting with this kind of anchor pulling you down in an area where there’s already a lot of reasonable, perhaps even significant, content out there is a recipe for failure.
If you want people to link to your site, you need to make it link-worthy, and recommendation-worthy. If you want search engines to send folks your way, you need to provide something that’s not the same as on other sites (and of course, do a lot more than just have that content). By definition (I’m simplifying), if you’re using AI to write your content, it will be rehashed from other sites.
None of the technical details matter when a site doesn’t have a clear purpose, a value proposition focused on what users are missing and that delivers. Use technical information & scores to improve your craft; making technically great sites will not hold you back, but you first need that foundation of purpose.
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