The truth is that most SEOs who use AI to generate content are doing it wrong, putting their businesses at risk.
Let me explain:
When AI appeared, SEOs were thrilled to generate content at scale. Hundreds of wrappers on ChatGPT appeared, claiming they help you write the best SEO content. Now they are out of business.
Obviously, they ignored that:
a) Generated AI content was also available to everyone, which makes most of the generated content a cheap commodity
b) AI generates content based on what it was trained on, which means to some extent, Google already has the info
So, during Google's core algorithm updates, like the current one, the May Core Algo update, websites that post a lot of AI-generated content get demoted or even penalized. Also, it is increasingly difficult to get indexed AI-generated content, as Google looks for AI-slop patterns like low entity density, sentence-structure clustering, and temporal incoherence.
Does this mean you should not use AI to generate content?
Nope, you should use AI in the content creation process, and I tell my clients to use it as much as possible. But you have to do it right.
You can definitely use AI to plan the article, research the topic, analyze the competition, conduct fact-checking, and optimize it for readability and SEO.
But if you want to get it to rank, a large portion of your article should include original research, personal perspectives, and experiences written in your tone of voice. Think: "Top 10 Hosting Companies for WordPress" should be "I personally tested 10 Hosts for WordPress. Here are the findings."
In a nutshell, something that AIs do not have and can't generate. Think: data in your company, case studies, tutorials, conferences and events you attended in person, interviews with people in your industry, etc.
Also, tie the content to your brand because that's what you want to improve in AI-Search Visibility, no?
And donât forget to back up every claim with quality research papers and authoritative sources - another place where AI can help you with your research.
Before hitting publish, ask yourself: Is this content distinctive enough to be pulled directly by Claude or AI Perplexity as a source, or just summarized generically? If itâs not, that's a modern ranking signal you're missing.
After the content is published, you should use AI to amplify it (by posting it on social media, repurposing it into short guides, videos, and audio, and using it in conversations, etc.).
This matters because you're now optimizing for two audiences: human search (Google) and AI platforms (Claude, Perplexity). Distinctive content ranks in both. Generic AI ranks in neither.
#SEO #AI #Content #GoogleAlgorithm #AIVisibility