Content is dead. LONG LIVE QUALITY CONTENT.
I don’t think John Mueller (a Google Sr Search Analyst / Search Advocate) said “Content is dead. Long live quality content,” but I’m sure he’d agree with the statement. Also, I’m not speaking for John or on behalf of Google, and speaking from the point of view of how much I can’t stand bad content.
The Impact of AI Generated Content
With the AI boom, we’re in an era where quantity / velocity of content creation is overshadowing usefulness, and value. Unfortunately, the ratio of crap to quality isn’t even close. Some industry professionals are too quick to point a finger at Google for stating that as long as it’s valuable, AI generated content can still rank.
However, I don’t necessarily blame Google for this because too many people came to this conclusion. And, they did so without even reading about it on a blog, or hearing it on a podcast somewhere. Alas, some of you did and comprehended it synonymously with “All AI content is okay,” then you let the AI-Fairy run away with it… So is it really Google’s fault? I guess the point is, how do you know the AI-Fairy isn’t a crazy glue sniffer, building model airplanes?
Now have a brain… Because Google also reiterated the importance of AI generated content to not be spammy, or try to deceive the algorithm for rankings, etc., AND ALL CONTENT NEEDED TO BE VALUABLE TO THE USER / AUDIENCE OF THE SITE. Also, it sounds like there’s reason to believe Google’s algorithm has logic to detect this worthless AI-content too. From a post on Search Engine Journal:
Googler And AI Content Policy
The Googler, Chris Nelson, works at Google in the Search Ranking department and is listed as co-author of Google’s guidance on AI-generated content, which makes knowing a little bit about him
The relevant work experience at Google is listed as:
“I manage a large, global team that builds ranking solutions as part of Google Search and direct the following areas:
-Prevent manipulation of ranking signals (e.g., anti-abuse, spam, harm)
-Provide qualitative and quantitative understanding of quality issues (e.g., user interactions, insights)
-Address novel content issues (e.g., detection and treatment of AI-generated content)
-Reward satisfying, helpful content”
It’s an interesting post that you can read in full about Google’s stance on AI Content.
So today I plead to everyone who has a hand in writing and/or creating content to do everyone a favor, and take a little unsolicited advice from me, and to please remind stakeholders, executives, and whomever else needs to hear this: “Content isn’t about cranking out endless posts or articles. Being valuable must lead the way. If the entire piece of content can’t be unique (this part is harder to accomplish), then it needs to at least provide sections that differentiates your content from another site’s content.”
Also, I hope you picked up on the movie reference because I was laying it on a little thick lol.
If there’s anything I, or my team can do for you, please don’t hesitate to reach out to us this is even if you have questions about content writing. Also, if you’re in need of content services such as writing, planning, strategy consultation, etc., please check out our Creative Writing services page.
Reference Articles:
About the Author:
Vinh Huynh is Digital Marketing strategist, specializing in SEO & Paid Search, and also the owner of DRVN. He helps businesses improve their online visibility, through data-driven strategies. Outside of Digital Marketing, you can find him coaching the sport of Olympic Weightlifting, and networking with entrepreneurs, and local businesses.