Google’s helpful content update for September 2023 brings major algorithm changes regarding the use of AI creatives. We will get more into that, but for now let’s quickly recap what the helpful content system is.
In short, the helpful content system helps to get webpages in front of users that are created for people, NOT search engines. Trust us, there is a difference in the way the content appears and reads. This also includes ranking content that may be sparse, duplicated, or without any original value as lower than other more useful content.
For more information on the helpful content updates, read through the previous updates:
NOTE: According to SEO chatter on multiple platforms, many websites took major traffic hits from this update. At this time, they are a bit frustrated and lost as to why exactly their content has been impacted.
Google Helpful Content Update & Machine Generated Content
It has been a concern for a while now. How will search engines rank AI content? I mean, AI has exploded in use and capabilities in the past few years alone which means it has become more commonplace. With this comes AI generated copywrite, images, and more. So, how do you get this type of content in front of searchers?
Google’s Previous Stance on AI Content
Would you believe us if we told you that Google had previously taken the stand that it was against their guidelines? To be more specific, they were concerned with the production of machine generated content as a way to spam content on websites and manipulate search rankings. In fact, this concern was directly addressed by Google’s Search Advocate John Mueller.
Good news though, it looks like Google has lightened up a bit on their expectations for AI generated content.
Note: Keep in mind, the guidelines have and will always push for high-quality and original content. AI can help produce this content, but always check the quality of the content produced.
Google Helpful Content System Relaxes Stance on Machine Generated Content
While we don’t know exactly what updates the helpful content systems algorithms have seen, we know Google improved its classifier system. We also noticed a difference in the language on Google’s helpful content page.
Originally, Google stated that the purpose of the helpful content system is to “better ensure people see original, helpful content written by people, for people, in search results”. Now, “written by people” has been removed and it states “helpful content created for people in search results”.
This could suggest that Google is being more open to machine generated content on websites. Well, or at least they are realizing the current capabilities of AI as it pertains to content creation. As they should since they are one of the companies at the forefront of AI innovation.
Moving Forward with AI Content
AI generated content definitely gives businesses an opportunity to up their content strategy game, but don’t think that’s the end of it. More importantly, your goal is to get your content in front of users and drive conversions. If you want to reach users on search engines organically, you must work to rank high by working with Google’s algorithms and guidelines.
If you’re not careful, Google’s algorithm changes, such as their helpful content update may hit your ranking a bit. Therefore, we highly recommend some of these tips when using machine generated content:
- Proof-read and edit as necessary. Sometimes, AI generated content can sound a bit robotic. Add some of your own brand personality.
- Sprinkle original ideas and information throughout. AI draws information from other websites, it doesn’t just pull it out of thin air. Without original ideas your content may be ranked low since it looks to just duplicate information from other sources.
- Don’t forget to include your own expertise.
- Make sure keywords are appropriately used. Keeping on top of the SEO portion is still important.
In conclusion, these subtle changes to the language, and hopefully, Google’s helpful content review system, look to be beneficial for machine generated content. Keep an eye out for new updates as larger changes may appear moving forward.
Lastly, if you are struggling to increase your rank and see organic results, it could be due to a number of things. Reach out to the Cyberlicious® experts and we can deep dive into your marketing efforts with an audit. Know what the issue is already? Great! We can get you where you want to be.