In a recording of the June Google SEO Office Hours Q&A session, John Mueller, member of the Google Search Relations team, discussed the impact of AI-generated content in SEO.
The discussion focused on two key areas: indexing AI-translated content and using AI tools for initial content authoring.
As the use of AI in content creation grows, Mueller’s advice can help you decide what’s best for your website and audience.
AI generated translations
One of the questions posed to Mueller was, “How can you be transparent about using AI translations without being penalized for AI-heavy content?”
In response, Mueller clarified that there is no specific markup or tagging for automatically translated pages.
Instead, website owners should assess whether the translated content meets their quality standards and resonates with their target audience.
Mueller advised:
“If the pages are translated well, if the right wording is used for your audience, in short, if you think they’re good for your users, then making them indexable is fine.”
However, if the translated content does not meet expectations, website owners can exclude these pages from search engine indexing using the “noindex” robots meta tag.
Mueller encouraged website owners to go beyond the bare minimum of word-for-word translation, stating:
“Ultimately, good localization is much more than translating words and phrases, so I’d encourage you to go above and beyond the bare minimum if you want users in other regions to rate your site.”
AI-assisted content creation
Another question addressed using AI tools to generate initial drafts of content, with human editors reviewing and refining the content.
Mueller’s response focused on the overall quality of published content, regardless of the tools or processes used to create it.
Mueller explained:
“What we care about is the overall quality that you end up posting on your website.”
He acknowledged that using tools to help with spelling, wording, and early drafting is not inherently problematic.
However, he cautioned that AI-generated content is only sometimes considered high quality.
Mueller recommended referring to Google guidance on AI-generated content and the company’s “useful content”. pagewhich provides a framework for evaluating content quality.
It also encourages seeking input from independent third-party reviewers, stating:
“I realize it’s more work, but I find it very insightful to get independent third-party input on these kinds of questions.”
Analyzing Google’s advice
At first glance, Mueller’s guidance is simple: assess the quality of AI-translated or AI-assisted content and ensure it meets quality standards.
However, his repetition of Google’s oft-quoted mantra of “focus on quality” offered little concrete, actionable advice.
While Mueller acknowledged that AI tools can help with copywriting, formatting and other content creation tasks, his caveat that AI output is not automatically “high quality” indicates the Google’s underlying skepticism towards the technology.
Reading between the lines, one could interpret Google’s position as an attempt to discourage reliance on AI, at least for now.
Until more transparent and practical guidelines emerge, websites will have to take their own calculated risks with AI-assisted content creation.
How this can help you
Whether you’re using AI for translations or the initial draft, the key point is to prioritize overall content quality, audience relevance, and adherence to Google guidelines.
Additionally, seeking third-party feedback can help ensure that AI-assisted content meets the highest standards of user experience and SEO.
Listen to the full June Google SEO Office Hours episode below:
Featured image: Bakhtiar Zein/Shutterstock
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