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When it comes to navigating recent times of change, few industries have had to navigate change as much as the world of search engine optimization. It’s been chaotic, to put it mildly.
After surviving the seismic changes of Google’s Useful Content Update, released in the fall of 2022, SEO professionals found themselves caught up in the commotion caused by OpenAI’s ChatGPT program in early 2023. In February, Google issued guidelines on content created with artificial intelligence. Then, in March, it released its first core algorithm update of 2023, followed by a page experience adjustment in April and an important review system update
Then May arrived, and with it, the annual Google I/O developer conference; it was here that Alphabet Co. announced the gradual deployment of a new update to its useful content system. The update is designed to help the company take personal and expert viewpoints into account, integrating a high value placed on expertise in the search results and ranking system.
Suppose we step back and consider the myriad of changes throughout 2022 and 2023; let’s sift through the fog of the “AI vs. Humans” content creation debate. By removing all the confusion, we can hone in on the core principles of “creating content for people first” moving forward.
To achieve a truly impactful user experience, designers must prioritize all parts of Google’s EEAT guide: experience, expertise, authority, and trust. When combined with an effective page experience, quality content will satisfy the algorithm and most importantly, your visitors.
Related: Small businesses can and should consider investing in AI technology, with a cautious approach
Google’s useful content update and emphasis on content that puts people first
By the end of 2022, Google completed its Useful content update deployment, an important adjustment of the course designed to be a lock against an excess of SEO content first. The goal was to better recognize and reward websites that prioritize content first.
The company is fighting a relentless battle against content with little or no value, the meaningless content that clutters the Internet and endlessly frustrates web users looking for, you guessed it, genuinely useful content. Google has long been committed to ensuring a quality user experience for everyone who uses its search engine, and rightly so. Website visitors deserve not only high-quality content, but easy-to-find resources.
That of the company Q2 2023 The March core update had similar intentions to the initial useful content update. The company explained: “The changes are about improving the way our systems evaluate content in general.”
First announced in May, the new wave of changes is driven by the same motivation. In addition to a new “Insights” filter designed to highlight the relevant experiences of others in search results, the gradual update also aims to find the “hidden gems” that are often lost in “unexpected or hard-to-find places.”
Quality content is important, whether by AI or human effort
In February 2023, Google clarified its position AI generated content, clarifying the confusion that had been brewing. The company prioritizes high-quality content, regardless of whether it is generated by people or machines.
On the Google Search Central blog, the company wrote: “It’s important to recognize that not all use of automation, including AI generation, is spam. Automation has long been used to generate useful content”. Even more, he continued, “artificial intelligence can drive new levels of expression and creativity, and serve as a critical tool in helping people create great content for the web.”
This is the crux of the matter: AI is a tool, not a comprehensive replacement. It’s one tool among many in the creator’s toolbox.
However, it is clear that using automation or artificial intelligence strictly to manipulate ranking in search results is considered a violation of the company’s spam policies. The company has a long history of prioritizing the integrity and reliability of high-quality content.
Related: How to Create Great Content and Get More Views
Intent is key to Google’s algorithm
When creating content, it’s important to start by clarifying your intent. What is the purpose of website content? The search algorithm is fine-tuned to identify generic content markers designed only to catch the attention of crawlers looking for nooks and crannies.
Operate with the intention of providing “original and valuable content that delivers a satisfying experience” and you’ll set yourself up for success, with the caveat to content creators that any final product “adheres closely to its area of experience”. In 2023, experience may be a finalist for SEO industry topics of the year.
Three questions can serve as effective guardrails during the creative process; Google recommends asking yourself: Who? How? Because?
Who was the author? Is it easy to find the name? Is more information about the authors accessible or obvious? Is it clear how a piece of content was created? Is there evidence to support the information given? Was automation or artificial intelligence used in the creative process? If so, why? Why was the content created? Specifically, how useful or helpful is it to visitors?
Adding an E to EAT: The Importance of Obvious Experience
Above all, Google’s ranking systems aim to identify content that demonstrates knowledge, expertise, authority and trustworthiness (EEAT). In December 2022, Google added the second E for experience.
They have recognized the importance that visitors place on the validity of information. They want to see evidence of the relevant experience an author possesses. The more the visitor believes in the author’s expertise and knowledge, the more likely they are to trust the authority and reliability of the content, and the better their overall experience.
Related: How to outdo AI-generated content with expertise, authority, and trustworthiness
Focus on quality content to improve user experience, no matter how you get it
A constant throughout the evolution of Google’s search algorithm is the importance of user experience. Ensuring that quality websites are filled for any query is the basis for retaining visitors. A positive user experience includes many elements outside of content quality, such as a site’s page performance, but ultimately content is king.
However you decide to integrate AI technology into your creative process, the quality and intent behind the content and the level of expertise that is evident should serve as a guide to the sustained success of the your website
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