Why AI-Written Content Could Be Hurting Your SEO (And How to Fix It)

Google is making it harder for websites to rank if their content feels robotic, generic, or low quality. AI-written content that might have ranked in the past is now more likely to get ignored or worse, penalised.

If you’re using AI tools to help write your content, that’s fine—but you need to make sure the final result reads as well (or better) than something written by a professional human copywriter.

Google’s New Stance on AI-Written Content:

What’s Changed?

With Google's latest AI content update, understanding AI and SEO best practices has never been more important.

Google is now better at detecting AI-generated content and evaluating its quality. The search engine giant rewards content that feels original, valuable, and genuinely engaging to real people, not just something designed to fill space.

Why Filler Content No Longer Works

Filler content won’t cut it anymore.

Every blog, article, or web page needs to serve a real purpose and offer genuine value to your audience. Flashy design won’t hide weak content. If people (and Google) don’t want to read it, don’t waste time writing it.

How to Make AI-Assisted Content Google-Friendly

Focus on Originality and Value

Your content needs to stand out from everything else already online. Don’t just reword what competitors are saying, add something new.

Structure and Readability Matter

Make your content easy to navigate with clear headings, short paragraphs, and logical flow.

Use Keywords Naturally

Integrate long-tail keywords naturally. Don’t force them. Well-written content that reads smoothly will always outperform robotic, keyword-stuffed copy.

Optimising AI-written content for SEO isn't just about keywords—it’s about delivering real value.

The Right Way to Use AI in Your Content Strategy

AI is a great tool for speed and structure—but it shouldn’t be the final voice.

Here’s how to use it well:

• Let AI help with outlines, drafts, or topic research.

• Then rewrite and refine with your own tone, brand personality, and insight.

• Think of AI as your assistant, not your author.

  
  

Understanding Google’s E-E-A-T Framework

Google uses the E-E-A-T framework to judge content quality:

• Experience

• Expertise

• Authoritativeness

• Trustworthiness

Your content should show you know your topic, that you’re a credible source, and that your information is up-to-date and useful.

Updating your content regularly is important too. Think of it like good website hygiene, less messy than skincare, but just as important.

Final Thoughts: Human-Led, AI-Supported

The best content strategies today combine the speed and structure of AI with the authenticity and originality of human creativity.

AI should support your writing process, not replace your voice.

Need Help?

If you’re struggling to balance AI efficiency with human quality, book an AI Optimisation Consultation with us.

Or talk to us about out our subscription service, which specialises in humanising AI content and improving your site’s overall AI content SEO performance.

We’ll help turn AI-written drafts into content that ranks and resonates.