ChatGPT: Is this allowed or prohibited to optimize your SEO?
Google provides clarification for SEO and ASO professionals on how to reference text produced by tools such as ChatGPT.
Due to the rise in popularity of AI-powered text writing tools, such as ChatGPT, Google has taken steps to respond to this trend. After announcing its own conversation service, Bard, the search engine has finally clarified its rules regarding SEO. If you're considering incorporating AI-generated content on your website and listing it on Google, here's what you need to know.
Google maintains its vision of content quality, but the terms used are particularly revealing. The objective displayed by the search engine remains the same:
“Promote high-quality content, regardless of its production method.”
Google's response is unequivocal: the use of content generated by algorithms is not prohibited and these pages can be legitimately referenced. Google recommends referring to its content quality guidelines, such as the EEAT concept (Expertise, Experience, Authority, Reliability), which summarizes the criteria to be respected to create content valued by Google.
Automatically generated content authorized by Google
Google mentions examples where artificial intelligence is used to produce content considered beneficial to users:
- Sports results: Many services are developing around sports results, notably using artificial intelligence to allow fans to follow matches by reading comments. These reviews are generated using the vast amounts of data available on the web.
- Weather forecasts: Google also mentions weather forecasts as another example of content that can be produced by AI using current and historical data to generate automatic projections.
- Transcriptions: It appears that you can safely use audio to text conversion services to obtain a transcription of an audio or video file.
Google then praises the merits of artificial intelligence and emphasizes that this technology is perfectly aligned with its vision. According to Google, AI has the ability to serve as an essential tool to help people create quality content for the web. However, Google is committed to adopting a responsible approach while maintaining high standards in terms of information quality and content usefulness.
Google algorithms to punish SPAM
Google evaluates content on its quality, regardless of the author who created it. However, the search engine points out an important point:
“Using automation mechanisms – including AI – to generate content, with the primary objective of manipulating search rankings, constitutes a violation of our anti-spam policies.”
Google refers to its anti-spam rules and warns those who use AI to achieve top positions in the SERPs. Google has many years of experience combating automation used to manipulate search results, and its efforts to combat spam will continue regardless of the method used. The Helpful Content Update, deployed for French pages at the end of 2022, fits perfectly into this framework by favoring useful, reliable and human-centered content.
Google answers 10 SEO questions about content generation
In practice, Google's vision was not disrupted by the sudden popularity of ChatGPT. However, it is worth noting that the search engine recently updated its help page for creating quality content, but this update is only available in English. A paragraph titled "Who, How and Why" has been added to advise content creators. If the page is in French, it is possible to change the language using the dedicated button located at the top right on computer or at the bottom of the page on mobile.
SEOs still have many questions on this topic, and Google concludes by answering 10 SEO questions to summarize the key points to know:
- Appropriate use of AI is consistent with Google recommendations.
- Google does not generally prohibit content produced by artificial intelligence because this technique can help create relevant content.
- The search engine is capable of detecting poor content, whether produced manually or by automated means.
- In order to prevent the spread of false information, Google follows the same principles, but it is more vigilant about the quality when it comes to health, political or financial information.
- Google uses various systems, including SpamBrain, to examine signals and identify content intended to manipulate rankings.
- The content production process is not the main criterion for Google. Rather, the search engine evaluates quality to determine an appropriate position in search results.
- Using AI to produce relevant and original content is possible. However, it is important not to consider this technology as an easy and inexpensive solution to improve your SEO.
- Google emphasizes the importance of specifying the author of content when users may have questions about it. The search engine also reminds that articles referenced on Google News must be signed. Reading between the lines, we can understand that Google is taking a cautious stance on the use of AI in the press.
- Google recommends clearly indicating when content has been automatically generated, especially when users may legitimately question the identity of the author.
- To conclude, Google emphasizes that giving an author signature to an AI is probably not the best way to follow its recommendations.
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