Not everything is so clear-cut.
In 2020–2022, Google could not decide for a long time what to do with automatically generated texts. Some of its representatives spoke about an unequivocal ban on such materials, while others informed users that the main thing is quality, not authorship. In the end, the latter won. Now Google takes a position of tolerance towards artificial intelligence.
But the controversy hasn't stopped. Many top Google engineers, including the famous John Mueller, believe that artificial intelligence has no place in modern Internet marketing. They point to the low quality of the generated content and the potential danger of factual errors.
Therefore, we can confidently say that today, artificial intelligence texts work great in SEO, but only if you are not too lazy to reread, check and edit them. But what will happen tomorrow, even Google management does not know. It is quite possible that some scandalous case will force a technology company to impose restrictions on the use of AI. Therefore, the use of generative models remains a risky step.
Not by formula
If you’re even remotely familiar with SEO, you should know about the EEAT ranking principle. According to it, texts should be expert, authoritative, reliable, and reflect personal experience. Indiscriminate use of artificial intelligence means completely ignoring this formula:
if the text is written by a neural network, it definitely does not contain the author's personal experience;
It is also not about expertise - AI simply summarizes the information it knows and forms an average response to the request;
Authority is also in question - artificial intelligence will not look for proofs and add links to sources;
There are also risks to reliability — generative models often ignore scientific consensus, make mistakes, or even invent certain facts.
Of course, artificial intelligence can create high-quality text. All you need to do is write the right query for it, check and correct the finished material, find interesting statistics, and add links to sources. But what role will machine intelligence play in such a task? Even the time savings will be insignificant. AI will only help automate the simplest routine processes.
For machines, not people
Despite all the difficulties, many SEOs manage to generate high-quality texts that actually increase the site's rankings in search engines. Victory? Not quite. Although these materials work great from a technical point of view, they often have low conversion rates. Moreover, the use of artificial intelligence in Internet marketing often leads to an increase in the bounce rate and a decrease in the depth of study of the web resource.
The reason is quite simple - people are not interested in reading such texts. They contain too much "water", unnatural language structures, repetition of the same phrases and key queries. Users quickly get tired and refuse to read these articles to the end.
The use of artificial intelligence also carries reputational risks. Having seen automatically generated text, people may be disdainful of a business that decided to save on human labor. In addition, over the past years, users have already formed a stereotype about the low quality of texts written by AI. They may fundamentally ignore these materials so as not to waste their time.
Mathematics is not wrong.
Although readability and informativeness are the most important aspects of texts, they can also be described in quantitative terms. And in this regard, artificial intelligence often goes beyond acceptable limits:
It's hard to get him to write articles of a certain length. He usually gives free rein to his "thoughts," significantly exceeding the given character limits.
AI ignores uniqueness requirements, even if they are explicitly stated in the query. There is a simple explanation for this - a generative model does not create anything new, but only generalizes the materials that were used to train it.
If you specify a list of keywords in your query, the AI can use them in every sentence, or even more than once. This is a direct violation of Google's rules - such spam can lower your site's rankings or even lead to a ban.
AI writes texts with high water content indicators — sometimes new zealand phone number library up to 60–80% of the text has no semantic load at all. This is also negatively perceived by search engines — such articles will definitely not reach the top in highly competitive segments.
Most of these problems can be solved with additional iterations. If you see errors, you can point them out and ask to change the text. But constant rewrites reduce the already dubious quality of the article. In addition, the machine does not understand the meaning of the material - it only imitates human speech. If you ask it to shorten the text, the AI can throw out important materials from it, leaving solid "water" - simply because these words are more common on the Internet.
Real-world scenarios for the application of artificial intelligence
Given all the shortcomings of AI, you might think that it still remains an expensive but not very practical toy. But in reality, this is not the case. Artificial intelligence has its own sphere of application, in which it brings considerable benefits.
Generative models can be good assistants to copywriters, SEO specialists, and editors. They can select source materials, find topics for articles and social media posts, and structure texts. In addition, AI is great at writing texts for robots that have a purely technical role and are not intended for the human eye at all.
Artificial intelligence can also be used in many other tasks. It will collect semantics, find places to place external links, prepare a brief for a copywriter, and write an outreach letter. AI can be considered as a personal secretary or a janitor, who can be entrusted with routine mechanical work. But WordFactory specialists warn: it needs to set carefully thought-out tasks, control the quality of the result, and make all important management decisions itself.
