⚡Wizeo is now Wordbrew

Does Google penalize AI content?

Win more clients with Wordbrew

Scale your SEO content efforts without sacrificing brand integrity. Submit your first project today.

About the author



In an era marked by digital revolutions, AI stands out as one of the most transformative forces reshaping the landscape of multiple industries. From smart home assistants to predictive healthcare, its presence is undeniable.

Yet, amidst these advancements, content creators stand at a crucial turning point: to harness AI in content creation or to tread cautiously?

There’s an undeniable allure to the efficiency and capabilities of AI. One example is an algorithm’s ability to draft an article in mere minutes, eliminating hours of human effort.

But the burning question is: Does quality get compromised? And even more pressing, does Google, the internet’s most powerful search engine, penalize content produced by AI?

Keep reading to find out whether Google and AI work in harmony.


  • Google’s algorithm nuances: A vast system prioritizing user experience (from site speed to mobile-friendliness), content depth, accuracy, relevancy, and quality backlinks.
  • E-E-A-T metric: Google’s gold standard, emphasizing Experience, Expertise, Authoritativeness, and Trustworthiness in content.
  • Google & AI content: Google doesn’t discriminate against AI-generated content. Quality, relevance, and utility remain paramount. If AI-crafted content is checked for accuracy and integrity and follows Google’s guidelines, it stands to rank well.
  • The power of SMEs: Subject Matter Experts (SMEs) can enhance AI-produced content by adding depth, nuance, brand alignment, narrative cohesion, and ethical considerations. They help in refining AI outputs and providing the human touch.
  • The Hybrid approach: Combining AI’s efficiency with human insights offers a robust content creation method that aligns with Google’s emphasis on quality and relevance.
  • Final takeaway: While AI can generate content rapidly, Google values content enriched with human expertise. A fusion of tech and touch is the future of quality content creation.

Inside Google’s Algorithm

It’s important to fully understand the intricacies of Google’s ranking algorithm before we talk about the search engine’s stance on AI content. This vast and complex mechanism underpins how content is evaluated, ranked, and presented to users across the globe. At the heart of this algorithm lies Google’s unwavering commitment to its users—a dedication to delivering content that is not just relevant but also authoritative and of the highest quality.

Let’s take a more in-depth look at some of the pivotal aspects of Google’s algorithm:

User Experience (UX): Beyond Just Looks

While many may initially associate user experience primarily with the visual appeal of a website, in reality, it encompasses so much more.

  • Speed: In today’s click-and-go world, no one likes to watch a spinning wheel. If your site’s dragging its feet, you might lose some impatient visitors. So, make sure your pretty graphics and snazzy videos are just as quick off the mark as your text.
  • Mobile-friendliness: With nearly everyone glued to their phones these days, Google’s all about a seamless mobile experience. So, your content shouldn’t just look good—it should look amazing on any screen. If readers are squinting and pinching to see your content, it’s time for a tweak.
  • Navigability: Think of your site as a city. Every page, a destination. Now, wouldn’t you want smooth roads and clear signs? Making it a breeze for visitors to find their way around isn’t just good manners—it tells Google you care about your guests.

Content Quality: Delving Deeper than Surface Level

When it comes to content, it’s not just about quantity—unsurprisingly, it’s the quality that makes the real difference.

  • Depth: Don’t just scratch the surface. While a quick read can be handy, Google loves when you dive deep. The more you unpack a topic, the better. It’s not about word count, but word worth. Rich, thoughtful content stands out, especially when things get technical.
  • Accuracy: Google’s like that top student in class, always double-checking facts. Keep your content accurate and fresh. Staying updated isn’t just good practice; it’s a Google must-do. Pssst: Did you know that ChatGPT’s knowledge only stretches back to 2021?
  • Relevancy: Ever searched for “beginner yoga poses” and landed on advanced acrobatics? Annoying, right? Google thinks so too, and it will penalize that page based on how quickly you clicked off it to find something easier. Make sure your content vibes with what people are genuinely hunting for, and you’ll be in Google’s good books.

Backlinks: Quality Over Quantity Every Time

Backlinks have long been a cornerstone of SEO. However, the dynamics have shifted over the years. Here’s what Google needs from backlinks (which AI can’t offer at this stage): 

  • Quality: Imagine links as reviews for your favorite restaurant. When a food critic raves about it, that recommendation means a lot. Similarly, when a top site links to yours, Google sees you’re in the big leagues.
  • Diversity: You wouldn’t want to hear the same song on repeat, would you? It’s better to have a mix of different top hits vouching for you than one song playing over and over. So, having varied sources linking to you is a winning ticket.
  • Relevance: It’s all about being in the right crowd. If you’re a tech blog, a nod from a tech giant makes perfect sense and adds heaps of value. But getting a pat on the back from a cooking site? It’s nice, but it’s just a tad off-topic for Google’s taste.

Understanding these foundational aspects primes us for a future where hybrid content creation could truly shine. This is something we have pioneered at Wordbrew: the method of marrying the prowess of AI with the nuanced understanding of human expertise, presenting an opportunity to craft content that ticks all these boxes. The end result? An unparalleled user experience, unmatched content depth, and naturally attracting quality backlinks.

E-E-A-T is the Cornerstone of Quality Content 

In the expansive universe of digital content, where the line between genuine expertise and superficial fluff can blur, Google has carved out a distinct metric to evaluate content quality: E-E-A-T. 

Standing for Experience, Expertise, Authoritativeness, and Trustworthiness, E-E-A-T isn’t just an acronym; it’s a guiding beacon for content creators. It stresses that while incorporating relevant keywords is important, the soul of the content lies in its genuine depth, its command over the subject, and the trust it inspires.

Now, let’s unpack the E-E-A-T guidelines to understand their significance:

E-E-A-T: The Four Pillars of Content Excellence


Contextual Understanding: While experience isn’t just about longevity in a field, content should resonate like a well-tuned instrument. It’s all about understanding and delivering precisely what the audience is seeking, reflecting genuine familiarity with the subject.


Depth of Knowledge: Your content shouldn’t just skim the water’s edge; it should dive into the depths of the topic. This is all about delving into the intricacies and insights, offering a perspective enriched by deep knowledge and observation.


A Respected Voice: It’s not just about the words on the page; it’s where they’re housed. Does the platform have a respected name in its field? A solid reputation amplifies the impact of your content, giving it a louder, clearer voice in the industry.


Credibility and Security: Readers should feel they’re in safe hands, both with the accuracy of the content and the integrity of the platform. With a clear commitment to security, transparency, and a track record of reliability, you can preserve the integrity of the content. 

A description of EEAT guidelines and what they mean for Google

In the world of AI-enhanced content creation, the E-E-A-T guidelines play an even more critical role. They serve as a vital reminder that while technology can craft content, genuine quality is birthed from a synergy of machine efficiency and human touch. 

For creators who are incorporating AI into their strategies, it’s imperative to remember that the essence of E-E-A-T lies not in mere content production but in sculpting content that stands tall in terms of experience, expertise, authority, and trust.

The Truth About Google’s Stance on AI Content 

Google is the titan of search, there’s no denying it. With billions of daily searches, it commands a vast domain that connects information to the inquisitive minds of users. However, the soaring ascent of sophisticated AI tools, such as ChatGPT, has given rise to speculation about the future balance of power in the digital search realm.

But the truth is that Google doesn’t see the latest AI models as a threat since it has been intricately weaving machine learning and AI into its ecosystem for years. An early manifestation of this was when Google’s neural network impressively discerned cat images from unlabeled YouTube clips.

Today, the range of AI’s influence within Google is vast. For instance, it powers language translations for smooth global communication, refines search results for precision, and even aids the Google Assistant in making our daily tasks a tad easier. Not to mention its role in ensuring emails land in the right inboxes or in smartly optimizing ad campaigns.

In the heart of search, Google’s AI is a maestro. It interprets complex queries, refines user experience from autocorrect to personalizing search results, keeps the search landscape free from spam, and brings an intuitive touch to image searches.

Another groundbreaking application of AI within Google’s realm is the search generative experience. By harnessing the power of generative AI, Google seeks to revolutionize search experiences, providing users with even more personalized and precise answers. This is a testament to Google’s commitment to continuously enhance search, intertwining cutting-edge AI techniques with its foundational promise to users.

Does Google Penalize AI Content?

Now, circling back to the burning question for content creators: Does Google penalize AI content? The answer lies in Google’s core principle. Its main priority has always been to furnish users with the most accurate, helpful, and relevant information.

Google doesn’t discriminate against AI-produced content per se. The metric for assessment remains quality, relevance, and utility. If content, whether created as a result of AI or human effort, meets these standards and abides by Google’s guidelines, it stands a fair chance in the rankings. Conversely, AI content that strays into irrelevance, misleading narratives, or superficiality might find itself out of Google’s favor.

The Synergy of AI Content and SME Insights 

Here’s where content gets a whole lot better (and Google takes notice). Read on to see why a fusion of AI with human expertise is paramount to great content.

While AI presents an exciting frontier—crafting everything from succinct social media blurbs to detailed long-form pieces at astonishing speed—there’s an art that requires great skill to mesh this rapidity with genuine depth and resonance. Subject Matter Experts (SMEs) bridge this gap, supercharging the efficiency of AI to a symphony of authenticity and depth. 

As highlighted in our exploration of AI content creation,  the prowess of these systems is undeniable. Yet, when merged with the expertise of SMEs, we journey into the realm of hybrid content, a synthesis of the best of both worlds. 

Let’s look at how SMEs enhance what AI brings to the table:

Making AI Content Better with Subject Matter Experts (SME)

In-depth Knowledge: Think of AI as the surface diver, skimming across vast oceans of data. Now, picture SMEs as deep-sea divers, plunging into the depths to bring out pearls of insight. Together, they ensure your content is not just factually on point but also deeply meaningful.

Human Touch and Nuance: Ever felt a robot might not get a joke or tear up at a touching story? Exactly. While AI processes the cold hard facts, our SMEs sprinkle in the heart, soul, and cultural touchstones that make content truly connect with its audience.

Refining and Validating Information: AI can churn out content like there’s no tomorrow. But our eagle-eyed SMEs are there to quality-check, tweak, and polish, ensuring what’s fast is also fantastic.

Aligning with Brand Voice: Brands are like people, each with its own personality and charm. While AI can mimic general styles, SMEs are the brand whisperers who make sure content doesn’t just speak but sings in your brand’s unique voice.

Creating a Cohesive Narrative: If AI is the bricklayer, laying down facts brick by brick, SMEs are the architects, ensuring everything fits, flows, and tells a captivating story from start to finish.

Enhancing SEO: It’s not just about crowding in keywords. It’s about creating value-packed content that answers real questions. While AI can play the numbers game, SMEs ensure the content is a magnet for both search engines and real human beings.

Ethical Considerations: Some topics tread on delicate grounds. AI only sees black and white, but SMEs bring the shades of gray—ensuring content is not just correct, but also kind, considerate, and ethically sound.

Feedback Loop: AI learns and grows, much like us. And who better to teach it than SMEs? Every interaction and every piece of feedback is a lesson, turning the AI-SME collaboration into a dynamic duo that only gets better with time.

tips on making AI content better with subject matter experts

In a nutshell, the combination of AI’s efficiency and the expertise of SMEs provides a blueprint for content that doesn’t just populate the web but truly enriches it. Isn’t it time we harness the power of both to produce content that resonates, informs, and inspires?

A Parting Glimpse: AI Content Through Google’s Lens

Here’s the scoop: AI is an amazing tool for churning out content at warp speed. But, does Google dislike it? Not really. Google doesn’t give AI content the side-eye just because it’s machine-made. What they’re after is unparalleled quality and genuine relevance. 

The solution is blending the high-tech power of AI with the real, raw insights of humans. This hybrid approach gives your content a flavor that’s hard to beat. As we venture deeper into the world of AI and human collaboration, remember that it’s the human touch that makes AI content truly shine. So, why not get the best of tech and touch, and watch your content soar in Google’s search rankings?

Ready to give hybrid content creation a shot? Click here to get started today!

Win more clients with Wordbrew

Scale your SEO content efforts without sacrificing brand integrity. Submit your first project today.

Share this post
About the author


Win more clients with Wordbrew

Scale your SEO content efforts without sacrificing brand integrity. Submit your first project today.

Related posts

Copyright: © 2023 WB

All Rights Reserved.