From Our Inbox: Can AI-Generated Content Hurt My SEO?

We recently got a great question from a client, and it's one that comes up more and more:

Client Question:
We’re thinking about using ChatGPT or another AI tool to help generate content for our website. Is that okay to do — or will it hurt our SEO?

Our Answer:

AI can be a powerful tool when used properly, but if misused, it can actually hurt your website’s visibility in search engines. Let’s break down what we know.

Google’s Stance on AI Content

Google doesn’t explicitly penalize AI-generated content. What they care about — and have always cared about — is quality. They say that content should be helpful, reliable, and written for people, not just for the sake of ranking in search engines.

Here’s a helpful link to Google’s official guidance on AI-generated content:

Google Search and AI Content (2023)

One key takeaway:

“Using automation—including AI—to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.”

So while AI content isn’t outright banned, if Google thinks you’re using it to spam keywords or produce low-quality pages at scale, you could be penalized.

What’s Changed Recently?

In March 2024, Google released a major core update and revised its spam policies — specifically calling out “scaled content abuse.”

Check it out here:
Google’s March 2024 Core Update

And the relevant section:
Scaled Content Abuse

In short, Google is cracking down on websites that use AI (or any method) to pump out content that’s keyword-heavy, low-value, or mass-produced. Even if some of that content is technically “on topic,” it could get flagged as spam.

So, What’s the Best Way to Use AI for Web Content?

AI is best used as a writing assistant, not a writer.

For example, you might ask ChatGPT:

"Create a content outline for a web page about estate planning services for a law firm."

Use that outline to guide your writing. Flesh it out with your own words, stories, tone, and voice. Rearrange sections. Add your own insight. Make it yours.

That’s how you get the best of both worlds: the efficiency of AI with the human touch that Google — and your readers — are looking for.

Final Thoughts

This whole area is still evolving. Even Google’s policies are in flux. But if you stick to creating content that’s helpful, well-written, and human-centered — with AI as a tool, not a crutch — you’ll be in good shape.

If you have questions about how to approach content strategy, SEO, or anything else web-related, feel free to reach out. We’re always happy to help.