As AI-generated content proliferates, Google is stepping up its game by updating its policies and refining its algorithms to combat spammy content.

For digital marketers and communication specialists, that creates a familiar challenge: striking a balance between crafting engaging content for their audience and adhering to Google's stringent guidelines.

Fully 82% of consumers say brands must advertise on safe, accurate, and trustworthy content. As a response, the No. 1 search engine has made it very clear that using automation with the sole goal of generating content and manipulating ranking in search results is a violation of its policies.

In a world where generative AI tools are becoming more and more accessible, many may be tempted to abuse this revolutionary technology. Experts estimate that by 2026 as much as 90% of content on the Internet may be AI-generated.

The question arises: How do media specialists maintain authenticity in a world that seems it could be taken over by artificial intelligence?

The key is to lean into human elements that AI simply cannot provide.

Breaking Down Google's Latest's Policies

• Quality over quantity. Google prioritizes content that provides real value and engages users. Content created merely for SEO manipulation will likely be penalized. That focus is reinforced by the E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—used by Google's Quality Raters to assess content quality. Although E-E-A-T is not a direct ranking factor, content that excels in relation to those criteria is more likely to perform well in search results, as Google continuously refines its algorithms to prioritize trustworthy content.
• Ethical AI use. Automation tools should be used to enhance content, not to generate it in bulk. Google acknowledges the potential of AI to produce helpful content but insists that it should not compromise accuracy or reliability.
• Customer trust. Because customers demand that brands advertise on safe and trustworthy content, maintaining credibility has become paramount. Google is actively fighting against the proliferation of misinformation online through various initiatives, such as the Google Safety Engineering Center for Content Responsibility.

Why High-Quality Content Is Key

Google's "ban" on AI-generated content means that only high-quality, trustworthy content has a chance of appearing at the top of search results. Producing mass content with no real value will only lower the credibility of a brand and consumers' trust of it.

However, in its guidelines Google also highlights that its fight is not against all AI-generated content: "Automation has long been used to generate helpful content, such as sports scores, weather forecasts, and transcripts. AI has the ability to power new levels of expression and creativity, and to serve as a critical tool to help people create great content for the web."

That means in an environment where content is being overproduced and automated, the goal for brands must be to create high-quality, reliable content that appeals to people—content they can trust.

Authenticity Matters

Trustworthy brands are considered as such because they provide real information that is helpful to their customers.

Studies have shown that up to two-thirds of consumers are willing to stop using a company's products when they discover that its online advertisements are false. That indicates how dangerous it can be for a brand's identity when linked to unsolicited or incorrect content.

It's the duty of digital marketing and communications specialists to dedicate themselves to the customers. When brands invest in unique, high-quality content, they stand out in a competitive market. That distinction is vital for building a devoted customer base and boosting brand trust.

By delivering valuable, genuine content, brands can position themselves as industry leaders, earning trust and loyalty.

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