Googles nya algoritm
slår ner på AI-content.

Here we go again. Google released a new algorithm a couple of weeks ago and, as usual, it swayed the search results. This time, Google has decided to crack down on AI-generated texts. Texts written solely for the purpose of improving SEO. Google handles them as spam. Which also deteriorates the domains' page rank.

AI dominates new content.

NP digital just did a survey showing that AI generated content accounts for 65% of all new texts. Another 25% of all texts are improved with the help of AI. This means that only 10% of all newly produced content on the Internet today is written entirely by a human. A downward spiral where computers learn from other computers. Everyone copies each other and no or very little new information or creativity enters the system. One problem is that general errors are mass-produced and becomes universal. Perceptions become truths and fact-checking is overturned.

How does Google's decision affect SEO and marketing?

Until very recently, it did not affect SEO. The content can be perceived as relevant. But as of the last update in April has Google decided to crack down on this. Google perceives AI-generated texts as spam. In addition, sites that contain a lot of AI generated texts and lose page rank.

Marketing wise, it's been a pretty bad idea all along. Sure it's data-driven, but it doesn't contain a trace of creativity, uniqueness, or what made strong brands strong - empathy and understanding of the target group's needs. AI has written texts that Google's algorithm wants to read, not texts that people want to read. Human written texts generate more than 5x as much traffic over time. AI throw away the customer experience in favor of more new business traffic.

So what to do to create great content?

Firstly, as a marketing manager, you should think about what you want to achieve with your marketing. If you want strong brands with loyal customers, AI-generated content is the wrong way to go. As always with brands, the wrong choice is not immediately visible, but it decays over time. It is about the interaction with people needing empathy, understanding, humanity and creativity. The unexpected is often the right thing. Emotions account for 70% of all choices, including brands.

If you want to know more about how you can develop the customer experience, improve your SEO and take care of your customers?
Contact me at klas @ kip.se to book a digi-meeting.