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What Google says
People have been talking about Artificial Intelligence (AI) vs. human material for months. Some may say it’s a tired topic now, but man, oh man, it’s only getting more interesting! A couple of weeks ago, Google gave AI-generated content another thumbs up by saying it is okay as long as it is made to help people. But you can’t get away with making content that manipulates the search results on Google.
This makes me wonder how to tell the difference between AI content that is useful and content that is meant to trick people. So, the “Who, How, and Why” questions come into play. Google changed the “people-first” section of its material to include a new subsection with these questions (Who, How, and Why) to give more help.
This new section says that using these questions to evaluate material could be a game-changer and a sure-fire way to get rewarded by Google’s systems.
Who opened the door? Who?!
People can only understand the E-E-A-T of material (Experience, Expertise, Authority, and Trust) if they know who made it. This is what we mean by the “who” question. When you say who made the material, it makes it more reliable and useful. And that’s why it’s best to add correct authorship information, like bylines, to content where readers might expect it.
How Content Is Made
If people know how the content was made, it not only helps them understand it better, but it also helps them trust it more. For example, readers are more likely to believe product reviews that show how many things were tested, what the results were, and how the testing was done.
In the same way, telling people what steps were taken to make AI-generated material can help them understand what an amazing and helpful role automation plays. So, it’s best to let people know how automatic content creation works, so if they wonder, “How was this made?” they can find out.
The Big Why of Existence
Why is the material being made in the first place? This may be the most important question of the three.
There we talk about what the point is. We say that it was made to help people there. It helps people if they go straight to our website. To explain why it exists, you have to be in line with the E.E.A.T., which is what Google’s processes try to reward.
On the other hand, if the point of making content is to attract search visitors, it’s a clear violation of Google’s spam policies, which can hurt a website’s ranking or, worse, lead to the removal of content altogether.
Google doesn’t care if the content is made by machines or by people. What it wants is material that really helps people. Manipulative content won’t work. Google will eventually find it and take action, which could be anything from a drop in rankings to removing the content entirely.
Even though they don’t need to know “who, how, and why” to rank content, we think it’s often helpful to include that kind of information.