Does AI Content Rank in Google? It Depends

Does AI Content Rank in Google?

AI content can rank in Google. It can also perform just as well or even better than human-written content.

In fact, according to Semrush’s case study, 57% of 20,000 ranking URLs in the top 20 positions were generated with AI.

This means you can expect almost every other result in search engines to be generated by AI, at least on pages 1-2. 

Here’s a more detailed breakdown of human vs. AI articles in top positions:

While AI content can rank as well as human content, over 700 surveyed marketers were almost split on the way AI-generated content affected their traffic change:

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34% of the marketers didn’t see a significant change, while 39% saw a decent increase in organic traffic.

73% of 700 surveyed marketers, SEOs, and business owners use a combination of AI, human rewriting, and editing to produce content, which seems to be the success formula.

But how does Google feel about AI-generated content, and why is there a split in the increase/decrease of traffic after using AI-generated content?

Google’s Stance on AI Content

AI content isn’t against Google’s guidelines. 

In fact, Google explicitly says there’s nothing wrong with appropriately using AI or automation for content creation purposes. So, AI content won’t be banned from search results.

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However, Google does note that using AI specifically for the purpose of manipulating search engine rankings goes against their spam policies. Sites that use it in that way may be penalized or punished with lower rankings.

This means that Google primarily judges content based on its quality – not based on who or “what” authored it. 

If content is useful, helpful, relevant, or entertaining, it will rank regardless of how it was produced. Semrush’s case study seems to indicate this as well, as there’s almost no difference in the rankings between human aand AI content. 

Many Reddit users have success ranking AI-generated content but with proper editing and SEO.

When Does AI Content Not Rank in Google?

AI content doesn’t rank in Google when it’s low-quality, spam-like, doesn’t provide value, isn’t unique, or is created specifically to manipulate search engine rankings.

In other words, AI content can “fail” due to some of the following reasons:

• Lack of originality
• Keyword stuffing
• Lack of depth or real value
• Lack of expertise
• Lack of backlinks
• Low engagement
• Automated low-quality content generation

But, truth be told, rankings don’t perfectly correlate with content quality. 

Many other factors play a role in how well not just AI-generated, but any content ranks. 

Some of the main factors are backlinks, i.e., whether or not a page has backlinks pointing to it and, if so, how many and from which sites.

If a page has no backlinks, even the most original, valuable, and useful content may not rank. 

Of course, other ranking factors matter, too. For example, if your site or page takes ages to load, it won’t rank no matter how good the content is.

The bottom line is, AI content doesn’t rank for the same reasons human-written content sometimes doesn’t rank — and there’s a myriad of them, from backlinks and technical SEO to UX and social signals.

How to Get AI Content Ranked in Google

More and more brands will need to start using AI to stay competitive, at least in some capacity. But the most successful brands will be the ones who edit AI content, add human touch, and align it with best SEO practices. 

Here’s how you can do that for your own site and maximize your ROI.

Optimize for E-E-A-T

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It describes one of the main principles Google uses to evaluate content. 

It is important in all niches, but especially crucial for financial, legal, and health topics.

To give your AI content better chances of ranking, try to enrich it with information that helps you establish experience, expertise, authority, and credibility: 

• Show first-hand experience — consider sharing personal insights or original examples in your content
• Highlight author expertise — include detailed bios, credentials, and relevant experience
• Build trust — include clear contact info, disclaimers, and social proof
• Cite reliable sources like studies, official data, and authoritative sites
• Avoid misinformation by fact-checking and updating outdated content

Optimizing for E-E-A-T signals to Google that your content is valuable, accurate, and created by someone who knows what they’re talking about.

Build Backlinks

You can think of backlinks as the backbone of content and websites. They are one of the major ranking factors considered by Google.

Having high-quality backlinks means that other authoritative websites are linking to your site. This shows Google that others find your content useful and valuable enough to link to it.

This increases the authority of your website and helps your content rank better.

So, how do you build backlinks?

One strategy is creating link-worthy content and waiting for others to discover it and decide to link to it on their own. 

Of course, the disadvantage of this strategy is that it’s slow and completely unpredictable.

If you want to speed up the process and get more predictable results, you’ll need to employ some link building strategies – like:

• Guest posting
• Broken link building
• Getting links from business directories and listings
• Promoting content for natural backlinks

Building backlinks is crucial to improving a website's authority, but it’s a time-consuming, tedious, and sometimes costly process.

If you don’t know how to get started or just want the fastest results, we can help. We’ve helped businesses just like yours build 12k+ backlinks over the past decade. 

Contact us for free consultations, or order your backlinks now.

Include Internal and External Links

Linking to at least three other pages on your site within each piece of content helps distribute authority, improve user navigation, and boost your SEO performance.

To get the most out of internal linking:  

• maintain a clear, logical site structure  
• link only to relevant, related content  
• avoid generic anchor text like “click here”  
• use keyword-rich anchors that reflect the target page’s topic

In addition to internal links, include a few external links to trusted sources. 

This adds context, supports your points, and builds credibility—plus, it helps Google better understand your content.

When adding external links:  

• prioritize high-authority domains like .gov, .edu, or industry-specific sites  
• choose sources you’d ideally want backlinks from  
• set links to open in a new tab, so visitors stay on your site

Thoughtful linking, both internal and external, makes your content more useful and signals quality to search engines.

Adapt the Tone and Style

If you’re using AI to generate content, edit it before publishing to make it sound more natural, engaging, and authoritative.

As mentioned above, Google prioritizes content that provides real value to readers, so your tone should be clear, human-like, and suited to your audience.

Here are some tips you can use to adapt your content’s tone and style:

• Keep it conversational but professional
• Break up the text for better readability
• Add personality and/or brand voice
• Use active voice instead of passive voice

To ensure your AI content sounds human and offers value, work on including personal anecdotes, case studies, expert opinions or quotes, rhetorical questions, or examples.

Double-Check and Support Claims

AI is really good at writing impressive statements, but it’s best to take them with a grain of salt. Not everything AI generates is up-to-date, accurate, or supported by authoritative sources.

Google prioritizes credible and authoritative content, so double-checking information and backing up claims with reliable sources is a must.

We highly recommend that you:

• Verify statistics and key facts
• Use and rely on multiple sources when backing a claim
• Prioritize sources like official reports, research papers, industry publications, or expert opinions (but don’t overdo external linking)
• Include direct quotes and captions from professionals

If any part of your analysis is generated by AI rather than a human, be transparent about it within the content.

Also, avoid making exaggerated claims. Keeping statements realistic helps maintain credibility and builds trust with your audience.

Websites That Admit to Generating Content With AI

CNET was one of the first websites to use AI to publish fully AI-generated content in 2022, which raised questions about the accuracy and authenticity of their news.

While this was first noticed by a Twitter user, CNET was one of the first well-known websites to publish their views on AI and how they are using it to help their content production.

Bankrate is another well-known website publishing AI-generated content. 

They were transparent about it and, according to them, made sure the articles were edited and reviewed by humans.

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However, upon deeper research, we’ve noticed that Bankrate hasn’t been actively producing AI content since July 2024.

When it comes to ranking and traffic, we noticed a jump in ranking keywords since their first AI article in June 2022. 

Before Bankrate started publishing AI content, the site ranked for about 3M keywords. After generating AI content for a few months, they ranked for 4.2M keywords at their peak.

But Bankrate had great growth even before they started publishing AI content. 

So, it’s hard to tell if the positive growth shown below is due to AI or if it would’ve happened either way.

SEO.ai ran an experiment to see how little effort they could put into AI-generated content while still getting it to rank.

They used AI to produce content that was reasonably optimized for search engines but skipped key elements like internal linking, title optimization, and readability improvements.

Despite this, the content still ranked, landing in the 10th position on Google. Their case study shows that AI-generated content can perform in search results, especially when published on a high-authority website. Still, it’s unlikely to reach top positions without additional optimization.

Does AI Content Come With Risks?

Yes, AI content does come with risks, especially if it’s not properly reviewed, edited, or managed. If left unchecked, it can harm both your credibility and your website’s performance.

Here are the main risks to watch out for:

Google Penalties

As we saw, Google doesn’t penalize content just for being AI-generated. 

But it does penalize low-quality, spammy, or misleading content. And a lot of AI content can be like that, which means that blindly publishing it can very well lead to penalties.

To reduce this risk:

• rewrite and edit AI-generated sections
• add your own voice and perspective
• follow E-E-A-T principles (experience, expertise, authoritativeness, trustworthiness)
• avoid keyword stuffing and shallow content
• double-check any claims in the content

Properly edited AI content with a human touch is far more likely to meet Google’s quality standards and avoid penalties.

Losing Credibility

AI can produce outdated, inaccurate, or overly generic content. This type of content can damage your reputation and hurt your rankings.

To maintain credibility:

• fact-check all outputs, especially data and bold claims
• cite credible sources to support key points
• avoid publishing AI-generated predictions unless they’re backed by reliable evidence

For example, CNET published AI-generated content without proper fact-checking, which led to public backlash and a credibility downgrade by Wikipedia. It’s a clear reminder that publishing unchecked AI content can seriously damage your reputation.

Not Building Relationships With Your Audience

AI content often lacks personality. It can feel robotic, impersonal, and disconnected.

That’s why it may fail to help you build meaningful relationships with your audience. And, without that, it will be really hard for you to achieve any real business results. 

So, to make your content more personal and personable:

• rewrite sections with your brand voice and personal insights
• include anecdotes, stories, and real-world examples
• speak directly to the reader to create a sense of connection

The most successful brands don’t just share information. They build trust and engage their audience through authentic, relatable content.

Handled right, AI can be a powerful tool. But to avoid its risks, you need to stay involved, add your expertise, and put your audience first.

The Way Content is Created Doesn’t Matter. Its Quality Does

At the end of the day, it doesn’t matter if your content is written by a human, AI, or a mix of both. What matters is the quality, accuracy, and value it brings to your audience.

Instead of solely focusing on Google or how the content is produced, prioritize producing helpful, engaging, and well-researched content for your audience.

And, of course, keep in mind that quality content doesn’t always equate to good rankings. Many other factors, especially backlinks, influence your rankings in Google and other search engines. 

Need help building them? We can help.

Over the last decade, we’ve helped thousands of clients build 12k+ backlinks in high-quality publications. Book a meeting with our team or order backlinks for your site today.