Since 2022 the SEO argument about “AI vs. Human” debate has been intensifying. A significant milestone in that ongoing battle was the “Helpful Content Update” launched by Google. The objective of that update was to counter the overwhelming presence of SEO-focused websites by, instead, prioritizing website content with a focus on human value. Google aimed to combat the abundance of meaningless content cluttering the internet and frustrating users, who want genuinely valuable information. Accordingly, the company’s aim is to offer a high-quality user experience and accessible resources.
In March 2023, Google introduced its initial core algorithm update for the year, with a focus on evaluating overall content quality, fostering more useful quality content. During the Google I/O developer conference in May 2023, Google unveiled an update to the Helpful Content Update. This update aimed to incorporate personal and experiential perspectives, thereby giving higher importance to experience and relevance in search engine results and rankings. These SEO changes introduced by Google aimed to promote the creation of “people-first content,” enhancing the internet user experience and urging designers to prioritize Google’s E-E-A-T guidelines (Experience, Expertise, Authoritativeness, and Trustworthiness).
One ongoing subject of SEO debate revolves around the use of AI-generated content. Google emphasized its position in February 2023, underscoring the significance of high-quality content, irrespective of whether it is produced by humans or machines. Although AI is regarded as a tool that can amplify expression and creativity, Google discourages its sole use for manipulating search rankings. Google has consistently emphasized the integrity and trustworthiness of high-quality content. When creating content, it is vital to express your intentions clearly and provide original and valuable information that offers a satisfying experience. Generic content created solely for SEO purposes is easily recognized by Google’s search algorithm.
In 2023, user experience emerged as a pivotal theme in the SEO industry. Google proposes three key questions during website development: Firstly, who authored the content, and is the author easily identifiable? Secondly, how was the content generated, and did it involve AI or automation? Finally, why was the content created, and how does it benefit or assist visitors? Google’s revised ranking systems aim to promote content that demonstrates expertise, experience, authoritativeness, and trustworthiness. Google highlighted the importance of experience in this equation and emphasized the value visitors attach to information validity. Websites that establish the author’s relevant experience and knowledge tend to build trust and provide a superior user experience.
Throughout the evolution of Google’s search algorithm, the importance of user experience persists as a constant. Regardless of whether AI technology is integrated into the creative process, the path to long-term success lies in delivering content of high quality, intention, and demonstrated expertise.
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