Do AI-Generated Content Really Negatively Impact SEO?

After years working with SEO and digital marketing, we’ve never seen such a dramatic shift in the landscape as with the arrival of Artificial Intelligence and AI-generated content. And let me tell you something: it’s not all roses as many people might think

Alarming Results from Detection Tests

Recently, we conducted a series of tests that left me, at the very least, concerned. We used three of the leading AI detection tools on the market to analyse different types of content, and the results were revealing. Even texts that appeared “natural” were being flagged as artificial.

The Real Impact on the Numbers

But why does this matter? Well, numbers don’t lie. We’ve been tracking cases of websites that fully embraced mass AI content production, and the results were devastating. Imagine this: one site lost 2.7 million monthly visits after adopting this strategy. That’s not just any number – it’s the kind of drop that could sink a business.

Google’s Stance vs. Practical Reality

Google has been diplomatic about the issue, stating that it “does not automatically penalise AI-generated content”. But let’s be honest – in practice, the reality is quite different. The latest algorithm update in March 2024 was particularly harsh on sites that overused AI, with some losing up to 64% of their organic traffic.

Comparative Analysis of AI Detection Tools

My practical tests with AI detection tools revealed something interesting.

The same text was analysed by:

• Neural Writer – 70% chance of being human
• Detecting-AI – 23.7% chance of being AI
• Undetectable AI – detected as AI-generated content

This discrepancy reveals something crucial: AI detection tools are still learning how to handle this.

100% Human-Written Text:

It is clear that despite the text being written by a human, the tool still identified it as possible AI-generated content.

100% AI-Generated Text:

Here, we simply created the prompt and asked ChatGPT to generate the content, and this was the result. How come only a 23% chance of being AI-generated?
As we mentioned earlier: “AI detection tools are still learning how to handle this.” However, we noticed a pattern: when content is well-structured, containing bullet points, heading tags, and highlighting semantic terms, these aspects automatically make it a candidate for AI-generated content.

However, as SEO professionals working with content marketing, proper content structuring is necessary for readability, logical connection between topics, and other factors. The question is: Is Google acting like the tools mentioned above? That remains an open question.

Why Is AI-Generated Content Being Penalised?

Main Reasons:

• Generic content that adds no real value
• Outdated or inaccurate information
• Lack of depth and expertise – or better put, a lack of EEAT
• Absence of personality and connection with the reader

Proven Strategies for Responsible AI Use

• Based on our experience and the data we have gathered, here’s what actually works:
• Use AI as a support tool, not as a substitute for human thinking
• Always review and edit AI-generated content
• Add your personal experience and unique insights
• Maintain a rigorous fact-checking process
• Prioritise quality over quantity

The Transition Period and Its Challenges

The truth is, we are in a transition period. The websites that have suffered significant drops are our canaries in the coal mine – they show us what not to do. Google’s update in March 2024 was no accident; it was a clear warning about the future of SEO.

Numbers That Cannot Be Ignored

To put things into context, let’s look at some concrete numbers:

• Sites heavily reliant on AI-generated content saw organic traffic drop between 18% and 64%.
• These are not hypothetical numbers – they are real outcomes from real businesses that placed all their bets on AI.

The Future of SEO and AI

As an SEO professional, I see this as a decisive moment. AI is not going away, but we need to be smarter about how we use it. It’s like having an extremely efficient assistant – but one that requires constant supervision.

Balance Is the Key

The final message is clear: AI is a powerful tool, but it is not a magic wand for SEO. Success still depends on the same basic principle that has always guided digital marketing: creating real value for real people.

And what about you? How are you using AI-generated content? Have you stopped to assess the impact it might be having on your SEO? It’s worth reflecting on – before your site becomes just another statistic in Google’s next updates.