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Using AI for casino SEO: Does AI content rank?

June 16, 2023

With AI tools you can use for SEO emerging nowadays, creating valuable content has never been easier. In just a few taps, you can have a fully-written article thanks to the newest AI content technologies, like ChatGPT, Jasper and Jarvis. Using these AI solutions for SEO content can help streamline procedures, but the question is, can Google rank AI content? After all, your SEO efforts will turn into waste if they can't rank. 

Find the answer and know whether you should use AI tools for SEO here at QWERTYLABS. Let's go into the deeper points of ranking content that artificial intelligence produces.

What is AI-generated content?

The term ‘AI-generated content’ refers to written or visual works produced by software using machine learning techniques based on human inputs. Simply put, it’s any content created by a computer program. It can be anything from long-form articles to Facebook ad copywriting. Some tools even offer AI image generation. Any generative AI like ChatGPT can be used to create content through automation. AI-generated content includes 

NLG, or natural language generation, is another name for AI-generated content, which has existed since the 1960s. According to Automated Insights, NLG is a computer technique that automatically transforms data into text understandable to humans. It's only now that machine learning has improved to the point where you can chat with AI and instantly get good results.

Examples of AI-generated content

For this example, we used ChatGPT to write an SEO blog or article for us. But before doing that, we first requested an outline since this is traditionally the first step in writing content. The topic is ‘Can Google rank AI-generated content.’

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Not one to disappoint, ChatGPT provided us with an outline separated into sections with the information they should have. Now that we had an outline, we then asked ChatGPT to write a blog.

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It provided all the points in the outline, from the introduction to the conclusion. If you notice, the content created by ChatGPT lacks creativity and emotional touch. Its simple and repetitive sentence structures are dead giveaways of AI patterns. You’ll already see that an AI wrote this material.

In our ChatGPT series, we wanted to see if ChatGPT content can rank on Google and perform well. So after asking it to create a fully-functioning site called sportsbookbacklinks.com, we prompted ChatGPT to create a weekly blog titled ‘The most overlooked opportunities for sportsbook backlink building’. Check out how our test did and how the rest of our series went as we:

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Google and AI-generated content: What is Google’s stance on AI?

As the number one search engine in the world, Google values high-quality content over anything else in its crawling, indexing and ranking processes. That's why it has seen unhelpful AI-generated content as spam since it launched in 1998. 

In April 2022, Google reiterated its guideline that all AI-generated content is spam as it violates their Webmaster Guidelines. Later that year, OpenAi introduced ChatGPT and its upgraded GPT-4 version as automation with advanced human-like features you can interact with on a chat box, including content creation. However, Google has now changed its anti-AI content stance. One reason behind it is the recent announcement of Google Bard, Google’s own AI chatbot for searches, last March 21, 2023. It’s intended to work like ChatGPT, but instead of getting its information from a limited source, Bard will obtain its data straight from the internet. 

Google's updated guidelines for AI content generation and ranking

Google’s stance on AI-generated content changed on February 8, 2023—It no longer considers AI-generated content spam as long as it provides ‘helpful information’ and is ‘not used to manipulate search result rankings.’ According to Google, this aligns with their ‘focus on the quality of content, rather than how content is produced’ to deliver reliable, high-quality results. Thus, if AI helps individuals produce unique, helpful online material, its generated content will be accepted and rewarded. 

Quality and relevance

For Google to accept AI-generated content, it must be: 

  • valuable to visitors, 
  • satisfy user intent and user experience; and,
  • be mobile-friendly and adhere to page load speed requirements.

Website users must also disclose when and where they used AI to generate content.

User experience and engagement

Spam content, produced by AI or not, negatively affects user experience and engagement. That’s why Google’s SpamBrain algorithm will still identify spam regardless of how it’s produced. AI content utilised as spam will be recognised and punished. 

Impact of AI-generated content on Google's search algorithm

Google has a long-standing strategy of recognising excellent content, regardless of whether humans or AI created it. It claims that content produced by AI would not instantly rank higher or lower on Google search result pages. Instead, Google's search algorithm will assess AI-generated web page content based on criteria like relevancy, usefulness and quality, much like human-generated content. Through the ranking techniques and helpful content system it introduced last year, Google emphasises recognising high-quality content.

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Can Google detect AI-written content?

Forget it if you think you can get AI content past Google. It has expertise in identifying AI-written content, including ChatGPT and Jarvis. It uses natural language processing (NLP) technology to look for writing patterns and irregularities. Moreover, Google looks for subject expertise in content and here’s where AI falls behind. Their lack of first-hand experience with the subject matter will always show.

How does Google detect AI content?

Google's algorithms have pattern recognition abilities that analyse the text structure, grammar, and syntax in content. If it detects inconsistencies and patterns, it's flagged as AI-generated content. To know if the content is AI-generated or produced by a human, it looks for content produced using stochastic models, sequences, and techniques like Markov chains and web scraping. Moreover, Google can determine your writing style and text structure. It will recognise the content as AI-generated if:

  • It is repetitive and contains similar terms and fluff
  • The grammar and syntax are correct but lack the organic diversity and complexity present in the human-written text
  • It lacks the context and nuance seen in writing produced by a human.

What are the factors affecting the ranking of AI-generated content?

The same criteria used in ranking standard content also apply to AI-generated content. The quality of the text, the number of backlinks going to it, the authority of the website and the relevance of the writing to the user's search query are just a few of the hundreds of ranking factors that Google's algorithm examines. Learn more about these ranking factors affecting AI content below.

Content quality and relevance

Google prioritises the content's quality rather than the process used to create it. AI content should offer the user real value for it to rank higher. Focus on value rather than word count because quality content will always outweigh quantity.

User engagement signals

The degree of user engagement with AI-generated content will ultimately decide its success. Users spending time on the page, spreading the content and interacting with it in other ways indicate that the content resonates with them and gives value. Google will likely rank your AI content higher if it checks all these boxes.

Backlinks and domain authority

One of the most powerful ranking factors in Google's search algorithm is link building or getting backlinks. The more backlinks from domains with high domain authority point to your website, the higher your chances of ranking for your desired keywords. Thus, a modified AI-generated blog can rank highly if your site has high domain authority and a good backlink profile.

Trustworthiness and credibility of AI-generated content

Text credibility is a criterion Google looks at when deciding how to rank a piece of content. You should therefore edit your AI content and fact-check, revise and simplify it before publishing. This personal touch gives the content worth and authenticity, which appeals to consumers and search engines.

Competition from human-written content

Humans can write content tailored to the audience and the brand. They capture the business’ tone and the brand’s unique voice, creating original and creative content with nuance and depth. All these fit Google’s guidelines for content. Unfortunately, here’s where AI-generated content lacks, which makes ranking harder. That’s why editing AI text and adding a human perspective is vital when using AI content for SEO

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Why is detecting AI-generated content important?

Even though AI tools have human-like abilities, they can’t do everything, so you shouldn’t rely solely on them. They have limitations that, if overlooked, can negatively affect your reputation. The best reason why it is essential to detect AI-written content is it may generate incorrect info. Even ChatGPT warns people that the tool is not 100% accurate all the time. If you don’t check this and unknowingly publish inaccurate information, people may question the integrity of your site. 

Moreover, always check for plagiarism. AI tools usually take information from Google without rephrasing the text. If your site is caught plagiarising, you’ll violate copyright law and have a bad reputation. Ethics are essential in writing, so use AI tools responsibly.

Does AI content rank on Google?

Now, here’s the question everyone’s asking: Does Google rank AI content? The answer is yes. They’ve already made it clear in the Google AI content update that content made by AI has the potential to rank on Google search engines, granted that they’re of quality value and topical relevance.

Google is committed to providing high-quality and reliable results to its audience. So as long as AI content meets Google’s ranking standards, E-E-A-T, it can rank on its SERP. However, AI tools can’t meet Google’s E-E-A-T standards independently. That’s why you must modify the content, as human authors can bring authority, experience and trust to the target market. 

Google’s E-E-A-T criteria: Does AI-generated content fit?

Since Google's founding in 1998, its search results have been ranked according to the website that best responds to inquiries. And to determine which site gives the best answer to search queries, Google employs the E-E-A-T criteria, which stands for:

  • Experience
  • Expertise
  • Authority
  • Trustworthy.

Google urges content creators to create helpful, reliable, high-quality, people-first content that exhibits expertise, experience, authoritativeness, and trustworthiness (E-E-A-T). Learning E-E-A-T is the best practice to rank higher in SERP. However, AI-generated content doesn’t have expert opinions on any field. It already falls behind on expertise and experience alone. That’s why it needs human intervention to adhere to the E-E-A-T requirements. Only when a human touch is added can Google possibly include it in Google search ranks.

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Pros and cons of using AI tools for SEO: Is it worth it?

Pros of using AI tools

AI tools can create articles in less than a minute. Its speed and responsiveness alone make it a reliable game-changer in the SEO industry. Just add personalisation to any AI-generated article, and you'll have a blog ready for editing and publishing. All this improves efficiency, giving way to more vital tasks like creating a casino marketing strategy and doing on-page SEO audits

These are just a few ways AI benefits SEO; it's still in its early stages. Artificial intelligence blog writing still has the potential to improve processes even more and make room for new niches.

Cons of using AI tools

Despite the improvements and benefits of AI tools, it still has limitations, mainly in ethical concern. There are instances where AI produces plagiarised content or does an article spinning. Moreover, they can produce low-quality content with factual errors since they only rely on information online. And if not edited properly, it can be flagged as spamming content which Google removes.

Bottomline: Should you consider AI blog writing for your casino content?

If you want to save research time, the implementation of AI to write blog posts can be handy. This is one of the best ways to optimise ChatGPT SEO in your casino strategy. You can allocate the saved time to editing and checking the quality of the content. But if you use AI, ensure to evaluate the entire content. As a writer, add human touch by including emotional appeal and creativity to reach your target audience. 

Why choose QWERTYLABS for your casino content

Despite their astonishing capabilities, AI tools like ChatGPT and other AI algorithms have risks and limitations. They can only assist you in certain situations. That’s why the best course of action to get results is still to work with an SEO expert in the industry. 

Having SEO specialists work on your campaign will give you a competitive edge. It benefits not just your profits but also your customers. We can help you with marketing and market research for your casino. Trust our business to optimise your campaign and offer the best suggestions, rules and regulations to achieve the best results. To know more about the latest SEO trends and how we can help you realise your goals, contact us or check out our services at QWERTYLABS.


Does Google allow AI-written articles?

Google allows AI-written articles, but using it to manipulate rankings in SERPs violates spam policies.

Can Google detect AI-written content?

Yes, Google can detect AI-generated content by using machine learning algorithms. It looks at signals, such as grammar, syntax and text structure.

How to check if the content is written by AI?

You can use apps and programs to check if an AI wrote the content. GPT-4 by OpenAI has an AI content detector for free.

How does Google rank content?

Google's algorithms examine whether material is relevant to a query in various ways. They also evaluate whether search results are suitable for inquiries using aggregated and anonymous interaction data. Google turns that data into signals to improve the relevance estimation of our machine-learning systems.

Can AI-generated content rank on Google?

Yes, it can. Google ranking AI content is possible. Content made by AI can rank on Google’s SERP as long as it meets the E-E-A-T guidelines and is relevant and high-quality.

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