With tools like ChatGPT and Gemini becoming widely used, many business owners and content teams share the same concern:
“If we use AI to create content, will Google downgrade or penalize our website?”
The reassuring answer is no. Google does not apply automatic penalties simply because content is generated by AI. Search rankings are still determined by content quality, credibility, and how helpful the information is to users.
According to Google’s official statements and Search Quality Guidelines, the search engine does not judge content based on whether it was written by humans or AI. Google has clearly stated:
“We reward content that aligns with E-E-A-T and Helpful Content principles, regardless of how it is created.”
In practice, this means:
Low-quality human-written content can still be ranked lower
Well-structured, valuable AI-assisted content can rank successfully
Poor AI-generated content is treated the same as any low-value content
The deciding factor is value, not the tool used to create it.
Many websites assume AI content is penalized by default. In reality, ranking drops usually happen due to common quality issues rather than AI itself.
AI-generated articles often follow standard templates and provide surface-level information. Without local insights, real examples, or professional perspectives, the content may feel repetitive and lack originality.
For instance, an article about improving website user experience might only list generic tips like “improve loading speed” without addressing real challenges faced by local businesses or showing actual success stories. This signals low value to Google.
If AI content is published without localization, the language may sound overly formal, awkward, or inconsistent with local usage (especially in Malaysia’s Chinese or English contexts). Poor readability reduces user engagement and weakens ranking potential.
AI can generate factual inaccuracies, outdated information, or incorrect names and figures. Publishing content without human verification can harm credibility and trust.
AI lacks real-world experience. Without human involvement—such as author credentials, real photos, operational processes, or customer examples—the content lacks Experience, Expertise, Authority, and Trustworthiness.
Use AI to create the first draft, then enrich it with:
Local market insights
Industry experience
Real operational processes
Customer case studies or outcomes
For example, instead of listing generic website positioning tips, include common challenges Malaysian businesses face and how real brands solved them.
Always fact-check AI-generated content:
Confirm dates, figures, prices, and statistics
Ensure company names and organizations are accurate
Add reference links where appropriate
This significantly improves professional credibility.
Publishing fewer, well-researched articles is far more effective than releasing large amounts of generic content. Focus on:
Industry-specific search intent
Practical, solution-based guidance
Actionable steps users can apply immediately
Content that genuinely helps users performs better in both Google and AI search results.
Enhance trust by including:
Author profiles and professional background
Real photos of processes or results
Client case studies and testimonials
Credible data sources and references
While E-E-A-T is not a numerical score, it helps Google and AI systems better assess whether your content deserves visibility.
The real issue is not whether content is written by AI or humans — it’s whether the content is useful, accurate, original, and trustworthy.
When AI is used correctly, combined with human review, real experience, and strong E-E-A-T principles, AI-assisted content can perform just as well — or even better — than traditional content.
Used wisely, AI is a powerful tool — not a ranking risk.
Philippines