Industry experts forecast that by 2026, up to 90% of online content could be synthetically generated. This suggests that a substantial portion of the content available on the internet, including articles, videos, images, and other media, may be created using AI. Personally, I want to leverage the benefits of AI without contributing to an internet flooded with generic material lacking depth, creativity or genuine insight. But, when creating large amounts of data at scale is so easy and proves a reliable source for clicks and potential sales, others may not see it this way and so, Google is stepping in.
The focus for Google will be on tackling low-quality, unoriginal content that aims to manipulate search rankings rather than genuinely helping users. This crackdown is set to begin in March 2024, with the goal of reducing spammy and unoriginal search outcomes by 40%. Google will target both AI-driven SEO content and low-quality contributions from reputable websites. They will also focus on combating websites that churn out large quantities of low-quality material solely for clicks. It will be interesting to see how they go about doing this considering the difficulty associated with distinguishing between automated spam and genuinely helpful material.
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To avoid being penalised and stand out in search results, it's crucial to focus on creating unique, quality content that genuinely serves users. AI can create stunning images and well written content on almost any subject, but relies on remixing existing information. Human creators bring lived experience, unique perspectives and emotions to the table. Google advises publishers to create content that prioritises audience needs and demonstrates expertise, credibility, and trustworthiness, encapsulated in the E-A-T acronym. Striking a balance between AI as a tool with human creativity behind it, is essential to maintaining originality and producing content that is both valuable and authentic.
Also, remember that with seismic changes happening in AI, Google may no longer be the dominant search engine going forward. Large language models will become more prominent for online search. The focus of these models includes answering questions, use of natural language and personalisation. Creating content to facilitate these changes will be paramount to staying ahead of the game.
I, for one, am curious to see how things will change going forward. I hope we are able to maintain a human based internet experience. I will be keeping my eye on Google's efforts against AI-generated content and the future of navigation in the digital landscape.
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