SEO changes all the time, but we’ve seen a particularly big change in the industry when AI tools became popular. But, whilst it is a great timesaver for many business owners, there are downsides. So, let’s answer the most important question first – will Google detect, and rank, AI content?
Yes, Google can absolutely detect AI-generated content. But, in recent guideline updates, Google has made it clear that it does not care if the content is AI-generated, as long as it is helpful to users, original, demonstrates a high level of expertise, and most importantly, is not used to manipulate rankings.
Read on to learn more about automating your content with AI, how to avoid getting penalised by Google when using AI, and how AI will reshape how we do SEO in the future.
It depends! Google will reward high-quality content, however it is produced, as long as the content demonstrates E-E-A-T. This stands for experience, expertise, authoritativeness and trustworthiness. AI, however, usually doesn’t produce great E-E-A-T content all by itself – it needs a human touch.
You must fact-check and add your own stamp of expertise on the content that has been generated by an AI tool if you want it to rank well on Google. This includes:
You need to also focus on gaining high-quality backlinks and ensuring that your technical SEO is up to scratch to maximise your chances of ranking well. If you’d like to find out more about how Google chooses to rank pages, you may enjoy one of our recent articles: What are the Google Ranking Factors?
Not necessarily. AI-generated content considered low-quality, spammy, or created solely to manipulate search rankings won’t be penalised by Google, but it simply won’t rank. However, because AI essentially regurgitates information that is already on the web, there is the risk that Google may see your content as a duplicate of someone else’s, which could result in a Google penalty if Google decides you are doing it to manipulate rankings.
This is why it is so important to edit the content that has been created with the help of AI. Humanise the content by adding personal opinion, editing it for readability, adding ‘golden nuggets’ of information, and fact-checking any stats, statistics, or other information in the AI-generated content.
Google won’t rank content entirely written by AI, as it doesn’t demonstrate E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness). So, to help demonstrate your expertise whilst using AI, you should instead use the tool as a research assistant, rather than as a writer. Here’s a content writing process you could follow, with the help of AI to speed things along:
To learn more about using AI to speed up your content process, why not read one of our helpful articles: Will AI Content Help My Website?
AI won’t replace SEO per se, but it will reshape how ‘SEO’ looks over the next few years. But, don’t let this scare you just yet. You must remember that ‘SEO’ as a marketing tactic or job role looked so different 2, 5, or even 10 years ago (remember the days of keyword stuffing and link farms?!).
Today, SEO is more about understanding user intent, creating valuable content, and ensuring a positive user experience. With the massive increase in AI tools, these elements are becoming even more crucial.
So, whilst we won’t spend much of our time on repetitive tasks, such as keyword research, or optimising H1s and title tags, it’s likely that SEO experts will instead spend their time on tasks that require creative and unique human thinking, such as:
If you’re not quite sure where to start when it comes to creating content that Google will love for years to come, talk to the experts at Wildcat Digital. We’re the first to know about the latest algorithm updates, so we can adapt your strategy to maintain SEO success.
Get in touch today to arrange a free consultation and see how we can help you punch above your weight online. Alternatively, explore our Knowledge Base pages for more answers to your SEO questions.
SEO Account Manager
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Team Lead & Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
SEO Executive
Reiss joined the Wildcat Digital team in July 2025, with a background in journalism and digital content, Reiss brings both creativity and technical know-how to the team.
After graduating with a Journalism Studies BA from the University of Sheffield, where he also served as Games Editor and Deputy Editor for the student-run newspaper – Reiss jumped straight into the world of climate tech communications.
Outside of work, Reiss loves crochet, swimming, playing guitar, and diving into both video and board games. He’s always up for picking up new skills and trying new things – which makes him a perfect fit for our team!
Content & Proposal Writer
Liv joined the WildcatDigital Team in June 2025, with a strong background in financial admin and client care, Olivia is taking an exciting step into the creative world – and we’re so glad she’s doing it with us!
She’s currently studying content creation through her apprenticeship with Wildcat, and already bringing fresh energy and creativity to the team.
Outside of work, Olivia runs her own BIAB nail business, loves reformer Pilates, long walks, and is a member of a competitive dance team.
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