May 29, 2024

Can Google Detect AI-Generated Content?

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.

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Will Google Rank AI Content?

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?

Does Google Penalise Websites For AI Content?

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. 

How To Use AI To Create SEO-Friendly 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:

  1. Use AI to generate topic ideas and conduct keyword research, you then select which keywords to target.
  2. Ask AI to create an SEO-optimised page structure based on your target keywords.
  3. You fill in the blanks, writing most, if not all, of the content.
  4. Feed the content back to your AI tool; ask it to review the clarity, coherence, and grammatical accuracy of your content.
  5. Give the content one final proofread yourself to check it makes sense from a user perspective.
  6. Finally, use AI to help you write your title tag and meta description before uploading your content.

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?

The Future of Google: Will SEO Be Replaced By AI?

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:

Develop an SEO Strategy That Stands the Test Of Time With Wildcat Digital

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.

Post by

Jasmine Savery

SEO Team Leader

Will Hitchmough


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.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

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.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

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.

Libby Oldale

Senior PPC Account Manager

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.

Jasmine Savery

SEO Team Leader

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 Team Leader. 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.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

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. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

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.

Jamie Stowe

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.

Andy Blanchard

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.

Siena Russell

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.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

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.

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