How does AI-generated content impact Google rankings?

AI-generated content can impact Google rankings both positively and negatively, depending on how it is created and used.

Positive Impact on Rankings:
Efficiency & Scalability – AI helps produce high-quality content faster, allowing websites to scale their content strategy.
Improved SEO Optimization – AI tools can optimize content for keywords, readability, and structure, improving search rankings.
Personalization – AI can generate content tailored to specific audiences, increasing engagement and dwell time.
Content Refresh & Repurposing – AI can update old content to keep it relevant, improving rankings over time.
Negative Impact on Rankings:
Low-Quality or Generic Content – If AI-generated content lacks depth, originality, or value, Google may devalue it.
Duplicate or Spammy Content – Google’s algorithms can detect and penalize mass-generated or duplicate AI content.
Lack of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) – AI content without human expertise or credibility may not rank well.
Over-Optimization & Keyword Stuffing – AI-generated content that unnaturally repeats keywords can trigger Google penalties.
Best Practices for AI Content & SEO:
✅ Human Editing & Review – Always refine AI content to ensure accuracy, depth, and originality.
✅ Maintain E-E-A-T Standards – Add expert insights, references, and credibility signals.
✅ Focus on User Intent – Ensure the content is useful, engaging, and solves user problems.
✅ Avoid AI-Only Content – Use AI as an assistant, not as the sole content creator.