It’s crazy how quickly things change in the online world, especially when it comes to what Google loves or penalises.

One minute, they were giving the big thumbs down to AI-generated content, but now – well, it seems if they can’t beat it, they’ll join it.

With Google changing their stance on AI-generated content, it’s honestly made me question whether copywriting will remain a viable business for years to come.

For example, AI-generated content is acceptable unless you’ve used it for the primary purpose of manipulating search rankings, which violates spam policies.

But, according to Google’s Search Central blog, if you’ve used AI-generated content to produce original, high-quality, people-first content, it’s totally acceptable.

Google wants the content you produce to satisfy E-E-A-T

No matter how you create content, Google has a ranking system called E-E-A-T.


  • Expertise
  • Experience
  • Authoritativeness
  • Trustworthiness

In order to determine if your content meets these criteria, Google works with search quality raters who assess how content fulfils a search request and base the quality of the results against the expertise, authoritativeness and trustworthiness of the content.

So, in a nutshell, no matter how you’re producing content, you need to make sure that what you create will match the search intent, or your content won’t rank.

For example, if you’re using keywords for giraffe feeding, but when people click, and your content is all about elephant bathing, your content won’t be considered relevant and won’t rank (and worse – it’ll be spam).

So, what exactly is AI-generated content?

It’s precisely as it seems! It’s content produced by AI robot programs like ChatGPT.

And it’s honestly getting a lot better. You can ask ChatGPT to write you anything, and it now produces more than a lump of text.

A client of mine asked me to get her emailer started by using ChatGPT, which she’d then polish up. I was surprised when it not only knew to include bullet points and paragraphs but also included emojis!

It just goes to show you that as the world evolves, things like AI are also changing and (scarily) being able to mimic humans.

If you use AI to produce content, keep this in mind

As you’re probably aware, Google governs content ranking by a specific set of guidelines.

If you’re going to use AI-generated content, then you need to:

  • Focus on search intent (e.g. have your keywords and content match what people would search for)
  • Add a human touch (I’ll tell you a story about this soon!)
  • Enrich the text (stay tuned for more on this too)
  • Avoid spammy techniques that produce low-quality content (e.g. mass produced)

As an SEO copywriter, can you guess what I take from these guidelines?


Why human copywriters are still very much needed in a world of AI

As you’ve just seen, Google still wants to sense a human touch in content. That’s fantastic news for all the copywriters in the world.

What it means is people can still use AI-generated content but have a copywriter humanise it a bit more. And honestly, this will help the content you produce become of higher quality.

Let me tell you a story…

A client (not the same one mentioned earlier) employed an SEO person to help her with keywords for her product pages. They came up with keywords and produced copy for the product pages.

I’ve been writing her blogs for a couple of months now (which I love), and every time, she responds with no changes and loves the tone.

When I asked her what topic she’d like me to write about for this month, she responded by asking me if I could help with her product page descriptions instead. She explained what had been done and said, ‘It just doesn’t feel like me, and I don’t want to turn off clients’.

I took what had been written and ran it through my AI detector, which flagged 100% AI-generated content. No wonder it didn’t sound like her.

What was produced was ok to read and had the keywords included, but it hadn’t taken into consideration my client’s brand voice (her voice).

And that’s the point of difference between AI and human copywriting – nailing the brand’s tone of voice.  

How do you enrich AI-generated copywriting?

If you’re not skilled in copywriting and find it hard to write from scratch, by all means, get a start using AI content (if you must).

But once done, I strongly recommend that you:

  • Rewrite the copy to change the tone to reflect your brand’s tone of voice
  • Cross-check any information it’s produced as it’s drawn from multiple sources online, and they may not be factually accurate
  • Do a plagiarism check on the copy produced, as you don’t want to be penalised for having duplicated copy
  • Make sure what you’re producing is what your audience wants and not just content you’ve created merely for keyword rankings

The ultimate aim of producing any content, whether it be blogs or website content, is to make it high-quality and relevant to your audience.

The future of human copywriting…

I think I’m safe (for now!). My point of difference is that I am a trained (human) copywriter who’s been in this business since 2009.

I’ve changed my stance and don’t strongly dislike AI content now. But I’m not a fan.

I’m a big BELIEVER that AI copywriting can never replace the human element when it comes to producing high-quality, relevant and engaging content.


Because, right now, robots can’t replicate a brand tone of voice and don’t always nail emotive writing correctly (I find it’s often overdone with gushy words).

But given time, who knows what will happen?

Until then, I’ll keep working with my amazing clients and producing human copy that they love.

Do you need copy written by a trained human copywriter?

I love copywriting, and I love helping my clients produce human copy – blogs and websites are my jam. If you need help writing copy to market your business, I’d love for you to reach out.

Please send me an email, and let’s connect to chat about your copywriting needs (without sounding like robots!).

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