Catch 22: Content Writing in the World of Google’s E-E-A-T & AI

The year is 2018. Google unveils its Search Quality Raters Guidelines, a pivotal moment where Google places a higher value on expertise and authoritativeness in content creation. This SEO shift aimed to deliver high-quality content to searchers, rewarding creators who prioritized valuable information. Engaging, human-generated content began to reign supreme, with Google acknowledging the knowledge and expertise it brought to the table.

But then AI entered the chat.

In this new landscape, how can AI-generated content compete with the human touch? Can trust be established when AI is involved in the process?

What is Google’s E-E-A-T?

Let's break down Google's E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google created this acronym to help marketers understand what they are looking for when ranking content. They have explicitly told us that content with E-E-A-T would rank higher.

Here are some proven methods to achieve high E-E-A-T:

  • Share your experience. Real-life accounts are invaluable.
  • Connect your content to a real, experienced human. Author pages with bios showcasing their experience are key.
  • Focus on originality. Google values fresh content, not rehashed material.
  • Dive deep into topics. Demonstrate subject matter authority by providing in-depth analysis.

For more E-E-A-T best practices, Search Engine Journal’s Google E-E-A-T: What Is It & How To Demonstrate It For SEO is a great resource.

Why Small Marketing Teams Embrace AI Content Writing

For large companies with dedicated content writers or Subject Matter Experts (SMEs), consistent content creation is more manageable. However, for small businesses with limited marketing resources, regular content creation can feel out of reach.

AI content writing entered the scene as a game-changer for these smaller teams. What might take a writer hours can be accomplished by AI in minutes. But with Google's E-E-A-T in mind, does this mean AI tools are off the table for marketers trying to stay competitive in search rankings?

Human vs. AI Content: Finding the Balance

While Google hasn't explicitly penalized AI-generated content, it's always best to prepare for potential changes. Here are some ways to navigate this evolving landscape:

Understanding the Limitations of AI Content

Out-of-date Information:  Launched in 2023, Google's AI platform, Gemini (an upgrade from Bard), relies on a vast dataset of information. However, this information might not always be up-to-date or accurate. Content built on outdated info undermines trust, so fact-checking is crucial.

The Prompt is Key:  Crafting effective prompts for AI tools like Gemini is crucial. Humans need to input clear queries to get the desired response. It's then up to the human to transform this response into engaging content, adding their own flair and expertise.

AI as a Co-Pilot:  AI tools offer more than just blog writing. They can create meta descriptions, suggest content topics, and identify relevant keywords. Remember, AI is a valuable marketing tool, but it shouldn't replace human creativity entirely.

An SEO E-E-A-T Experiment with AI

Here's a little secret: this very blog post was created with the help of Google's Gemini! As a business owner, freelancer, and wearer-of-many-hats, dedicating hours to content creation can be a challenge. But as a marketer, I understand its importance.

How I Achieved E-E-A-T Balance

This entire blog clocked in at one hour and 17 minutes.

  1. Researching & Planning (30 minutes):  I began by researching trending topics, relevant keywords, and high-quality backlinks.
  2. Crafting a Detailed Outline (30 minutes):  A well-structured outline ensures a clear hierarchy, incorporates keywords strategically, includes factual data, and outlines the story I wanted to tell.
  3. Feeding the Machine (2 minutes):  With my outline complete, I uploaded it to Gemini along with a specific prompt outlining the desired tone, keywords, and length.
  4. Human Expertise Takes Over (15 minutes):  Once the AI-generated content was ready, I reviewed it for accuracy, adjusted phrasing, and added backlinks.

The result? An engaging blog that showcases my expertise, leverages authoritative backlinks, and offers a transparent look at the AI content creation process – all contributing to a strong E-E-A-T profile.

What’s Next for Marketers?

For the time being, it's safe to assume that Google doesn't penalize the use of AI to assist with content writing and SEO. As long as you prioritize human oversight and avoid simply copying and pasting AI-generated content, you're on the right track.

Give credit where credit is due. Attributing your writing, even if AI-assisted, to a human expert helps fulfill E-E-A-T requirements. If you don't have an in-house SME, consider collaborating with a freelance writer.

In conclusion, AI content writing can be a valuable tool for marketers, especially for small teams with limited resources. However, it's crucial to remember that AI cannot replace human expertise and creativity. By striking a balance and focusing on E-E-A-T principles, you can leverage AI to enhance your content creation process and achieve SEO success!

Need Help? Hire an SEO Expert.

If the content creation process still feels overwhelming, consider hiring an SEO expert. Here at BetterWeb, we have years of experience in search engine optimization, content creation, and developing winning content strategies. We can help you navigate the ever-evolving SEO landscape and craft content that not only ranks well but also resonates with your target audience.

Don't let content creation hold you back from achieving your SEO goals. Contact BetterWeb today for a free consultation!

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About the Author, Erin Barr:
With a rich background in marketing spanning over a decade, Erin thrives as a web strategist and project management expert, skillfully merging digital marketing and content strategy, with a keen focus on SEO and lead nurturing. Unapologetically enthusiastic, she never shies away from liberally using exclamation points! Beyond work, she's passionate about discovering new gems in the Cleveland area, orchestrating theme parties, and cherishing moments with her family and two beloved rescue dogs.


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