Research shows content quality and human expertise remain key drivers of success.
As the tech world grapples with the implications of AI, a fresh study conducted by Flying Cat reveals that Google’s algorithms do not care whether creators use AI or not, and virtually no impact was found on performance (traffic, conversions and engagement).
Instead, it was a focus on originality, creativity and brand motions that affected results.
Google considers “using generative AI tools or other similar tools to generate many pages without adding value for users” spam that is penalized.
But does that mean we can’t take advantage of AI at all?
Despite the rapid proliferation of AI-generated content in the digital marketing landscape, the study found no correlation between the extent of AI usage and improvements in traffic, conversions, or engagement.
This research addresses the ongoing debate on whether content teams might be penalized for the use of AI in SEO and provides valuable insights for content teams and marketing leaders on what actions help improve results.
Key Findings:
- No impact on traffic: The study segmented respondents into four groups based on their AI usage. Regardless of AI usage levels, 67% of participants reported a slight or significant increase in traffic, while 19% reported no change, and 14% noted a decrease.
- Conversion rates unaffected: Conversion rates showed similar trends, with minor variations across different AI usage groups. The group using AI for subtasks like idea generation and keyword research reported the highest conversion rate increase (64%).
E-E-A-T and content quality: The study revealed that teams employing multiple E-E-A-T signals—Experience, Expertise, Authoritativeness, and Trustworthiness—saw better traffic outcomes.
72% of respondents who reported traffic increases used multiple E-E-A-T signals, while only 57% of those with traffic decreases did the same.
This demonstrates the importance of these signals in achieving successful SEO results. Interestingly, Digital PR is the most underused E-E-A-T signal with only 36% of respondents taking advantage of it.
This may be an area where content teams are missing out, considering that out of those who did use digital PR, 72% had a traffic increase and only 13% had a traffic decrease.
Strategic investment in content: Another key finding is that spending more time and resources on content production yields better results.
Teams that invested over $500 per piece of SEO content saw significantly better traffic outcomes compared to those who spent less.
High-quality, valuable content that adheres to Google’s standards is essential for avoiding penalties and achieving SEO success.
AI Impact on SEO Performance
The research concludes that while AI can enhance efficiency, it should complement rather than replace human creativity and expertise.
As Maeva Cifuentes aptly puts it, “AI can boost human creativity and efficiency, but the unique human touch remains crucial for creating truly engaging and effective content.”
Despite fears of Google penalties, the study confirms that Google cares more about content quality and originality than the tools used to create it.
Here are Some Free AI Content Generator Tools For Content Writers at Digital Media Story.
- Contact Information: Maeva Cifuentes
- +34 722 733 019
- maeva@flyingcatmarketing.com
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About Flying Cat: Flying Cat is a full-service SEO and content agency dedicated to helping clients accelerate organic growth and expand into new markets.
With a focus on integrating AI and human expertise, we deliver EEAT-rich content that drives results. Learn more at Flying Cat.