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| AI machine writing with a computer |
In this article, I want to share with you what Google has to say about E.E.A.T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. E.E.A.T is Google's way of using various factors to decide which content is really good and should show up higher in search results.
As an SEO specialist, part of my job is to dig deep into topics like this. I've done thorough research so I can help you understand how to use the power of AI to create content for your business, send emails to your customers, and more.
You've probably noticed that AI is a big deal these days. It's being used by marketers and business owners to write content, create emails, and even review products. AI is super fast, it doesn't make grammar mistakes, and sometimes it's accurate. You might have heard about AI that can write a whole page of text in just a blink. Cool, right? Examples of these powerful AI machines include Chat GPT and Google Bard. I'm guessing you've heard of them?
But here's the thing: while AI can do amazing stuff in a short time, it has a downside too. Sometimes, search engines can see AI-made content as unhelpful or spam. But don't worry, not all AI is bad. It's only a problem when people use AI to cheat the system and try to make their stuff appear higher in search results.
Google wants us to know that not everything AI does is spam. They said, "It's important to recognize that not all use of automation, including AI generation, is spam."
Google is okay with people using AI to do research, fix grammar mistakes, or even rewrite parts of their content. But they do have some advice for us about using AI wisely.
So, I've done the research and I'm here to share what Google thinks about AI and how you can use it the right way. Let's dive in!
As per Google Search Central's guidance on "Creating valuable, dependable, user-centric content," they highlight four crucial dimensions for content creators and bloggers to emphasize: experience, expertise, authoritativeness, and trustworthiness. Content generated using AI or automation systems could potentially fall short in these areas. Let's delve into why through the following points.
AI may have limited or no "experience" in certain subjects.
Have you ever wondered how AI is used to research various subjects? Well, these AI machines rely on the knowledge they've been taught. They don't possess real-life experiences on their own unless they're trained by skilled individuals. Yet, even with such training, there's a possibility that they might provide inaccurate or outdated information. Unlike humans, who can recall what they've observed or heard and provide evidence, AI might struggle in this aspect. Let's take doctors as an example. A human doctor can consider all the subtle signs and your medical history, while AI might merely analyze numbers and make educated guesses. This could potentially result in errors when diagnosing health issues.
Oftentimes, people seek a deeper understanding of the content's creator. Knowing how a piece of content was crafted can be quite insightful for readers.
AI Expertise is Limits in Comparison to Human Understanding
AI can exhibit expertise in specific subjects to some extent. It relies on the data and training it has received to perform tasks and provide information about those subjects. However, this expertise is different from the human understanding of a subject. While AI can process and analyze large amounts of data quickly, it lacks the deep contextual understanding, intuition, and nuanced interpretation that humans possess. AI's expertise is limited to patterns and information it has learned, whereas human expertise often involves a broader and more holistic understanding of a subject based on experience, critical thinking, and contextual awareness.
AI-generated content may lack authoritative
Yes, that statement is accurate. Humans often convey authority in their speech by using words and phrases that indicate personal experience and knowledge. When people talk about subjects they have learned and observed firsthand, they tend to use first-person pronouns such as "I," "we," and "us." These pronouns establish a sense of ownership and expertise, demonstrating that they are speaking from a position of understanding and authority.
In contrast, AI-generated content may lack this sense of ownership and personal experience. AI language models like the one you are communicating with often rely on data and patterns from various sources to generate text. While they can produce coherent and informative content, they may not possess the same level of individual perspective or firsthand knowledge that humans naturally convey.
This distinction becomes evident when comparing content created by humans and AI. Human-generated content often reflects unique viewpoints, personal anecdotes, and subjective insights, all of which contribute to a sense of authority and authenticity. AI-generated content, while informative and accurate, may lack the personal touch and depth of human expression.
If you were to compare content written by humans and AI, you might observe that human-generated content tends to carry a stronger sense of personal connection, while AI-generated content may come across as more objective and factual, yet potentially lacking the nuanced perspective that human experiences bring.
AI-generated content might lack trust
AI-generated content might lack a certain level of inherent trustworthiness, especially when compared to content created by humans. This is because AI-generated content is produced based on patterns and data it has learned, rather than personal understanding, experience, or expertise. As a result, it may not always have the same depth, context, or nuanced perspective that human-generated content can offer.
Ensuring your content is reliable is akin to adhering to Google's T principle, which emphasizes Trustworthiness. Consider this as constructing a solid foundation for your content.
Picture yourself reading a scientific article. When scientists elaborate on their research process, data collection, and result verification, it showcases their expertise and authority. This mirrors the "Authoritativeness" component of the principle, akin to saying, "We are knowledgeable in this domain!"
It's important to note that AI might not be capable of performing all these tasks. Thus, adhering to these guidelines becomes vital if you seek well-performing content in searches.
If you heavily rely on computer assistance, particularly AI, you can take these steps:
- Clearly indicate if computers or AI were involved in content creation.
- Elaborate on how these computer tools contributed to content development.
- Provide reasons for selecting computers or AI to enhance content quality.
By following these practices, you enhance the reliability of your content. It's like revealing the backstage efforts to instill confidence in readers regarding accuracy and dependability
Let me know what you have in mind.