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Does Using AI Negatively
Affect Your SEO Score?



Stephen Bond

The rise of generative AI is having a huge effect on SEO, but will using it hurt your ranking?

Generative AI tools are having a huge impact on SEO, but as Google’s algorithms attempt to come to terms with these tools being used, there are many contrasting opinions on whether AI will affect the overall SEO performance of any given site.

First, we need to establish what Google’s algorithms value most highly when it comes to SEO content.


  • Targeted Keywords

  • User Intent

  • Content Depth

Clarity and Readability:

  • Organized Structure

  • Engaging Writing Style

  • Visual Appeal

Expertise and Trustworthiness:

  • Credible Sources

  • Author Expertise

  • Authenticity and Transparency

Originality and Value:

  • Original Content Creation

  • Unique Insights

  • Providing Solutions

Some SEO experts have suggested that ‘helpfulness’ and ‘uniqueness’ are other criteria that are important for achieving good SEO performance in 2024.

Why might AI affect your SEO score?

  1. Keyword Saturation: Overuse of certain keywords or phrases can have a negative effect on your SEO score. Google now blacklists sites with too much keyword density as it recognises the site is trying to take advantage of keywords instead of providing sincere content.

  2. Unoriginal Content: Google values original content, and the likes of ChatGPT and Bard do not yet have the ability to produce fully original content. The content they create has been pulled from other sources that are already published online. Google can recognise this and lower the site's SEO score accordingly.

  3. Risk of Plagiarism: Due to these generative AI tools pulling its content from other sources, it risks providing copyrighted or plagiarized content. This could cause your site's SEO score to plummet.

  4. Unnatural & Robotic: There have been claims by SEO experts that Google's algorithms can recognise the unnatural and robotic rhythm that AI uses when creating content.

  5. Relevance: AI content has a tendency to lack specificity, as it does not have all the situational information a person might have. Google ranks specificity and detail highly. The more definite, particular and specific your content is, the better it is likely to perform. AI can’t give you this specificity.

Affiliate Flash’s Take:

At this stage, Google has not yet confirmed or denied any reports about the effects of AI content on SEO score. All we have to go on is what we already know about the algorithms used by Google and the opinions of industry experts.

What everyone agrees on is that although AI is a very useful tool for SEO, it is not enough to rely solely on these tools. Until the playing field becomes more clear, the approach most recommend is to use it as a tool for success, rather than the answer.

Human input is still very much needed at this stage if you want your SEO content to perform well. For example, we gave a rundown of how to use ChatGPT or Bard to help you identify amazing keywords for your site or page.

Unfortunately, ChatGPT can’t yet write amazing content for you that is guaranteed to get your site soaring up the SEO rankings, but it can do a lot of the heavy lifting for you. Identifying keywords, topics, research and creating content blueprints are ways in which AI can be incorporated into your workflow, but you're still going to have to write most of it yourself if you want it to perform well in SEO… for now.

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