Google promotes AI for SEO, raising questions in digital marketing community

Google Small Business (@GoogleSmallBiz) this week posted a message on social media promoting the use of artificial intelligence for search engine optimization (SEO) tasks. The post encouraged small business owners to "Use Gemini to help optimize SEO and boost your online presence to grow your small business."

This promotion aligns with Google's official guidance on AI-generated content, published on February 8, 2023. In that guidance, Google emphasized focusing on content quality rather than production methods, while also recognizing the potential benefits of AI in content creation.

Key points from Google's 2023 guidance include

1. Google's systems aim to reward original, high-quality content demonstrating expertise, experience, authoritativeness, and trustworthiness (E-E-A-T), regardless of how it is produced.
2. Appropriate use of AI or automation is not against Google's guidelines. The focus is on the quality and originality of the content, not the method of production.
3. Using automation, including AI, to generate content primarily for manipulating search rankings is against Google's spam policies.
4. AI can be used to create helpful content and power new levels of expression and creativity.
5. Google advised content creators to evaluate their work in terms of "Who, How, and Why" regarding content production.

Despite aligning with Google's guidelines, the recent promotion of Gemini for SEO tasks has sparked significant debate within the digital marketing community. Lily Ray, a prominent SEO expert, called the move "preposterous" and urged Google to "read the room." Other industry professionals expressed concern about the potential consequences of widespread AI use for SEO.

Pedro Dias, another respected voice in the SEO world, pleaded for someone to "stop with these nonsensical takes" and suggested that Google's small business team should consult with their internal webmaster communications team before posting such advice.

The controversy stems from several factors

1. Implementation concerns: Many SEO professionals worry about how AI tools will be used in practice, especially by those less familiar with SEO best practices.
2. Quality assurance: There are concerns about maintaining content quality when AI is widely used for content creation and optimization.
3. Fairness and competition: Some marketers express concern that promoting AI tools for SEO could give an unfair advantage to businesses with access to advanced AI technologies.
4. Interpretation of guidelines: The debate highlights differing interpretations of how AI should be used within Google's content quality guidelines.
5. Potential for misuse: Some worry that the promotion of AI for SEO could lead to an increase in low-quality, AI-generated content aimed at gaming search rankings.

The discussion underscores the rapidly evolving nature of AI technology and its impact on digital marketing practices. As AI tools become more sophisticated and widely available, the digital marketing community is grappling with how to integrate these technologies while maintaining high standards for content quality and user experience.

Google has not yet responded to the concerns raised by SEO professionals regarding this promotion. As the debate continues, many in the industry are calling for more detailed guidance and examples from Google about the appropriate use of AI in SEO and content creation.

Key facts

• Google Small Business promoted the use of Gemini AI for SEO tasks on September 11, 2024.
• This promotion aligns with Google's February 2023 guidance on AI-generated content, which does not forbid AI use.
• The post encouraged small businesses to use AI for keyword optimization, content creation, and meta titles/descriptions.
• SEO experts expressed mixed reactions, with some concerned about potential misuse or misinterpretation of AI tools for SEO.
• The debate highlights the need for clearer guidelines on implementing AI in SEO practices while adhering to Google's quality standards.