A lot has happened in the year since we published the first part of our AI content study. Download our free white paper now with the results of our “AI Content Study Part 2: AI Texts and Google Rankings: How well does AI content rank?” Download it now. In it, our eo AI task force evaluates the ranking ability of AI texts. You will also find instructions on how to optimise your AI-generated texts.
This whitepaper highlights the potential and limitations of AI-powered content in terms of SEO. You will learn how AI content ranks on Google, what challenges it poses, and what steps are necessary to make it rankable. We also discuss specific technical, strategic, and creative aspects that are crucial for creating high-quality content.
During the test period from 1 May to 31 August 2024, the eo AI Task Force generated 118 website texts using the chatbots ChatGPT-4o (OpenAI) and Claude 3.5 Sonnet (Anthropic). The texts created by the chatbots were evaluated, assessed and compared with content written by experienced copywriters at eology GmbH:
The term ‘human-created’ requires a definition that provides clarity. Not every person has the ability (knowledge of the German language, editorial training, etc.) and talent (affinity and aptitude for writing) to create high-quality texts. In the case of the eo AI content study, SEO knowledge is an additional factor.
For this reason, the AI texts in the eo AI study are compared with texts written by trained SEO editors and evaluated according to the quality standards that eology Content Creation follows for high-quality, value-added content with high ranking potential.
The primary goal of the eo AI Content Study Part II is to evaluate the ranking ability of AI texts. Google evaluates content according to various criteria to ensure that users receive the most relevant and high-quality results. A key benchmark is the so-called E-E-A-T model (Experience, Expertise, Authoritativeness, Trustworthiness). These criteria are used to evaluate the quality of content and the trustworthiness of sources. According to this model, website content must convey expertise, experience, authority and trustworthiness. If this is not the case, websites rank lower or are even penalised. This can affect the entire domain and not just individual pages with poor content.
It is particularly critical when E-E-A-T is not fulfilled in so-called Your Money Your Life content. These are pages that deal with topics such as health, finance and legal information. The topics for which texts were created using AI for the study range from soft topics such as ‘celebrating children’s birthdays’ to medical topics such as the disease scarlet fever or legal topics such as protection against dismissal during pregnancy.
Yes. The study shows that AI-generated texts are fundamentally rankable. Content from Claude 3.5 Sonnet in particular achieved strong top 30 rankings. However, AI texts are no substitute for quality checks – without human oversight, SEO and content errors can impair performance.
When it comes to informational topics, AI texts achieve high fulfillment rates of over 80%. However, in sensitive areas such as medicine, law, or finance (YMYL), weaknesses in data accuracy, depth, and trustworthiness become apparent.
AI texts provide solid basic content, but often remain superficial, contain redundancies, or include incorrect facts. Human expertise is crucial for ensuring that content is technically accurate, emotionally appropriate, and strategically well-prepared.
Depending on the type of page, the time savings range from 37% to 53%. The greatest savings are achieved in research and initial drafting. However, editing, SEO optimization, and fact checking remain human tasks.
The biggest risks are hallucinations, incorrect figures, and a lack of emotional intelligence. Content errors can have serious consequences, especially when it comes to YMYL topics. AI content should therefore never be published without being checked.
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Contact directlyAs this is an empirical study based on a limited text corpus with the aim of assessing SEO performance potential, other methods, test scenarios and use cases may yield different results. The eo AI Task Force welcomes constructive feedback, professional exchange and discussion.
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