Google Confirms AI Writing is “Spam”; Should You Play with Blog Writing AI?

Picture of Julia McCoy

Julia McCoy

Creator and Co-founder

Blog writing AI is used across the web FAR more often than you’d think.

Tools like CopyAI, Jasper, Grammarly, and HyperWrite all use artificial intelligence to help you write or edit content. 🤖

We used one of these tools (HyperWrite) in the past when I ran a writing agency. Heck, I even wrote a blog post about AI writing and whether it can ever replace humans.

The problem is –

Google recently confirmed its stance that AI-generated content is “spam.”

What does this mean, exactly? What was the context of Google’s statement? Who, specifically, made it?

More importantly, what does this mean for YOUR content writing, especially if you use AI tools? 📝

(Spoiler: You can still use blog writing AI – but you MUST be careful.)

Let’s start with some basic info, then we’ll get into Google’s stance. ➡

blog writing AI

First – What Is Blog Writing AI?

Blog writing AI is artificial intelligence software specifically created for the act of content writing.

Usually, this technology analyzes and learns from huge amounts of data – in this case, language usage across the web – and implements this data to help finish your sentences, brainstorm content ideas, and edit your writing.

Generally, these tools need your input to work. Blog writing AI can’t produce anything on its own. The technology needs a human prompt as well as direction to produce anything coherent.

blog writing ai

These days, the AI is advanced enough to create content that can fool most people into thinking a human wrote it.

Here’s a good example of AI blog writing from the Guardian:

guardian article written by ai

However, this article wasn’t written without human intervention: A writer fed the AI specific instructions, like, “Keep the language simple and concise. Focus on why humans have nothing to fear from AI.” The writer also gave it a lengthy prompt to start. Finally, the article was edited like any other article published in the Guardian – by humans.

This is a good example of the capabilities of blog writing AI – and its limitations.

Right now, however, you may be wondering about how Google’s statement (re: AI writing is spam) ties in.

Do they mean unequivocally, no matter what? Or are there exceptions (surely the above article isn’t spam)?

Let’s discuss.

free training

Google Said AI-Generated Content Is Spam: What Now?

When we talk about “Google” in this context, we’re really talking about a prominent Google spokesperson, John Mueller (his official title at the company is “Webmaster Trends Analyst”).

In an April live hangout, Mueller addressed a question that asked how Google responds to AI-written content on websites.

He said they treat it the same way as automatically-generated content – in other words, it’s spam.

To this, the original questioner responded with a follow-up:

Can Google tell the difference between AI writing and human writing? (I.e., is it easy for Google to spot AI-written content and thus penalize it?)

Mueller said Google can’t claim that.

Specifically, they don’t have the tools to differentiate between the two – yet.

So, what does this mean for your writing, especially if you use AI tools to augment content creation?

Should You Try Blog Writing AI in Light of Google’s Stance?

Take Google’s stance with a heaping tablespoon of salt. 🥄 Why?

Here’s the thing:

It makes sense that Google sees automatically generated content (including some AI content) as spam.

For reference, here’s the page from their documentation:

google guidelines on automatically-generated content

Back in the old days of the internet, people were able to fool Google and rank with really bad, nonsensical, keyword-heavy content automatically generated by bots.

Google eventually caught up to this with their Panda update in 2011, which heavily focused on content quality.

These days, Google is even more sophisticated when determining the quality of a web page.

So, although the search algorithm may not be able to distinguish between AI and human content yet…

Google can easily differentiate between high-quality and low-quality content. And if you’re churning out AI-written blogs without much editing or intervention, you’re swimming in low-quality content that Google will absolutely de-rank.

drowning in bad content

The technology just isn’t there yet for AI to produce anything high-quality without major human edits.

That means if you’re using blog writing AI to pump out massive quantities of content, you’re sitting on mountains of crap. 💩

And Google knows crap when it sees it.

BUT – if you’re using AI writing tools to augment your writing, like:

  • Using it to generate ideas and get your article started
  • Using it to create blog outlines
  • Using it to help you get through writer’s block, but then resuming writing yourself
  • Using an AI writing tool to quickly draft an introduction, but then editing it thoroughly for accuracy, flow, and quality

….you’re probably okay.

If you’re still not sure whether your use of blog writing AI is kosher, here are some tips to help.

writing mistakes

How to Use Blog Writing AI Wisely to Help You Create Content

Blog writing AI isn’t suddenly obsolete with this news from Google. Instead, it remains a tool many writers like to use to help them write content – NOT write it for them wholesale.

1. Use Blog Writing AI to Brainstorm and Move Past Blocks

The blank page is one of the most daunting things to a writer. Sometimes, it can be so intimidating that we don’t even try to conquer it. (This is why it takes many writers YEARS to pen a long work like a book.)

AI writing tools can remove this roadblock immediately. With a few prompts from you about your chosen topic, it will spit out some words. They may not be great, but they’re something you can work with.

And that’s much better than starting from zero for a lot of people.

Any writer will tell you that one of the hardest parts of the process is getting out that first draft. Blog writing AI just streamlines that so you end up with plenty of material to mold to your liking.

The key to avoiding bad, spammy content, however, is in the molding.

2. Stay Deep in Your Writing Process

Do not let an AI writing tool take the reins. This is what will ultimately separate your content from spam.

You need to stay deep in the writing process at all times if you use AI. That means:

  1. Rearranging words, phrases, and sentences
  2. Deleting and trimming as needed
  3. Reworking grammar and punctuation
  4. Double-checking facts and updating inaccuracies
  5. Adding human emotion, tone, and flavor to the content

3. Add Your Unique POV and Tone of Voice

If you use AI-generated content as-is, you’re asking for trouble.

Blog writing AI learns by consuming massive amounts of data from the internet. It then uses this collective data to output content for your needs.

The problem is, that means AI writing is incredibly generic and sounds familiar, like you’ve read the content on a dozen other blogs. Why is that?

…Because you have.

ai-written content

An AI writing tool wrote this paragraph on “how to write a blog post.” While it’s grammatically correct, it’s totally generic and sounds like every other mediocre blog out there.

Depending on your topic, the AI will be outputting information gleaned from your industry on the web.

That’s why it’s so important to edit, edit, edit when using AI writing.

Add the turns of phrase, wording, and style your brand (or client’s brand) is known for. Add stories and color. Add your unique point of view.

Struggling with writing great content for your online audience? Unlearn Essay Writing is a one-week course that teaches you absolutely everything top-notch, expert content creators know. You’ll get mentorship and critique on your writing, too. Enroll today – this course is currently 70% off!

Enroll now in the new online writing course

4. Fact-Check Carefully

Some AI writing tools can spit out facts and figures along with content.

However, this doesn’t mean the information is accurate.

The AI could be regurgitating misinformation – and if you don’t double-check the facts, you could be helping to spread that even further when you publish unedited AI writing.

Publishing bad information is a brand-ruiner. That’s why you shouldn’t get complacent with any AI writing tool. Always fact-check carefully.

For Successful Content, Quick Fixes Like Blog Writing AI Don’t Work

Ultimately, blog writing AI technology used solely to churn out a ton of low-quality content is the last resort of the desperate.

People who do this don’t realize they COULD see results from content – if only they put in the time and effort.

Because high-performing content creates and sustains a high-performing business with leads coming in on auto-pilot. Full stop.

But high-performing content is also high-quality, written by humans, and given time to work its magic. ✨

If you’re a business owner struggling to make it work and tempted by quick but spammy AI blog writing…

You’ll never output the kind of content you need to succeed without the right strategies, skills, and systems.

That’s why I created The Content Transformation System – to give you everything you’re missing so you can put the pieces together and make content work.

This is exactly how I catapulted my own business from $30k to $70k months within one year. 📈

With my system in place, you won’t need to lean on AI writing tools so heavily. You’ll have everything you need to create fantastic content and build up your authority and rankings without batting an eye.

Learn what you need to succeed with a five-phase curriculum, 1:1 coaching, monthly mastermind-style group calls, and more. Apply today to get started.

Become a Content Hacker

Collaborate with other growth-minded, savvy Content Hackers – plus a host of experts. The price of two coffees/month gets you in.