AI content gets early rankings – but fails to last in Google Search

Lia Bartley

A recent 16-month experiment into AI (artificial intelligence)-generated content has confirmed what many business owners are starting to suspect.

Yes, AI can get content indexed and even ranking quickly, but without proper SEO (search engine optimisation) behind it, those results don’t last.

The study looked at 20 brand-new websites with no authority, no backlinks and no history. Each site published 100 AI-written articles targeting low-competition search terms.

Within the first month, the results looked promising. Around 70% of pages were indexed, and many were already ranking for hundreds or even thousands of keywords. Traffic and impressions grew steadily over the first couple of months.

Then, things changed.

By the three-month mark, rankings dropped sharply. Only a small percentage of pages remained visible in search results, and by month 16, most sites had little to no meaningful traffic. The content was still indexed, but it was no longer being shown to users in any meaningful way.

This reflects exactly what we see in the real world. AI can speed up content production, but it can’t replace strategy. Google still looks for trust, authority and genuine value. Content that lacks unique insight, real expertise or a clear structure simply struggles to compete, especially in more serious industries where credibility matters.

Interestingly, the experiment also showed that adding new content can give older pages a temporary boost. This suggests that keeping your website active still plays a role, but again, without a proper foundation, the gains do not stick.

AI is a tool, not a solution. If your website content is built around what your customers are actually searching for, supported by a solid SEO strategy and written with real intent, you’ll always be in a stronger position than those relying on volume alone.

If you want to make sure your content is working for your business rather than just filling space, get in touch with Engage Web and we will show you how to turn it into consistent enquiries.

About
Latest Posts

Lia Bartley

Content Editor at Engage Web

With years of experience in the financial sector, Lia has swapped the world of mis-sold PPI in exchange for life as an eagle-eyed editor at Engage Web, ensuring our wonderful clients have equally wonderful content on their websites.