Google warns that rewriting AI content won’t fix SEO

Luke Meredith

Google has sent a clear message to website owners who rely on artificial intelligence (AI) to create articles for search engine optimisation (SEO) purposes.

According to John Mueller, a senior figure at Google, simply rewriting AI generated content in your own words will not help a site recover in search rankings.

The warning came after a question was asked on Reddit. A site owner explained that they had built a small niche website using mostly AI written articles in English. The content was low quality, and the site was not being indexed by Google. They asked if rewriting everything manually, or even switching the language to Portuguese, would help the site appear in search results.

Mueller responded that the problem is not whether content is written by AI or by a human. The real issue is whether the site adds value to the web. He explained that rewriting AI content word for word does not make it authentic. Instead, site owners need to rethink their entire content strategy.

He advised that if someone wants to change all of their site’s content, they should treat it as starting over. That means focusing on the purpose of the site and how it can provide useful, original information. Mueller also noted that starting with a domain that already has a history of low quality content can make recovery harder and slower than beginning fresh with a new domain.

This advice highlights a bigger trend in search. Google is pushing for websites to publish content that is unique, trustworthy and helpful. Sites that rely on quick fixes or mass-produced articles are less likely to succeed. For business owners, the lesson is clear: invest in content that shows expertise and provides real value to readers.

Advancements in generative AI SEO have resulted in many changes to the way business and website owners conduct SEO, but it’s hard to know exactly what works. That’s what we at Engage Web specialise in, so if you want SEO services that will take your website to the top of Google’s results pages, speak to our team today.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.