Google's official stance is clear: they don't care if content is AI-written or human-written. They care if it's helpful, original, and meets search intent. The August 2022 Helpful Content Update and subsequent core updates target low-value content regardless of how it's produced. AI content affects SEO the same way any content does—if it's generic, factually wrong, or doesn't answer the query better than competitors, it won't rank. The real risk with AI content is scale without quality control. Tools like ChatGPT make it easy to publish 50 articles in a weekend, but most of that output is surface-level rehashing of what already ranks. Google's algorithms have gotten very good at detecting patterns: repetitive phrasing, lack of specific examples, no original data or perspective. Sites that mass-publish AI content without editing, fact-checking, or adding unique insights typically see traffic stagnate or drop within 3–6 months. At Ottawa SEO, we use AI as a drafting tool, not a publishing tool. A first draft from Claude or GPT-4 might save 40–60% of writing time, but we always layer in client-specific data, local context, and strategic internal linking. We also run every piece through manual review for factual accuracy and brand voice. The sites in our portfolio that perform best mix AI efficiency with human expertise—using AI to scale research and outlines, humans to add depth and credibility. Key factors that determine whether AI content ranks: - Originality: Does it include data, examples, or angles competitors don't have? - Depth: Does it answer follow-up questions or just the surface query? - Authority signals: Author bios, citations, case studies, real numbers. - User engagement: Low bounce rates and good dwell time signal quality to Google. Bottom line: AI content isn't a ranking penalty or a ranking boost. It's a tool. Sites that treat it as a shortcut to avoid real strategy will lose. Sites that use it to execute strategy faster—while maintaining quality—will win.