Are AI texts bad for SEO? Google’s position

No, AI texts are not fundamentally bad for Google. Google evaluates content based on whether it is helpful and accurate, not on whether it was written by a human or an AI. It becomes problematic when AI is used to generate many pages without added value: this falls under the spam policy against abuse of scaled content.

For SMEs, this is good news: AI can help publish good content regularly, even without an in-house editorial team. What matters is how it is used.

What Google officially says

Google has set out its position in the documentation for website owners. The key points:

Quality matters, not how it was created. Helpful, reliable content can rank well, regardless of how it was created.
Check accuracy. Google recommends in its Notes on generative AI content, to check all AI content for accuracy before publication, including titles, meta descriptions, structured data and alt text.
No mass-produced content. The spam policies explicitly cite as an example generating many pages with generative AI without providing users with added value.
Transparency. Google recommends making it clear to readers how content was created, for example by providing background information on the use of automation.

When AI-generated texts do harm

Problematic	Unproblematic
Hundreds of location pages with the city name swapped out	One page per location with real information on the team, directions, and services
Unverified texts with invented figures	AI draft reviewed by a specialist and supported with sources
Reworded texts from other websites	Your own experience, clearly formulated with AI
Volume without search intent	One page per genuine customer question

Legal framework: labelling under the AI Act

In addition to Google, there is the EU AI Act. Article 50 contains transparency obligations for AI-generated content. For texts published to inform the public about matters of public interest, labelling is required; this does not apply if a human reviews and takes editorial responsibility for the text. Anyone who reviews AI drafts before publication is therefore also on the safe side legally.

How SMEs use AI sensibly for website content

Topics from real data: Search Console queries show which questions customers are asking.
Research with sources: Every number, deadline, and legal status is backed by an open source.
AI draft according to clear rules: Answer first, define terms, evidence, see Texts for AI search.
Human review: Technical, linguistic, and for invented information.
Add your own experience: What only your company knows.
Metrics: Whether the page is found and clicked.

This process is described in detail in the article Website with AI Content Engine. The posts on bettersorted.de are created according to exactly this principle, and our SEO case study.

AI visibility from bettersorted offers this process for your website, with human approval before each publication.

Frequently asked questions

Can Google detect AI-generated texts?

Whether Google detects AI texts is not decisive for ranking. According to Google, it evaluates the quality and usefulness of content, not how it was created.

Do I have to label AI-generated text on my website?

Google recommends transparency about how content was created. Under Article 50 of the AI Act, the labeling requirement does not apply to texts on topics of public interest if a human reviews and takes editorial responsibility for them. When in doubt, a brief note on the creation process is advisable.

How many AI posts may I publish per week?

There is no upper limit. What matters is that each post answers a real question, has been reviewed, and does not overlap with other pages. Better two good posts per week than twenty interchangeable ones.

As of October 2026. Not legal advice.