The appeal of AI-generated content is clear: it promises to increase output while reducing costs. However, when used excessively, it can have the opposite effect, leading to a decrease in search visibility and credibility.
This is because AI-generated content often lacks depth and value, making it seem like a shallow attempt to manipulate search rankings rather than a genuine effort to inform readers. As a result, readers may lose trust in the company, and the pages may slip down in search rankings, making it harder for the platform, exchange, or dapp to be discovered.
Google's policy on scaled content abuse is clear: creating and publishing large volumes of low-value content to manipulate search rankings is not acceptable. Many crypto companies are using AI to publish large volumes of pages aimed at pulling in search traffic, but this approach can backfire. Instead, companies should use AI as a support tool within a proper editorial process, where human writers and editors review and refine the content to ensure it provides value to readers. This approach is safer for search and leads to better content, as people can usually tell when something has been carefully thought through and written by someone who knows what they're talking about.
In the crypto industry, where trust is already hard to earn, using AI in a responsible and supportive way can make all the difference.