If you’ve started using AI tools such as ChatGPT to create content for your estate agency website, changes to the Google experience algorithm could have an impact on your search results.

In 2024, Google introduced an update targeting what it considered ‘spammy’ content. The update seeks to penalise websites publishing low-quality and unoriginal content in an effort to raise standards on search engine results pages by giving people unique and relevant answers to queries.

Why does this matter to Google?

Over the past few years, more and more businesses have embraced AI to boost efficiency and speed up essential tasks. When it comes to content creation, large language models such as ChatGPT have become a standard tool for many marketers, who use them for research, generating ideas or to replace copywriters altogether.

The problem for Google is that large language models create content by sweeping the web for existing blogs and articles, so the content is not original. And without references to source material, there is no guarantee the content is accurate.

Google wants to offer people original and quality search results, so will penalise AI generated content that fails to tick those boxes. In addition, marketers often use AI tools to boost their content’s SEO credentials. Google also uses its algorithm to prevent sites gaming the system this way.

How does the update work?

Google says the aim of the update is ‘enhancing search so you see more useful information, and fewer results that feel made for search engines’. They are doing this by altering the core ranking system to ensure the most helpful results surface at the expense of unoriginal content. It has also updated spam polices to keep the lowest quality content off the results pages altogether and has de-indexed numerous sites it regards as spammy.

What does Google mean by high-quality and original content?

High-quality blog content means writing for your audience in a way that answers their search queries with useful, relevant and valuable information. It should be well written in plain English with a trustworthy but conversational tone that sounds like it has been created by a human being. It should be carefully proofread and fact-checked for errors too. While you’ll want to optimise it for SEO with essential keywords and phrases, this needs to be relevant, natural-sounding and not too repetitive.

Positioning yourself as an expert on the housing market in your area is a much better way to get your original content shared.”

When it comes to originality, look at ways of creating unique content for your estate agency that reflects your experience of selling and renting out houses locally. Positioning yourself as an expert on the housing market in your area is a much better way to get your original content shared, boosting brand awareness and your SEO.

When writing a blog, look for a new take on a familiar subject. Consider commissioning your own research, which will be completely unique or use real-life examples from your business. Think about different ways of presenting information too – as a Q&A, interview, opinion piece or numbered list.

If you’ve written one killer blog that does well on Google and creates engagement, think about why it worked. But avoid the temptation to recreate the same blog with a slight rewrite as this might get you penalised by Google.

How should I use AI in content creation?

AI tools can be a useful way of researching topics and sorting information. In fact, people are increasingly using ChatGPT instead of Google to answer their everyday queries. If you’re struggling with a blank page, AI platforms can also get you started with inspiration or ideas.

Issues arise if you use tools like ChatGPT to research subjects where you aren’t the expert. Because no reference material is quoted, you don’t know if the information has come from a credible source. It is therefore really important to fact-check everything, especially when it comes to key areas for an estate agency such as legislation or regulations. Do this by searching the information on sites you trust such as gov.uk, or those of industry bodies.

Avoid the temptation to publish content generated by Chat GPT, no matter how grammatical and polished it sounds.”

Avoid the temptation to publish content generated by Chat GPT, no matter how grammatical and polished it sounds. Instead, fact-check the information and present it in your own words. Make sure it genuinely answers reader queries too, adding value and giving them information they wouldn’t have had otherwise.

Remember that while the Google algorithm is important, getting people onto your estate agency website isn’t the end of the story. You need quality content so your audience will read your blog, engage with your brand and respond to your call to action. You won’t keep readers on your page if your content is bland, obvious or not what they are looking for.

If you want to use blogs as part of your content strategy with the aim of ranking in Google or providing original content people like to read, but struggle to find the expertise in-house to create original content, don’t resort to AI. Get advice from experts in digital marketing who understand good copy.

If you are looking for help in this area, we’d love to assist. Visit www.artdivision.co.uk