John Mueller of Google’s Search Relations team provided insights on evaluating AI-translation quality and obtaining third-party feedback on AI-assisted content during the June SEO office-hours Q&A session.
The discussion covered two main topics: the indexing of AI-translated content and using AI tools for drafting initial content.
As AI becomes more prevalent in content creation, Mueller’s guidance can help determine the best approach for your website and audience.
AI-Generated Translations
One question raised was: “How can one be transparent in using AI translations without being penalized for AI-heavy content?”
Mueller responded that there is no specific markup or labeling for automatically translated pages. Instead, website owners should assess whether the translated content meets their quality standards and resonates with their target audience.
Mueller advised:
“If the pages are well-translated, using the right wording for your audience, and you think they’re good for your users, then making them indexable is fine.”
If the translated content does not meet expectations, website owners can use the “noindex” robots meta tag to prevent those pages from being indexed by search engines.
Mueller emphasized going beyond basic word-for-word translation, stating:
“A good localization involves more than just translating words and sentences. It’s important to exceed the minimal bar to ensure users in other regions appreciate your site.”
AI-Assisted Content Creation
Another topic addressed was the use of AI tools to generate initial content drafts, with human editors refining the content.
Mueller’s response highlighted the importance of the overall quality of the published content, regardless of the tools or processes used in its creation.
Mueller explained:
“What matters for us is the overall quality of the content you publish on your website.”
He noted that using tools for spelling, formulations, and initial drafting is not inherently problematic. However, he warned that AI-generated content is not always of high quality.
Mueller recommended referring to Google’s guidance on AI-generated content and the “helpful content” page, which outlines a framework for evaluating content quality. He also suggested seeking feedback from independent third-party reviewers:
“Getting input from independent third-party reviewers on these questions can be extremely insightful, even though it requires more effort.”
Analyzing Google’s Advice
Mueller’s guidance is clear: evaluate the quality of AI-translated or AI-assisted content to ensure it meets high standards. However, his emphasis on Google’s “focus on quality” mantra provides little specific, actionable advice.
While Mueller acknowledged that AI tools can assist with drafting, formatting, and other content creation tasks, his warning that AI output isn’t automatically “high-quality” suggests Google’s cautious stance toward the technology.
Reading between the lines, it seems Google is cautious about heavy reliance on AI for content creation, at least until more transparent and practical guidelines are established. Websites must take calculated risks when using AI-assisted content creation tools.
