Google Core Updates and AI Content: What Still Matters

2024-05-15 · 12 min read · WebMaster HK

Illustration of an AI-powered search bar with neural network connections

In short

Google's March 2024 core update targeted low-quality, unoriginal content — including content created mainly to rank rather than to help readers. Pages that survive updates like this share the same traits: first-hand experience, original insight, and content written to solve the reader's problem. This guide explains how to apply that standard to your own site.

A Paradigm Shift in Search Engines

In March 2024, Google released a major core update. The core purpose was clear: reduce low-quality, unoriginal content in search results. Google said at the time it expected the update to reduce low-quality, unoriginal content in search results by about 40%.

Deep Evolution of the E-E-A-T Framework

Google now not only values Expertise and Authoritativeness, but has strengthened its emphasis on "Experience." This means articles that rely solely on AI-scraped data will struggle to rank highly. The focus of SEO has shifted from "keyword density" to "unique insights."

Brand-unique perspectives: Every article should include original insight drawn from real experience where possible.
Content usefulness: Google describes its systems as aiming to surface content that actually helped the reader.
Creator background: Strengthen author bios and link to social media accounts to build trust. A website built with SEO in mind presents these signals clearly.

WebMaster HK's Response Strategy

We recommend clients adopt an "AI-assisted, human-polished" model. Use AI for large-scale market data collection and outline building, but core content must be reviewed and supplemented by personnel with practical experience. Our AI SEO optimisation service follows this approach. To apply this to your own site, book a consultation.

Know More

Frequently Asked Questions (FAQ)

We've compiled professional answers to details you may be interested in.

Does using AI to write content get a site penalised? +

Google's stated focus is on quality, not method. Content written mainly to rank rather than to help readers is what updates like this target — whether it was produced by AI or by hand.

What is E-E-A-T? +

Experience, Expertise, Authoritativeness, and Trust. The March 2024 update strengthened the emphasis on Experience: content grounded in first-hand, practical knowledge.