One of the most common uses of artificial intelligence is to create content. Considering the vast amount of data these AI tools have, they can now write anything. From long-form blogs, product descriptions, landing pages, to email campaigns, they generate everything in seconds. However, how search engines judge this content is totally different than how humans do. Google prioritizes content based on its quality, relevancy, and reader value.
So digital marketers and business owners have one question always: Does AI tick all the boxes for ranking criteria? There was no authentic answer to this until the new Semrush study came out. We can finally understand if AI content provides any value in terms of ranking. This all-in-one digital marketing platform analyzed over 20k articles and surveyed 700+ marketers to find the answer to your question:
Does AI Content Rank in Google?
The simple answer is yes, but is it a convincing answer? Not yet. That’s why Semrush went the extra mile to get the answers we all want to hear. These findings are based on:
- Top-Ranking Article Analysis: The study was based on 20,000 blog URLs for Google’s top results for 20,000 random keywords. Then, using the GPT Zero, analysts compared the AI-generated content performance to human text.
- Survey: They also surveyed over 700+ marketers, including Search Engine Optimizers (SEOs) and business owners, about their experience with AI content from the last year.
- Expert Insights: Industry experts were also contacted to get their perspective on whether AI content can rank in the search engines.
About 8% of the URLs Semrush experts analyzed were categorized as “likely generated by AI”. This was the average number for the past 12 months. While the number is currently low, it’s continually growing.
Comparison Between Human and AI-Driven Content in Ranking
To further understand this, experts looked at search positions for humans, and here’s the performance and numbers difference they found:
| Category | Human | AI (%) | Difference |
|---|---|---|---|
| Top 10 | 58.0% | 57.0% | 1.0% |
| Top 5 | 34.5% | 29.9% | 4.6% |
| Top 3 | 22.7% | 16.5% | 6.2% |
| Top Position | 9.4% | 7.3% | 2.1% |
Considering these numbers, it’s certain that AI does compete surprisingly well against human content.
Semrush Users' Experience with Study Findings
After they got these numbers, they surveyed 700+ Semrush users to see if this actually aligns with the numbers from the study. So they started asking questions.
Here are the answers from marketers with graphs based on the questions:
How Well Does Human-Written Content Perform for Rankings Compared to AI?
These results show:
- 31% of experts think AI content performs the same as humans
- 33% say it performs comparatively better
- 9% of users think that AI content performs worse
What Was the Impact on Your Website's Organic Traffic After Publishing AI?
- 34% of SEOs didn’t experience a significant difference
- 39% of experts saw an increase in organic traffic
- Only 4.8% noticed a traffic
These numbers also answer the commonly asked question: Does Google penalize AI content? The answer is no. Google only takes down low-quality pages without caring about human or artificial intelligence content creation.
How Does AI Content Support Your Cause?
Here’s an expert’s take on how using AI has helped them achieve their goals:
| Benefit | Percentage |
|---|---|
| We create more content, faster | 68% |
| We save time on content production and focus our efforts elsewhere | 57% |
| We save money on content writing and editing | 48% |
| We generate more engagement with our content | 34% |
| We drive more traffic from social media and other sources | 34% |
| We rank faster and generate more organic traffic | 32% |
| Our content became more personalized | 18% |
How Many Marketers Rely on AI Tools to Create Organic Content?
Semrush’s study till now has definitely given us enough data to understand that AI content does rank. The next question that comes in is how many professionals are using AI to support their cause. According to the Semrush users, here’s how they use AI:
- 39% use the combination of human writers and AI-generated content to write a ranking blog, an email copy, or a landing page.
- 34% write themselves and use AI assistance in the process.
- 18% write content themselves without using AI.
- 5% mostly use AI-generated content.
- 4% outsource everything to freelancers and agencies.
How SEOs Incorporate AI into Content Creation?
- 62% use AI for topic research and idea. generation
- 51% use AI for editing or rewriting content.
- 51% use AI for optimizing content for SEO (e.g., keywords).
- 51% use AI for generating content outlines.
- 50% use AI for creating initial content drafts.
What Type of Content Marketers Create for SEO Using AI?
- 70% use it for Long-form articles and blog posts.
- 55% for Meta descriptions.
- 42% for Product descriptions.
- 42% for Website pages.
- 39% for Landing pages.
What Else to Keep in Mind Beyond the Numbers?
The study clearly suggests that AI content is in the game, and its use for search engine ranking will be significantly increased. So what’s the other side of the story that you can’t ignore either? It’s important for marketers to look at these findings in context. Here’s our take on how marketers should apply the insights effectively.
Ranking Doesn’t Mean Converting
Search engines do not track your sales. If the content checks the maximum boxes for ranking, it will definitely get on top. But will it help you sell? Not quite true. We humans are not easy to convince. So if your copy is missing the touch of persuasiveness from a human perspective, it won’t guarantee leads or sales.
Unreliability of AI Detectors
Every AI tool comes with its limitations, and they never offer 100% accurate results. While the sample used in the study was large, there is still no guarantee that the URLs that were analyzed were 100% “AI-generated”.
Search Engines Keep Involving
Search Engines don’t stay the same forever, and SEO isn’t the same as it was a decade ago. Search Engines like Google prioritize user preferences over everything. So there is no guarantee that AI content will stay in Google’s good books.
Our Recommendations on Using AI, Considering the Semrush Findings
Yes, we have enough reasons to be using AI for creating content that ranks, but it isn’t the same as it sounds. Your success depends on how you use AI, not just that you use it. Here are some tips to use AI to bring your website up on the ranking ladder:
Use AI for efficiency: We know this from the findings that most marketers use for efficiency, and not to replace the writers. Use it for brainstorming, creating outlines, or for the research that takes time in the writing process.
Never forget the human touch: AI will give you the text you want, but will it match your unique tone or have that deep subject understanding? No. That’s why adding a human touch makes your content interesting and worth reading to humans.
Keep monitoring your KPIs: Ranking on page one is one thing, and how users engage with your content is another. Make sure you keep your eye on conversion rates, social shares, time on page, etc.
Never stop learning: Search is evolving, and if you really want your pages to consistently rank higher, you can’t stop learning. Actively keep an eye on new updates and studies to ensure your content aligns with search engines’ requirements.
The Takeaway: What These Findings Mean for the Future of Content
Understanding the difference between human and AI content isn’t complicated. Simply put, not all writers guarantee quality, and in the same way, not every prompt generates a low-quality text. You need to look at AI as a tool that makes things easy for you. If it’s utilized poorly, then you’re facing drops in your rankings. Use it wisely, and you’ll be able to provide value for both readers and search engines.
1. Can AI content outperform human-written content?
In some cases, yes. The Semrush study shows that AI content performs competitively with human-written content, especially in the Top 10 results. However, human-written content still slightly outperforms AI in Top 3 and #1 rankings, likely due to deeper expertise, originality, and persuasive storytelling.
2. What type of content performs best when created with AI?
AI performs best for long-form blog posts, meta descriptions, product descriptions, landing pages, and content outlines. Most marketers use AI for research, drafting, and optimization, then refine it with human editing to improve accuracy, tone, and engagement.
3. Is AI content good for SEO in the long term?
AI content can be effective for SEO long-term if used correctly. Search engines continue to evolve and prioritize user satisfaction. AI should be treated as a support tool—not a full replacement for human insight. Combining AI efficiency with human expertise is currently the most sustainable SEO strategy.
4. Why does AI content rank but sometimes fail to convert?
Ranking and converting are two different things. AI content may satisfy search algorithms but lack emotional depth or persuasion. Human editing helps align content with buyer intent, trust signals, and brand voice—key elements needed to turn traffic into leads or sales.
5. How should marketers use AI content based on the Semrush findings?
Marketers should use AI for speed, scalability, and optimization, while relying on humans for strategy, storytelling, and final edits. Monitoring KPIs like engagement, conversions, and time on page ensures AI-driven content delivers real business value—not just rankings.
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