Human written content is eight times more likely to rank first when compared to AI generated content.

According to a recent study published by SEM rush, human-written content dominates Google’s top search results when compared to AI content. The study analysed over 42,000 blog posts and found that pages written entirely by humans appeared in the number 1 ranking position 80% of the time, compared with just 9% for purely AI-generated content. Overall, human content was eight times more likely to rank first.

Why does human-written blog content rank better that AI generated content?

Google’s systems aim to surface content that demonstrates:

• Experience
• Expertise
• Authoritativeness
• Trustworthiness

Put simply, human writers are far better at embedding these signals by incorporating elements like first‑hand experiences, opinions, credible sourcing and context. While AI can ‘simulate’ these traits, it cannot match the human touch, which Google systems are becoming increasingly good at detecting. In essence, human‑written content ranks better not just because written by a person, but because it is more likely to be original, credible, engaging, and genuinely useful to the audience.

Using AI to support the development human-written blog content

As AI becomes more widely adopted, using it as an assistant rather than an ‘author’ can be the most effective strategy, that combines human judgment with AI support. Make sure that you are defining the strategy, voice and perspective of the content and allow AI to assist you with research, drafting and some optimisations where necessary.

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