Small business owners often ask if using AI to write blog posts or website copy will hurt their Google rankings. It’s a fair question. Nobody wants to invest time and money into content that makes them invisible online. The good news? Recent data suggests you don’t need to fear AI content — provided you use it wisely.

Ahrefs analysed 600,000 web pages to see if Google punishes, rewards, or ignores AI-generated text. The results shed light on how AI fits into modern SEO and what small businesses should do next.

What the Ahrefs study found

Ahrefs pulled 100,000 random keywords from their Keywords Explorer and extracted the top 20 results for each — 600,000 pages in total. They ran each page through their AI content detector and found:

• 13.5% of top-ranking pages were fully human-written.
• 4.6% were categorised as purely AI-written.
• 81.9% were a mix of human and AI input.

In other words, 86.5% of high-ranking pages included some degree of AI assistance. That could mean AI was used for grammar checks, headline improvements, or helping refine ideas — not necessarily full articles spat out untouched by a chatbot.

Ahrefs concluded: “There is no clear relationship between how much AI-generated content a page has and how highly it ranks on Google.” The correlation was effectively zero (0.011).

Their research also showed that while pure AI-written pages rarely hit #1, the top positions often had lightly AI-assisted content. Google does not care whether a human or machine wrote the words — it cares whether the content is useful.

Google’s stance on AI content

Google itself confirmed in 2023 that it doesn’t automatically penalise AI content. Their guidelines state that helpful, original content is what matters, regardless of how it’s produced.

The rapid rollout of Google’s own AI Overviews should tell you everything: the company itself uses AI-generated summaries. It would be contradictory for them to punish others for using similar tools.

Why quality and strategy matter more than ever

The Ahrefs findings are clear: Google neither rewards nor punishes AI directly. Quality and relevance are what drive rankings. A poorly thought-out blog post, whether human or AI-written, will perform poorly. A well-planned and helpful article that answers customer questions will do much better.

So, the real question is: how confident are you in your content strategy? Are you producing content that’s genuinely helpful and targeted, or are you just posting random pieces because “Google likes blogs”?

Understanding E-E-A-T: Google’s quality framework

Google assesses content using E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. AI can assist with writing, but these qualities need human oversight. Here’s how they apply:

• Experience: Does your content show first-hand knowledge? For example, a builder writing about renovations with photos from real jobs demonstrates more experience than an AI-generated article offering generic tips.
• Expertise: Does the writer (or brand) have recognised expertise? Testimonials, case studies, and credentials all contribute to the credibility.
• Authoritativeness: Are other reputable sites linking to or citing your content? Authority builds with time and trust.
• Trustworthiness: Is your site technically sound, secure, and transparent about who you are?

AI can draft copy, but humans need to add real-life examples, references, and evidence. For small businesses, that often means showing your work, using local context, and answering questions customers actually ask.

Case studies: AI used well vs poorly

AI used well

A Christchurch painting business wanted to blog about “How often should I repaint the exterior of my house in Christchurch?” They used AI to draft a basic outline and list of steps. Then they added:

• Local references (e.g., how Canterbury’s weather affects paint drying times).
• Photos from their own projects.
• Tips based on mistakes they’d seen customers make.

The final post ranked well locally, brought in leads, and demonstrated both expertise and trust. AI saved them time, but human insight made the article unique and valuable.

AI used poorly

A business owner copied and pasted a 2,000-word AI-written article on “SEO tips” with no editing. It was generic, had no connection to their services, and repeated the same advice that dozens of other sites had already provided. It got no traction in search results, and visitors who did find it quickly left.

The difference? One business utilised AI as a strategic tool; the other used it as a shortcut.

Myth-busting FAQ: AI and SEO

“Will Google penalise me for AI content?”

No. As the Ahrefs study and Google’s own guidelines confirm, what matters is helpfulness, not the writing tool.

“Is AI content low quality by default?”

Not necessarily. AI can produce clear and helpful drafts, but it lacks the human context. Editing and strategy make the difference.

“Can AI replace human writers?”

Not if you want to stand out. AI can help scale production, but human oversight ensures your content reflects your brand and experience.

“Do I even need a blog if I use AI?”

Yes. A blog helps answer customer questions, build trust, and improve search visibility. AI is a tool to help, not a replacement for a strategy.

Step-by-step content strategy tips for NZ small businesses

For small businesses in New Zealand, developing a content strategy can often feel overwhelming. Here’s a practical approach:

1. Identify your audience: Who are your best customers? What questions are they asking before making a purchase?
2. List their questions: Talk to your team, check your email enquiries, and search Google for “People also ask” questions related to your services.
3. Create content to answer those questions: Use AI to help outline and draft. Add your own examples, photos, and local context.
4. Optimise for search: Use clear titles, sub-headings, and meta descriptions. Include your location if you serve a local area.
5. Promote your content: Share it on your Google Business Profile, Facebook page, and in email newsletters.  Anywhere your customers or clients are looking.
6. Review and improve: Use Google Analytics to see what’s working. Update posts as your business evolves.

This approach works because it puts your customers at the centre. Instead of guessing, you answer the questions they actually ask.

Why you need a strategy before creating content

Without a clear plan, you risk wasting time. Even if you use AI, random content won’t build trust or rankings. The Ahrefs study confirms that strategy is what matters most. The businesses winning in search results have a plan for:

• What topics to cover.
• Who the content is for.
• How it supports their business goals.

How Gecko Gully Websites can help

At Gecko Gully Websites, I work with small businesses to develop content strategies tailored to their specific needs. That includes:

• Identifying the right questions and topics.
• Creating a realistic publishing plan.
• Advising how to combine AI and human writing effectively.
• Optimising your website technically so content performs well.

Final thoughts and call to action

The Ahrefs study proves that AI itself isn’t the enemy. Poor strategy is. Google wants helpful, relevant, trustworthy content. Whether you write it by hand, use AI, or combine both, the principle is the same.

To leverage AI effectively and develop a more strategic content approach, please contact us today. We’ll review your current position and develop a plan to help you attract and convert more customers.