How AI Content Is Really Performing in Search

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Feb 8, 2025

AI for SEO

How AI Content Is Really Performing in Search

We reviewed what’s ranking in 2025 and why most AI content isn’t making it past page two.

In 2025, AI content is everywhere.

Blog posts - likely written by GPT.
Product roundups - probably created with Claude.
Ultimate guides - At least partially AI-stitched.

But here’s what nobody’s telling you:
Most of it doesn’t rank.
Some of it ranks too well.
And a select few marketers? They’ve cracked the system, at least for now.

This report breaks down the tactics, traps, and the quiet arms race between AI content farms and search engines trying to keep up.

The Tactics That Are Flooding Search Right Now

1. The “Frankenstein Article”
AI assembles a blog post from the top 5 ranking URLs. It paraphrases, adds a flashy intro, and calls it “original.”
Why it works (short-term): Matches search intent well. Low effort, high output.
Why it fails (long-term): No unique insight = zero backlinks, low dwell time.

2. The “Topical Authority Flood”
Marketers create 40–100 pages around one niche topic using AI. Add internal links everywhere. Answer every question related to that topic and fakes authority.
Why it works: Google sees depth and structure.
When it fails: If quality drops or nothing earns links, Google starts ignoring it.

3. The “Parasite SEO Play”
People publish AI content on high-authority platforms (think Medium, Forbes Councils, etc.) to rank instantly.
Why it works: Rides off someone else’s domain strength.
What’s changing: Google is actively nerfing this in updates.

“It still works. But not forever. Every trick gets caught.”
— B2B SEO Lead, 7-figure agency

How Google Is (Actually) Fighting Back

Despite the noise, here’s what Google’s really doing in 2025:

Cracking down on AI content that offers “no real value”, not all AI is penalized, only lazy AI.
Weighting “information gain” more heavily, if your article says what every other one says, it dies.
Prioritizing authorship and EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) more than ever.

Big signal:

Sites with real authors, real commentary, and original visuals are surviving algorithm updates.
Faceless AI blogs are getting wiped off the map.

What the Smartest Teams Are Doing Differently

1. Using AI as a research assistant, not a writer
Top teams use AI to structure content, gather angles, and create outlines but human writers add insights, stories, and data.

2. Training internal GPTs on proprietary knowledge
Example: A fintech blog that trained GPT on 500+ internal whitepapers now creates deeply accurate explainers at scale.

3. Building brand-first SEO
Instead of chasing keywords, they publish point-of-view content that also happens to rank because it gets shared, bookmarked, and cited.

“If you’re relying on AI to ‘write for Google,’ you’ve already lost. The best content doesn’t game the system. It builds trust.”
— Anjali Rao, Head of Content, Series B SaaS

What Still Works in 2025 (And Probably Will in 2026)

Original data and first-hand interviews
Expert commentary embedded into SEO pieces
Tight clusters and deep topical coverage
Custom visuals and graphics over stock AI art
Content designed for reader satisfaction, not word count

One underused tactic:
Creating a “source of truth” page that everyone in your niche links to and then spinning satellite posts around it. Create an ecosystem, not just articles.