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Google September 2023 Update: EAT, Third-Party Content and AI. [Helpful Content Update]

Google Update September 2023: EAT, Third Party Content, AI Content / ChatGPT

How Google’s recent updates impact SEO and what it means for your business

Search engine optimization (SEO) is crucial for any business wanting to establish a strong online presence. Google, the world’s leading search engine, has recently made two significant updates that will affect your business’s SEO strategy. We provided an insightful breakdown of these updates and their implications for businesses.

Crackdown on Third-Party Content

The first of the two major updates involves Google cracking down on third-party content hosted on websites with high domain authority. In the past, many businesses collaborated with media owners to host their content on reputable sites like Forbes and Marketwatch. This practice became prevalent as industry experts started relying on these high domain authority sites. However, Google has now caught up with this trend and is penalizing sites for hosting third-party content.

This is a positive development for small business owners who may not have the high domain authority enjoyed by larger competitors. It means that Expertise, Authoritativeness, and Trustworthiness (E-A-T) are now more critical than domain authority. Businesses must focus on improving their E-A-T, not only on their website but also on their profiles on third-party news sites.

Reversal on AI Content

The second significant update involves a reversal in Google’s stance on AI-generated content. Previously, Google did not favor content generated using artificial intelligence. However, they have now backpedaled on this stance. If businesses can produce valuable content using advanced AI prompting and human editing, their content will rank higher in search results. On the other hand, if businesses do not use advanced prompting and human editing, the content will leave an undesirable trail that is enjoyable for both readers and search engines, resulting in penalties.

Implications for Businesses

These updates have several implications for businesses. Firstly, it means that businesses should focus on improving their E-A-T rather than relying on high domain authority sites to host their content. This is a crucial development as it levels the playing field for smaller businesses.

Secondly, businesses can now confidently use AI to generate content for their websites, provided they use advanced prompting and human editing. This development is significant as AI-generated content can help businesses increase their digital footprint and improve their SEO strategy.

Adapting Your Strategy

To make the most of these updates, businesses should focus on improving their E-A-T and using AI responsibly for both on-site and off-site content. We can assist businesses in achieving this by helping them get their profiles on Google News approved sites and using advanced prompting for AI-generated content. See the unlimited access PR pass for more.

Additionally, site speed is a crucial factor for SEO. Sitetrail offers the fastest WordPress hosting plans that include speed optimizations, plugins, configurations, and super-fast servers that outperform anything in the market. These hosting plans also include various advanced features like an SEO dashboard with a rank math report, Google Ads pay-per-click management, an affiliate management system, and unlimited press releases.


Google’s recent updates are good news for businesses, as they level the playing field and allow for the responsible use of AI-generated content. By focusing on improving E-A-T, using AI responsibly, and optimizing site speed, businesses can capitalize on these updates and enhance their SEO strategy.

If you need assistance adapting to these changes, consider using the services offered by Sitetrail. Visit their website for more information, and if you have any questions or want to schedule a call before ordering, you can do so via the website. Thank you!

Note: This article includes a summary of a video by Sitetrail. For a complete understanding of the services offered and how they can help your business, it is recommended to watch the video and visit our website.

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Adriaan Brits

Adriaan Brits is the CEO of He works with clients around the world on digital marketing strategy and PR. When it comes to scaling a business, he is one of the top 10 consultants with the biggest media list globally.

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