Trascrizione completa di [99] Does AI-Generated Content Hurt SEO? The answer for Squarespace users, and well, everyone.

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WEBVTT 00:00:00.080 --> 00:00:10.320 If you have ever used AI to create something for your website, even Squarespace's AI generated content, there's a very good chance that you've wondered if Google can tell. 00:00:10.560 --> 00:00:18.160 You've probably also wondered if this will have any impact on the way that you rank in search engines or in AI results. 00:00:18.399 --> 00:00:27.039 In this episode of Think Inside the Square, I'm going to clear this up because there is a lot of dramatic advice floating around the internet about AI generated content. 00:00:27.120 --> 00:00:32.320 And my answer that I'm going to share with you today is much more useful than AI is bad or AI is fine. 00:00:32.479 --> 00:00:34.560 Because the truth is, it's a gray area. 00:00:34.719 --> 00:00:40.240 And AI generated content does not automatically hurt your Squarespace SEO. 00:00:40.560 --> 00:00:44.799 But unreviewed AI generated content absolutely can. 00:00:44.960 --> 00:00:47.280 And we're not just talking about words on the page. 00:00:47.439 --> 00:00:49.280 I'm talking about code too. 00:00:49.600 --> 00:00:59.759 AI can write a blog post, it can write a page title, it can give you an SEO description, come up with some alt text, which is one of the Squarespace AI features that a lot of people have used. 00:01:00.000 --> 00:01:07.439 AI can write a product description and a terrifyingly enthusiastic about page that can use the phrase passionate six different times. 00:01:07.680 --> 00:01:13.920 But AI can also write CSS and JavaScript and any other code that you paste right into Squarespace. 00:01:14.079 --> 00:01:17.439 So the important question is not, did AI make this? 00:01:17.680 --> 00:01:23.439 The important question is, what did I actually publish and how is it uniquely mine? 00:01:23.680 --> 00:01:32.000 In this episode, we'll look at that in three parts the words that AI writes, the code that AI writes, and the Squarespace setup surrounding both of them. 00:01:32.159 --> 00:01:39.359 And stick with me here because the third part is where I think a lot of us Squarespacers are making SEO way more complicated than it needs to be. 00:01:39.599 --> 00:01:41.680 I'm Becca from Inside the Square. 00:01:41.840 --> 00:01:47.599 Welcome to my podcast, Think Inside the Square, where I share tips and tricks to help you create a website that you're proud of. 00:01:47.760 --> 00:01:57.840 For a transcript of this episode, along with the links to the resources and sources of this information I'll be sharing with you today, visit insythesquare.co forward slash podcast. 00:01:58.079 --> 00:02:02.719 I also need to mention that the term Squarespace is a trademark of Squarespace Incorporated. 00:02:02.959 --> 00:02:07.359 This content is not affiliated with or endorsed by Squarespace Incorporated. 00:02:07.519 --> 00:02:13.759 This is just shared as my opinion and my research as a Squarespace designer, using Squarespace right alongside you. 00:02:14.000 --> 00:02:17.759 All right, my friend, let's get into it and start with the big fear. 00:02:18.000 --> 00:02:23.199 Google penalizing our website ranking because of AI generated content. 00:02:23.439 --> 00:02:26.960 Google's current guidance is actually pretty straightforward. 00:02:27.199 --> 00:02:29.919 Now they're never clear about the entire algorithm. 00:02:30.080 --> 00:02:33.280 That's their secret sauce recipe, and they're never going to give that away. 00:02:33.360 --> 00:02:36.400 But they do give us some important details that we can use. 00:02:36.639 --> 00:02:42.639 Their ranking systems are designed to prioritize helpful, reliable, people-first content. 00:02:42.879 --> 00:02:44.479 It makes sense when you think about it. 00:02:44.639 --> 00:02:51.280 If you want people to use Google to find information, you better make sure they consistently get good information. 00:02:51.599 --> 00:02:58.800 Having a robust algorithm that gets people the answer they need as quickly as possible, that's what Google has always been designed to do. 00:02:59.039 --> 00:03:06.960 Now, Google themselves specifically state that generative AI can be useful for things like research and adding structure to original content. 00:03:07.199 --> 00:03:17.039 What they do not want is a website using automation to just pump out a large amount of low-value content just to manipulate search engine rankings. 00:03:17.520 --> 00:03:21.120 This has been their stance since before AI was even a thing. 00:03:21.280 --> 00:03:32.159 There used to be different content farms out there where you could hire people to write a bunch of nearly nonsense articles just to stuff keywords onto a website, and that was considered a very bad tactic. 00:03:32.319 --> 00:03:36.400 And part of the reason that Google created specific algorithm updates. 00:03:36.560 --> 00:03:44.240 So again, Google doesn't want you to create AI to pump out a large amount of low-value content just to rank higher in search. 00:03:44.479 --> 00:03:56.960 So the problem isn't that a robot touched a paragraph, the problem is publishing 50 bland articles because someone told you that every service you offer on your website needs to have a best service in every suburb near me page. 00:03:57.199 --> 00:04:05.919 Now this matters a lot for the Squarespace do-it-yourselfers and designers because AI has removed the friction from creating content. 00:04:06.159 --> 00:04:13.120 A few years ago, if you wanted 20 new SEO pages, you had to sit there and write 20 pages or pay someone else to do it. 00:04:13.439 --> 00:04:18.720 That was usually an annoying enough task to make you stop and ask whether you really needed them. 00:04:18.959 --> 00:04:23.360 Now you can just type one prompt and have 20 drafts before your coffee gets cold. 00:04:23.519 --> 00:04:29.199 That speed is useful, but it makes it way too easy to publish things that nobody needs. 00:04:29.360 --> 00:04:36.399 So here's the test I want you to use before you

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publish anything on your Squarespace website, generated by AI or by you. 00:04:36.639 --> 00:04:38.639 The first thing is accuracy. 00:04:38.879 --> 00:04:46.480 Squarespace itself tells you to carefully review AI-generated text because it's not always accurate or appropriate for your needs. 00:04:46.720 --> 00:04:53.199 AI can invent stats that don't exist or a service that you don't offer, so it's up to you to make sure your information's accurate. 00:04:53.360 --> 00:04:55.360 And that applies to stuff you write yourself. 00:04:55.519 --> 00:04:58.480 Make sure that the information you're sharing isn't outdated. 00:04:58.720 --> 00:05:04.000 A lot of the stuff that I used to share about Squarespace was related to the content behind the scenes. 00:05:04.240 --> 00:05:07.839 Squarespace has changed a lot of features and a lot of functionality. 00:05:08.000 --> 00:05:12.639 So some of my old blog articles, they need to be retired because they're not accurate anymore. 00:05:12.800 --> 00:05:18.879 So AI generated or generated by you, make sure the content you're about to publish is genuinely true. 00:05:19.120 --> 00:05:24.000 Now the second thing I want you to think about is is it original enough to be useful? 00:05:24.240 --> 00:05:28.720 The same or similar content for different users depending on the prompt. 00:05:29.279 --> 00:05:36.720 The AI tools we all have access to can generate the same or similar content for different users depending on the prompt. 00:05:36.959 --> 00:05:39.839 And this is where the internet starts to get beige. 00:05:40.000 --> 00:05:45.199 Every wedding photographer has a paragraph saying, your love story is unique and your photo should be too. 00:05:45.439 --> 00:05:48.720 Nobody's technically lied, but nobody's learned anything either. 00:05:48.879 --> 00:05:52.959 And it gets boring to say the same thing over and over and over. 00:05:53.360 --> 00:05:55.920 We want to know the thing that only you know. 00:05:56.079 --> 00:05:58.319 We want to hear it in your voice. 00:05:58.560 --> 00:06:01.519 The unique things that make your content worth finding. 00:06:01.680 --> 00:06:12.959 One of my favorite techniques to make sure that my content is always original and useful is that I will use AI to generate an outline or some key talking points, but I fill in the rest. 00:06:13.120 --> 00:06:15.439 I make sure that things resonate in my voice. 00:06:15.519 --> 00:06:20.560 And you can tell right now, as I'm saying this on this podcast, because I'm not reading this off of a screen. 00:06:20.800 --> 00:06:27.360 What I'm looking at on my screen right now is the number two and the text that says, is it original enough to be useful? 00:06:27.600 --> 00:06:34.399 Everything I'm sharing with you is based off of that idea, but it's my own thoughts, my own unique take on this specific topic. 00:06:34.560 --> 00:06:41.360 And I think that level of authenticity is something we cannot lose in this new age of AI-generated content. 00:06:41.600 --> 00:06:49.120 We can use AI as a tool, it can help give us ideas, but we need to add our own authentic spin on the content itself. 00:06:49.360 --> 00:06:52.000 Now, the next thing on my screen here is number three. 00:06:52.240 --> 00:06:54.399 Does the content answer the question? 00:06:54.639 --> 00:07:01.199 You've got to think about everything you publish on your website that you want to rank in search engines as something that should answer a question. 00:07:01.360 --> 00:07:07.040 Don't worry about things like word count or how often you repeat a specific keyword in the content. 00:07:07.279 --> 00:07:18.480 If someone Googles how to set up a redirect on Squarespace and lands on my article, I want them to read that article and truly understand that yes, you can set up a redirect in Squarespace. 00:07:18.639 --> 00:07:23.680 Here are the steps of how to do it, and here's additional information you need about redirects. 00:07:23.920 --> 00:07:26.160 That is exactly what Google is looking for. 00:07:26.319 --> 00:07:29.920 So my rule for AI copy on your Squarespace website is simple. 00:07:30.160 --> 00:07:33.279 Use AI to help you apply your own creativity. 00:07:33.439 --> 00:07:37.600 Don't let it replace the expertise that makes the page worth finding. 00:07:37.759 --> 00:07:40.879 Use AI for ideas and for outlines. 00:07:41.040 --> 00:07:50.319 And one of my favorite tricks is after you write an article and you're not sure if you really hit the point, run it through AI and ask it to tell you what it actually thinks. 00:07:50.560 --> 00:07:53.519 Give it a one to two sentence summary about what you wrote. 00:07:53.680 --> 00:07:59.519 If that one to two sentence summary truly does encompass what you were trying to convey, you did a great job. 00:07:59.759 --> 00:08:03.279 Or maybe it missed the mark and you need to go back to the drawing board. 00:08:03.439 --> 00:08:11.199 Again, use AI as the tool that it is to help us create unique content, but never let it replace your own unique expertise. 00:08:11.439 --> 00:08:19.439 Now let's get to my favorite nerdy little corner of the internet and talk about some custom code, specifically AI-generated code. 00:08:19.759 --> 00:08:28.079 This is where we need to be especially careful because code does more than change how the website looks, it changes how it works. 00:08:28.399 --> 00:08:34.720 Talking about SEO specifically, Squarespace does a lot of the technical SEO foundation for us automatically. 00:08:34.879 --> 00:08:47.919 They generate structured data for things like blog posts and products and events, and they also give us the ability to add custom metadata to individual pages and products and lots of neat features built right into Squarespace. 00:08:48.080 --> 00:09:01.759 So if AI immediately gives you a giant chunk of code and says you need to put this in the header of your Squarespace website or an individual page, don't panic and don't just copy and paste that code

because AI told you to. 00:09:02.080 --> 00:09:08.080 More code does not automatically mean that you'll rank higher in search results or in AI answers. 00:09:08.320 --> 00:09:17.200 Yes, sometimes it can help, but it is not a quick fix and it is not a solution that's going to skyrocket your ranking for some obscure term. 00:09:17.679 --> 00:09:19.519 So let's talk about this a little bit more. 00:09:19.679 --> 00:09:26.480 I want to talk about the three things that I check before publishing any AI-generated code on a Squarespace website. 00:09:26.720 --> 00:09:30.240 The first is what is the code actually changing? 00:09:30.480 --> 00:09:33.919 CSS is a code language that changes the style of a website. 00:09:34.000 --> 00:09:42.320 And if you use AI to put custom CSS on your website, chances are you're just making it look a little bit better, like changing the color of a button on a hover. 00:09:42.399 --> 00:09:43.519 That's one of my favorites. 00:09:43.759 --> 00:09:54.799 But if you use AI to generate something like JavaScript that could change the content that's actually displayed based on user interaction, that is where we can start to hit some real issues. 00:09:55.039 --> 00:10:06.159 Anything that's going to hide or reveal content based on user activity, show something that's different to a user than what Google might see behind the scenes, that is a red flag. 00:10:06.399 --> 00:10:08.559 So that brings me to my second question. 00:10:08.720 --> 00:10:10.799 What does the visitor experience? 00:10:10.960 --> 00:10:22.960 The code that AI gives you might look amazing on your own computer, but is it going to work within the responsive system that Squarespace is built off of on a larger monitor or a tablet or a mobile device? 00:10:23.200 --> 00:10:26.639 Can you use a keyboard to navigate through the content? 00:10:26.879 --> 00:10:33.120 Or does it even delay the actual content, making some weird flash or jump while the page loads? 00:10:33.440 --> 00:10:38.159 And it's so important to ask if it might break if Squarespace updates something. 00:10:38.399 --> 00:10:48.879 Now, Squarespace is very clear that custom code falls outside its support scope and it can't guarantee full compatibility with responsive design or future platform updates. 00:10:49.039 --> 00:10:52.399 But that doesn't mean that we should never use custom code. 00:10:52.639 --> 00:10:57.200 It means that it's our responsibility to keep an eye on it and make sure it works. 00:10:57.519 --> 00:11:01.200 AI can write the code, but it's not responsible for the result. 00:11:01.600 --> 00:11:02.720 That's our job. 00:11:02.960 --> 00:11:09.360 So if you're going to add custom code to Squarespace, make sure that the visitor experience is still a good one. 00:11:09.519 --> 00:11:15.120 Something that's easy to understand, easy to navigate, and serves everyone visiting your website. 00:11:15.360 --> 00:11:25.519 Now, one more thing I want to mention here, the third point about

adding custom code, is make sure that your custom code isn't solving a problem that Squarespace already has a solution for. 00:11:25.679 --> 00:11:29.440 If you need to add alt text to an image, Squarespace supports that. 00:11:29.600 --> 00:11:35.200 If you need to redirect a page after changing a URL slug, Squarespace has URL mappings. 00:11:35.440 --> 00:11:40.559 If you need structured data for a product, Squarespace already generates product schema. 00:11:40.799 --> 00:11:45.440 Don't install code that is going to do what Squarespace is already designed to do. 00:11:45.600 --> 00:11:52.320 Now if you're not sure where a setting or a feature is or if Squarespace can actually do the thing you're trying to do, you can always ask. 00:11:52.559 --> 00:11:58.320 Chat with customers support, search the support documents, or even post in the online Squarespace forum. 00:11:58.480 --> 00:11:59.360 Or ask me. 00:11:59.519 --> 00:12:00.879 My inbox is always open. 00:12:01.039 --> 00:12:03.360 Hello at inside the square.co. 00:12:03.600 --> 00:12:09.360 Let's make sure that you are not duplicating the work that Squarespace does, because that is not a good use of your time. 00:12:09.519 --> 00:12:18.559 It is not a good use of AI, and creating redundant content or a jumbled mess of code that you just don't need, that could eventually hurt your SEO. 00:12:18.799 --> 00:12:25.200 Now I have a lot more thoughts about AI-generated code for Squarespace, but I don't want to go down that rabbit hole today. 00:12:25.360 --> 00:12:28.320 I've got to stay focused going back to my outline here. 00:12:28.480 --> 00:12:31.840 Let's talk about the part that I think matters the most right now. 00:12:32.080 --> 00:12:37.360 Your Squarespace website isn't just being read by traditional Google search bots anymore. 00:12:37.600 --> 00:12:48.399 It now has guidance specifically for AI-powered search engines and different tools, and it has features for tracking AI visibility along with controls for known AI crawlers. 00:12:48.639 --> 00:12:57.360 Suddenly, those of us in the Squarespace universe are hearing terms like GEO, AEO, AI visibility, crawlers, LLMs.txt. 00:12:58.080 --> 00:13:04.960 And I'm sure that hearing that, you might think you need a second graduate degree just to publish a service page, but you don't, okay? 00:13:05.200 --> 00:13:08.399 Basic Squarespace SEO work still matters. 00:13:08.639 --> 00:13:22.159 Clear page titles, useful headings, readable URLs, accurate SEO descriptions, descriptive alt text, internal links where they genuinely help, fast, mobile-friendly pages, a site structure that makes sense. 00:13:22.399 --> 00:13:26.799 All of that matters to all of the different ways that we now discover information. 00:13:27.039 --> 00:13:35.440 Squarespace's own AI search guidance says that many of the same SEO strategies we've used in the past still apply to AI-powered search. 00:13:35.600 --> 00:13:38.639 And Google's current guidance basically says

the same thing. 00:13:38.799 --> 00:13:44.000 We don't need to create a giant separate universe of pages for every possible AI query. 00:13:44.159 --> 00:13:52.159 That actually brings us back to one of the first points I mentioned, creating a ton of pages just to manipulate rankings or even generative AI responses. 00:13:52.320 --> 00:13:56.159 That is some red flag territory that can definitely hurt your SEO. 00:13:56.399 --> 00:14:01.200 You need to make sure that your content serves a purpose and it answers questions that people are asking. 00:14:01.360 --> 00:14:06.559 But having AI generate 50 pages of fluff, that is not going to get you higher in search results. 00:14:06.879 --> 00:14:10.080 One last thing about all that technical stuff before I wrap this up, okay? 00:14:10.240 --> 00:14:16.559 There have been a lot of murmurings out there about the LLMS.txt option in Squarespace. 00:14:16.720 --> 00:14:22.320 If you've heard about that or wondered whether it's the secret switch for getting into Google's AI results, it isn't. 00:14:22.480 --> 00:14:24.240 There is no secret magic button. 00:14:24.399 --> 00:14:32.879 But to be clear, Squarespace does now let anyone using a 7.1 site upload or create an LLMS.txt file. 00:14:33.279 --> 00:14:43.600 Google specifically clarified in June 2026 that that particular file is not needed for Google search and will not positively or negatively affect your visibility or rankings. 00:14:43.840 --> 00:14:54.159 It can definitely be useful for other systems, and I think it's a great idea to create one, but it's not a magic button that's going to skyrocket your site to the top of ranks, which is frankly good news. 00:14:54.240 --> 00:15:02.320 It's not necessarily something you need to put on your to-do list right now, but I do have some resources in the show notes for this episode if you want to look into that for your website. 00:15:02.720 --> 00:15:06.399 To be clear, this is just on websites built on version 7.1. 00:15:06.559 --> 00:15:09.200 This doesn't apply to older sites built with version 7. 00:15:09.440 --> 00:15:11.279 All right, enough with the technical. 00:15:11.360 --> 00:15:13.679 Let's get back to the core of this episode. 00:15:13.840 --> 00:15:17.360 Will AI generated content hurt your Squarespace SEO? 00:15:17.600 --> 00:15:23.919 The truth is that AI will not automatically hurt your SEO just because AI created the content. 00:15:24.080 --> 00:15:28.320 But AI can help you create bad SEO decisions much faster. 00:15:28.480 --> 00:15:40.000 They can help you publish generic pages faster, they can help you publish errors, they can help you add unnecessary code, it can help you accidentally replace built-in features with fragile custom solutions. 00:15:40.159 --> 00:15:43.039 And that is not the kind of quality that we need to put out here. 00:15:43.200 --> 00:15:59.519 Before you publish anything, make sure you can verify the information, make sure the content's actually useful, make sure that what you're creating isn't already done by Squarespace, make sure that it works within the Squarespace program itself and doesn't break functionality that's already there. 00:15:59.759 --> 00:16:02.559 And make sure that it has your own unique style. 00:16:02.799 --> 00:16:09.519 Can you use AI to optimize a title for search engines, write a blog post summary, or create an SEO description? 00:16:09.840 --> 00:16:11.200 You absolutely can. 00:16:11.440 --> 00:16:21.200 But make sure you're looking at the result from the visitor side instead of just admiring the fact that AI generated something for you that was probably faster than you generating it yourself. 00:16:21.440 --> 00:16:32.399 So use AI to brainstorm, use AI to outline, use it to rewrite the sentence that you've stared at for 45 minutes because apparently the phrase book a consultation is everyone's favorite phrase. 00:16:32.639 --> 00:16:34.559 Use AI to help you write code. 00:16:34.720 --> 00:16:44.960 But before anything goes live on your Squarespace website, you are the editor, you are the tester, and ultimately, you are the person responsible for the experience. 00:16:45.279 --> 00:16:47.120 AI can generate the draft. 00:16:47.360 --> 00:16:49.519 You decide what deserves to be published. 00:16:49.759 --> 00:16:58.559 And yes, the idea for this episode came from hanging out with my friend Claude and working on some podcast ideas for me here at Think Inside the Square. 00:16:58.720 --> 00:17:01.200 I'm Becca from insidesquare.co. 00:17:01.360 --> 00:17:04.079 I'd love to talk about all things Squarespace, and I want to hear from you. 00:17:04.319 --> 00:17:06.480 If you enjoyed this episode, give it a like. 00:17:06.640 --> 00:17:11.039 Be sure to follow my podcast because I post a brand new episode every single week. 00:17:11.119 --> 00:17:12.799 And hang out with me on my email list. 00:17:12.880 --> 00:17:15.680 I share tips and tricks about Squarespace and I'd love to see you there. 00:17:15.839 --> 00:17:18.480 You can learn more about me at insidesquare.co. 00:17:18.559 --> 00:17:26.880 And for a transcript of this episode, along with some links to the resources that I mentioned here in this episode, visit insethsquare.co forward slash podcast. 00:17:27.039 --> 00:17:28.559 Thank you so much for tuning in. 00:17:28.640 --> 00:17:31.839 And most importantly, have fun with your Squarespace website. 00:17:32.000 --> 00:17:32.960 Bye for now.

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