The question of whether to rewrite all your blog posts for Google AI is a common one for Australian SMEs right now. The short answer is: probably not all of them. Google’s AI, particularly its evolving search experience, is placing a much greater emphasis on helpful, comprehensive content. However, a complete overhaul is rarely necessary – and often a waste of valuable marketing resources. We need to be strategic about where we focus our efforts.
Instead of a blanket rewrite, we recommend a tiered approach. Think of your blog content as existing on a spectrum of usefulness to Google’s AI. Some posts will be perfectly fine with minor tweaks, while others will need significant work. Here’s what we’re seeing as crucial:
- Content Depth: Google AI favours content that thoroughly covers a topic. If a post is thin – say, under 500 words and lacking detail – it’s a prime candidate for expansion. Think about adding FAQs, examples, and related information.
- User Intent Alignment: Is your post *actually* answering the question someone types into Google? AI is getting better at understanding searcher intent. If your content doesn’t directly address that intent, it will struggle to rank.
- Freshness & Data: AI likes current information. Posts with outdated statistics or advice should be updated. Adding recent data and insights demonstrates ongoing relevance.
- E-E-A-T Signals: While not new, Google’s emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) is amplified with AI. Ensure your content is written by knowledgeable sources and clearly demonstrates credibility.
Don’t fall into the trap of rewriting everything ‘just in case’. We suggest conducting a content audit. Identify your top 20% of performing blog posts – these likely require minimal attention. Then, focus on the bottom 80%, prioritising those that address high-volume keywords but currently underperform. Use tools like Google Search Console to identify opportunities.
The goal isn’t to create content *for* AI, but content that genuinely helps your audience. When you do that, Google’s AI will naturally recognise and reward it. Your next step should be a simple content audit to identify which posts need attention, and then a plan to either update, expand, or consolidate those pieces.
