Recently, Google posted a poll on social media asking users how they would use their new AI model, Gemini, for SEO.
The poll asked questions about using AI for keyword optimization, content creation, and meta titles, among other tasks.
At first glance, it seemed like Google was trying to push AI as a must-have for search engine optimization. But the whole thing sparked a lot of backlash from the SEO community—and honestly, I’m not surprised.
The post was deleted shortly after, which tells me Google realized they’d hit a nerve.
What Happened?
On September 11, 2024, Google Small Business threw up a poll on X (formerly known as Twitter), asking SEO professionals which tasks they’d use Gemini AI for.
The options included keyword optimization, content creation, meta descriptions, and “other,” where users could add their own responses.
Not many people engaged—around 600 votes—but those who did quickly shared concerns. The post stayed up for about a week before Google took it down without much explanation.
You might be wondering why Google would delete a simple poll. Well, the backlash from the SEO community was intense, and rightfully so.
Google removed the poll about using Gemini for SEO purposes – wow – details at https://t.co/JZ3WBWg8kA https://t.co/ATagf5lZ9U
— Barry Schwartz (@rustybrick) September 16, 2024
A lot of experts immediately voiced their concerns about using AI for SEO—especially in the ways Google was suggesting.
Experts Spoke Up—and They Didn’t Hold Back
Let’s start with some of the big voices who chimed in.
First, there’s Lily Ray. Her response was short and to the point: “This is preposterous. Read the room.” And honestly, she’s right.
This is preposterous. Read the room.
— Lily Ray 😏 (@lilyraynyc) September 12, 2024
It’s almost like Google didn’t consider the audience they were speaking to. SEOs know the importance of quality content, and pushing AI for tasks that are so deeply rooted in human creativity and understanding feels out of touch.
Lily’s comment highlighted something a lot of us feel—Google’s push for AI-driven SEO just doesn’t sit right, especially when we’re all working hard to meet the demands of E-A-T (Expertise, Authoritativeness, and Trustworthiness) in SEO.
Adam Riemer, who’s been in the SEO and marketing game for a long time, said something that really struck a chord with me.
To not use AI tools like Gemini to optimize. It works against the local business’s best interest. Local businesses know their community and their customers, AI doesn’t. The local business can create the proper experience that also aligns with their brand and community values.
— Adam Riemer (@rollerblader) September 13, 2024
He pointed out that AI tools like Gemini are a bad fit for local businesses.
His reasoning? Local businesses know their customers and communities in ways that AI just can’t replicate.
AI might be great at crunching data, but it doesn’t understand the human side of things—how local businesses cater to unique customer needs or create personalized experiences.
As Riemer put it, relying on AI could actually work against the best interests of small, local businesses, and I couldn’t agree more.
Kristine Schachinger, another well-known SEO strategist, took it a step further. She didn’t mince words when she said that large language models (LLMs) like Gemini aren’t equipped to handle complex SEO tasks effectively.
Large language models are not equipped to do anything in this list well or at all. Do you not know this? If you don’t know this you should go talk to you or AI team. Also Google penalizes AI content, not by identifying AI but the characteristics in AI content are considered low…
— Kristine (@schachin on Threads) 🇺🇦 (@schachin) September 13, 2024
And, honestly, she’s right. If AI can’t really deliver on the tasks in that poll, why push it? Kristine even suggested that Google’s own AI team should know this, and she hinted that promoting AI in this way was borderline malpractice. Ouch.
Then there was Pedro Dias, who used to work on Google’s search quality team.
Please no. Someone stop with these nonsensical takes. Talk with your internal webmaster comms team before posting this kind of advice
— Pedro Dias (@pedrodias) September 12, 2024
Pedro basically called out Google, saying that this advice didn’t seem to come from the same place as their usual SEO recommendations. He urged Google to check in with their internal experts before sharing advice that could mislead businesses.
All of this raises the question: If all these experts—people with years of experience—are saying AI isn’t ready for these tasks, why did Google even put that poll up in the first place?
Why I Think Google Pulled the Poll
Here’s the thing: Google didn’t offer a public explanation for deleting the poll, but we can take an educated guess. One big reason could be that the poll didn’t align with Google’s own SEO guidelines.
Over the years, Google has made it clear that AI-generated content can be risky. They’ve warned businesses that if they use AI to churn out low-quality or irrelevant content, they could get penalized in search rankings. John Mueller and Gary Illyes from Google’s search team have been pretty vocal about this.
And the advice in that poll? It was basically encouraging people to do exactly what Google’s SEO guidelines have said not to do. It feels like someone in Google’s Small Business team dropped the ball by posting that, and the deletion tells me that Google realized they had to cut their losses before the damage got worse.
The Problem with AI for SEO
AI is having its moment right now—there’s no doubt about that. Tools like Gemini, Bard, and even ChatGPT are making waves across industries. But when it comes to SEO, I’m cautious, and you should be too.
A lot of people, myself included, believe that AI can’t fully replace the human touch in SEO.
Sure, it can help with data-driven tasks like keyword research, but when it comes to understanding context, intent, and the emotional side of what customers want, AI falls flat. This is especially true in local SEO, where businesses thrive on personal connections and understanding their unique audience.
While Google doesn’t explicitly punish content just because it’s AI-generated, it does go after content that feels robotic, generic, or irrelevant. If businesses take Google’s advice and start flooding the web with AI-created content, they could find themselves in hot water.
Google’s Love-Hate Relationship with AI Content
This isn’t the first time Google has stirred up controversy when it comes to AI and SEO.
For years, they’ve warned against using AI to manipulate search rankings. They’ve said time and time again that quality matters more than quantity, and that content should focus on providing real value to users.
So, for Google to suddenly suggest that AI tools like Gemini could be used for SEO felt like a U-turn.
In fact, Google’s algorithms have become better at detecting and rewarding high-quality, original content. This means that if businesses rely too heavily on AI-generated material, they risk being penalized—not for using AI, but for creating low-quality content.
It’s a tricky balance, and it’s one that most businesses aren’t equipped to handle without expert guidance.
What’s Next?
The fact that Google pulled the poll tells me they’re probably rethinking their approach to AI in SEO.
AI will keep evolving, and I believe it’ll play an even bigger role in marketing and content creation.
But Google’s poll deletion shows they know they need to be careful about how they present AI to businesses, especially small ones.
I expect we’ll see Google offer more guidance on how AI can complement human efforts rather than replace them. They might also refine Gemini and other AI tools to better align with SEO best practices, but that’s going to take time.
Meanwhile, businesses should tread lightly and focus on creating content that truly connects with their audience.
What You Should Do
Here’s where I stand:
AI is a tool, not a solution. Use it to assist with tasks like data analysis or drafting, but don’t let it do all the heavy lifting. Your audience wants to hear from you—not from a machine.
Follow Google’s SEO guidelines closely. AI or not, if you’re creating low-quality content just to rank, it’ll backfire. Make sure your content serves a real purpose and provides value.
Local businesses, stay human. Focus on what makes your brand and community unique. AI can’t replicate that personal connection.
Experiment with AI—but carefully. Test it out for smaller tasks, but review everything with a human eye before publishing. AI is only as good as the oversight it gets.
Prioritize quality over quantity. Sure, AI can generate a ton of content in no time, but what’s the point if that content isn’t engaging or valuable? Stick to what works—high-quality, targeted content.
Key Takeaways
- Google posted, then deleted, a poll on using Gemini AI for SEO after experts heavily criticized it.
- Experts warned that AI-generated content could hurt businesses by leading to penalties or low-quality output.
- Local SEO is especially difficult for AI to handle because of the human, community-focused elements involved.
- Google’s deletion suggests they’re aware of the risks of promoting AI in SEO without proper guidelines.
- Use AI with caution—it should complement, not replace, your SEO strategy.
Zulekha
AuthorZulekha is an emerging leader in the content marketing industry from India. She began her career in 2019 as a freelancer and, with over five years of experience, has made a significant impact in content writing. Recognized for her innovative approaches, deep knowledge of SEO, and exceptional storytelling skills, she continues to set new standards in the field. Her keen interest in news and current events, which started during an internship with The New Indian Express, further enriches her content. As an author and continuous learner, she has transformed numerous websites and digital marketing companies with customized content writing and marketing strategies.