Google’s New “Help Me Write” Tool Explained


Google has released an experimental functionality, which helps you generate content through the power of Generative AI. 

Does it really help marketers or is it just another AI gimmick?

What is Google’s new tool “Help Me Write”?

Google’s “Help Me Write” helps you craft content online. To use it, you can turn the functionality on in Chrome. Driven by Gemini models, the new feature can help you begin writing or refine something you’ve already crafted.

“Help Me Write” has a way to understand the context of a webpage you’re viewing by digesting the information and then suggesting relevant content.

It has requirements to meet before being usable, including:

  • You must be 18 and reside in the U.S.
  • Users need to have English as the language for their Chrome browser.
  • You have to sign into your Google account.
  • Finally, you must turn on “Make searches and browsing better” and “Experimental AI.”

Why should SEO-ers care

Innovation has the potential to disrupt the content landscape and we’ve already seen a rush of tools in the market. With all this saturation, will humans forget how to write? Will search rankings now be the battle of the bots?

Everywhere we turn, you can “improve” or “rewrite” content with AI. So, what are the implications for search engine optimization (SEO)?

The pillars of SEO have forever been unique, relevant, high-quality content. It’s unlikely that Google “Help Me Write” will create this kind of engaging writing.

However, it has some practical applications for writers using it that align with SEO best practices:

  • It may suggest keywords not currently on your radar from the topic prompt
  • Since it has tone as an attribute, “Help Me Write” could deliver some feedback on clarity
  • It’s another option to proofread content and address grammar or punctuation errors

This AI tool has the potential to augment human intelligence and writing skills. Proceed with caution and always:

  • Fact-check anything it creates
  • Prioritize its use for research and draft purposes 
  • Input specific prompts for an output with value
  • Keep quality and uniqueness in mind

Another concern, as with any AI tool, would be that it uses data already on websites that are crawled by Google. So, the content it produces may be slightly altered versions, which Google may label duplicative.

Google has the desire to deliver the “best” content to its users, and AI-generated content is unlikely to fit the mold. Remember that Google has a framework called E-E-A-T (expertise, experience, authoritativeness, and trustworthiness).

AI writing tools have too many gaps, inaccuracies and lack of creativity to achieve high E-E-A-T scores.

How to turn on Experimental AI

Begin by browsing as usual and landing on a website. 

Once there, right-click on an open text field. Highlight the text and right-click on it to rewrite it. 

Next, select “Help me write” and enter your prompt. A prompt can be:

  • A phrase
  • Question
  • Instruction
  • Sentence

Next, select “create” and edit the responses by:

  • Using “Retry” to get another answer
  • Changing the length and tone

The feature can “learn” by rating the answer. If you have rated it a thumbs down, submit feedback on why it didn’t hit the mark.

Writing suggestions with “Help Me Write”

If you have an interest in seeing how Google “Help Me Write” can benefit you, consider these prompt examples.

Example 1: You’re writing a blog about the best restaurants in Chicago.

Chicago has no shortage of great eateries, and you don’t have the time to visit websites or places of business. After doing some initial research, you decide to draft prompts, such as:

  • “Restaurants in Chicago with the highest customer ratings”
  • “Chicago restaurants with awards for their menu”
  • “Chicago restaurants that locals (or visitors) love”

You can gain a lot of research-based information from these prompts to draft your article.

Example 2: You have email copy for a cold lead segment but want to refine it.

You have a draft for this new email campaign but think it could be better. You decide to submit what you have along with prompts that are specific to:

  • The tone you want to convey (e.g., excited, energetic)
  • The length
  • Defining the target market
  • The desired outcome from the email exchange, like the CTAs you might use

Example 3: Creating a pitch to send to an editorial committee for an article

You’d like to get your company featured in an article by a third party that influences your industry. You can submit prompt details to include:

  • The publication’s style guide
  • The topic
  • Your audience
  • Current pain points related to the subject

Google “Help Me Write” works decently well for short-form writing. You may have to keep retrying and adding more information to your prompts before you’re satisfied. Don’t use what the AI tool gives you verbatim. Take the time to personalize and refine it.

Will “Help Me Write” help you?

Generative AI continues to be a potential game-changer for marketing. However, you still need human intelligence to create strong content that’s original and relevant to rank high on the SERPs.

This new option from Google can become part of your digital toolkit but don’t expect it to become your star writer. The world still needs original, creative humans to deliver this experience.