The advent of generative AI has revolutionized the landscape of SEO, prompting a critical examination of its implications for the search marketing industry. This article delves into the transformative journey of AI and its role in shaping contemporary SEO practices.
TLDR: "When everyone is using the same tools to create content, sometimes it takes being human to stand out."
Google's integration of artificial intelligence and machine learning into its search algorithm in 2016 marked a pivotal moment in SEO history. But it was the widespread adoption of ChatGPT in late 2022 that truly brought AI to the forefront, leaving an indelible mark on the SEO landscape.
Within marketing circles, a spirited debate rages on: Where does AI-generated content find its place, and how does it coexist with the traditional role of a copywriter in the era of ChatGPT?
The Role of ChatGPT in SEO: Let's cut to the chase here - ChatGPT content is horrible for SEO. It is a useful tool to have in your marketing toolbox, but it needs to be learned inside and out, and only then used with very careful consideration. Asking AI or ChatGPT to "write a homepage for my website" and clicking publish is a bad idea for many reasons, which we'll cover below. That being said, it does have it's useful sides. Asking it to help you brainstorm ideas for your homepage content can be helpful, but you (read: the human) should write the content yourself. Google will appreciate this if you do, and possibly punish you if you do not.
Uniqueness in SEO Writing: Google's mission is clear – to index a diverse array of web pages offering unique perspectives, answers, and ideas. This ensures a rich and varied user experience, the bedrock of internet search. Mere replication of competitors' content is a futile endeavor; Google readily identifies duplicates, jeopardizing your page's indexing and potentially leading to penalties. Reimagining existing content can be helpful, provided the output is better than the original in quality and uniqueness.
Google's Stance on AI-Generated Content: Recent shifts in Google's guidelines acknowledge the potential of AI-generated content, provided it aligns with the quality standards set for human writers. However, caution must be exercised, as AI should not be employed for malicious, misleading, or spammy activities. It is especially cautioned against in sensitive areas pertaining to "Your Money or Your Life" (YMYL).
Striking a Balance: Google's ranking algorithm places a premium on quality content. While utilizing automation to manipulate rankings is frowned upon, leveraging AI to enhance content creation is entirely permissible. AI serves as a powerful tool to augment the quality of your business's content (read: 'augment', not create).
Embracing the AI Wave: The surge in AI-powered content creation presents an unprecedented opportunity. Embrace this technological advancement to its fullest potential, ensuring your content strategy remains at the cutting edge of SEO practices.
Conclusion: As generative AI continues to reshape the SEO landscape, it is imperative to approach its integration with some old fashioned human TLC. Balancing human ingenuity with AI-driven capabilities promises to propel your content to new heights in the competitive realm of search marketing.