Is AI Content Bad for SEO?

Nobody wants to see the sausage being made, right? But if it’s really delicious sausage, does the machinery behind its manufacture matter? It’s basically the same question content creators are asking right now about using tools like ChatGPT. Is AI content bad for SEO?    

Is AI Content Bad for SEO?

The short answer is, it depends more on the content than the tools used to create it. As Andrew Hutchinson writes in Social Media Today, “pumping out a bunch of SEO-optimized junk from ChatGPT is no good – but useful, valuable, thoughtful uses of AI are different.” Google, which of course, decides what ranks and what doesn’t, has said “good” content: 

• Is offered and authored by experienced sources who can provide expert information.  
• Includes information from authoritative sources. 
• Is trustworthy. 

If you want to use a tool like ChatGPT to help you create this quality content, have at it. You won’t be jeopardizing your SEO rankings. 

What Else Should Good Content Contain?

Google says it rewards content with a solid reason for being. This kind of content: 

• Has a purpose and seeks to answer questions people are asking or provide information they need.
• Is reliable enough that people won’t feel they have to consult another source to verify the information provided.   
• Is written for people first, meaning it could contain some emotion, some nuance. As Neil Patel says, “emotion matters in marketing. When it comes to consumer buying behavior, feelings are more influential than any other variable, so you should try to invoke emotion through your content.”

Can I Use AI Content on My Website?

Absolutely, as long as you follow the above advice and edit the content carefully. As Yoast says: “You can use AI tools as part of your content creation process. However, you must do a human edit before hitting publish.” Be sure to: 

• Fact check content created by AI carefully. 
• Keep in mind that tools like ChatGPT may not be accessing the most current information. 
• Read content carefully and skeptically: If something sounds off or inaccurate, check it against credible sources. 
• Spot check the content AI provides to make sure it is not duplicated elsewhere. 

Another warning from Google’s Search Central: “If you use automation, including AI-generation, to produce content for the primary purpose of manipulating search rankings, that’s a violation of our spam policies.”

How Can AI Help Me Market My Business?

Now that we’re clear on Google’s take on AI, let’s look at other ways to use this powerful tool. Keeping the above caveats in mind, branch out by using AI to create: 

• Social media posts. (Try working with ChatGPT to create a fun and engaging quiz for your followers.) 
• Blog topics with grabby headlines. 
• Boilerplate verbiage for press releases or award submissions. 
• A list of lead generator ideas. 
• And many more. 

Can AI Replace My Marketing Team?

It could help your marketing team accomplish some tasks more effectively, but marketing knowhow remains critical. Remember, AI is just a tool. It doesn’t matter if you replace your hammer with a high-powered nail gun: If you don’t know how to build a house, that nail gun isn’t going to ensure a well-built home. Your marketing team should: 

• Understand your growth goals and your audience of potential customers and clients. 
• Follow a clear strategy to reach those goals.
• Help you craft strong messaging that appeals to your audience. 
• Be aware of trends in your industry or marketplace. 

Is Your Content Working Hard for You?

No matter how it’s written, strong content can help your business get leads and grow. If you aren’t leading with an authoritative blog or harnessing the power of social media, you could be missing out. Contact us today for a non-salesy discussion on where marketing could take your organization.