I was surprised to see a few months ago, when attending the Brighton SEO conference, that a lot of the discussion centered on artificial intelligence (AI) content and the possible benefits and drawbacks that computer-generated content may bring to our industry. The Web Summit in Lisbon held the previous year was also jam-packed with start-ups looking into AI content solutions. Does their product meet the market, though? Why is AI content important for SEO?
Let’s examine the influence, difficulties, and opportunities that artificial intelligence content offers.
The audience was faced with many challenges and more questions than it was possible to answer during Matt Bennett’s great presentation on AI at BrightonSEO. It was also amazing to meet John Mueller, who works for Google’s Central Search Team and is essentially the person in charge of responding to autonomously generated content.
AI, which is developing rapidly, can play a significant role in SEO strategy by identifying opportunities, such as related keywords. In addition to other services, its algorithms and speed can assist firms in streamlining procedures and improving the accuracy of keyword research, competitor analysis, and search intent research. Although AI content has advanced significantly, as we shall see, it is still not entirely functional.
The Current State of AI Content Creation
In a recent study by Agency Collective of 64 content-generating agencies, 65% of respondents claimed they were already using AI technologies in some capacity, while 29% said they had utilized them in a production project.
GPT-3, an autoregressive language model that makes use of deep learning and text that has been extracted from the internet to create human-like text based on 175 billion factors, is now the leader in AI content development. The sample below demonstrates how it can take common prompts like “once upon a time” and grow them into fully-formed, logical content that is frequently indistinguishable from writing written by human authors.
Will Google permit AI to be used in content generation and SEO strategies? This is the crucial question. In August last year, Google revealed the debut of a new algorithm change, called the Helpful Content Update. With this change, a new ranking signal is introduced, and it will have a negative effect on websites that provide a lot of content that is either unhelpful to searchers or has poor added value. With this policy, it will be “better-ensured consumers see more original, helpful information authored by people, for people, rather than the stuff made exclusively for search engine traffic,” including AI-produced content.
Google will essentially accept AI-generated material to the extent that it is helpful to people, which should be the objective of any company that interacts with users. However, if manipulating search results is the primary objective, we will penalize it.
According to a recent statement by John Mueller, “if you’re utilizing machine learning technologies to generate your content… it’s still automatically generated content, and for us (Google), that means it’s still against the webmaster guide.” Google is unable to consistently penalize content produced by AI since it cannot be detected automatically. It does not mean they won’t in the future, though. Finally, if you don’t know how to utilize the tool correctly, you might produce unintelligible, low-quality text that could result in Google penalizing you. If your AI-generated content doesn’t amuse the reader or offer value, you’re still likely to notice a negative impact on website traffic and engagement, even if Google lets it slip. AI is not the panacea that some content creators may believe it to be.
Recent industry data offer some fuel for thought regarding the subject of whether AI-generated material can be trusted. An extensive recent survey found that 82% of participants would not trust online content that had been created by artificial intelligence. When it came to news (92%), movie reviews (94%), and health information (88%), there was a distinct lack of trust. So it’s reasonable to say that people don’t trust the content that expressly labels itself as artificial intelligence (AI), and they REALLY don’t trust some of it.
In a blind test, however, it actually performs well when compared to text that was written by humans. In one experiment, human-generated writing performed somewhat worse than AI-generated language in terms of the trust (73% mean trust score versus 74%), engagement (67% mean trust score versus 69%), and knowledge (73% mean trust score versus 77%). So, it’s possible that some types of AI material are read more frequently online by internet consumers than their less expensive human-produced counterparts.
Primary AI Content Creation Tools
- Copysmith: Copysmith is a piece of AI copywriting software designed to create material for marketing purposes. This material consists of things like product descriptions, blog entries, social media ads, and Google adverts. Large marketing companies and teams focused on eCommerce should use it.
- ChatGPT: ChatGPT is a chatbot with added features. It has a variety of purposes, many of which we haven’t even discovered yet. Through the use of this bot, individuals and businesses may produce high-quality content more quickly, such as emails, business pitches, blog posts, Facebook and Twitter ads, landing pages, product descriptions, etc. ChatGPT is capable of anything.
- Jasper AI: Jasper AI is an AI writing tool for producing and enhancing short- and long-form content, such as product descriptions, Facebook ad headlines, picture captions, YouTube video descriptions, and more. That is the AI tool that I have utilized the most thus far.
The Benefits and Restrictions of AI Content Creation
The majority of human-written material cannot compete with the speed, cost, and ease of AI content production. However, there are still a lot of restrictions. From the perspective of your readers and Google as well, it is frequently difficult to discern from user-generated material, therefore nothing is certain to protect your brand or SEO positioning. It’s always a good idea to adhere to Google’s rules and regulations.
In order to understand the purpose of searches and rank pages appropriately, Google itself uses AI. Google’s mission to deliver the best search results to users is therefore driven by AI. This is wonderful news for businesses looking to produce the finest content they can on a certain subject. For people who lack the knowledge of what to write about, what to emphasize, and how much of it, AI won’t be useful.
Use cases for AI content production include:
- Ad copyright writing
- Producing millions of product descriptions
- Creating a meta description or Link
- Assisting with brainstorming content ideals
- Making content that is data-driven
- Identifying winning creative before launch and without A/B testing, such as digital advertisements, landing pages, and CTAs
- Selecting topical clusters and keywords for content
- Enhancing the content of websites for search engines
Now that we have examined the benefits of adopting AI content, let’s look at its drawbacks. Since AI content is by definition a rehash of web content, it needs to take into account fresh data and changing situations. One very noticeable example of how AI tends to auto-complete words is “the President of the United States” with “Donald Trump”.
Another well-known instance involves a gardening page about a “creeper plant” that spits out unrelated information about a “creep”. Although the AI world welcomed GPT-3 as a milestone following its introduction last year, Daniel Leufer, an expert on artificial intelligence at digital rights organization Access Now, claims that the program is really simply a “very fancy auto-complete.”
While AI content generation has so far remained largely uncontroversial, high-profile AI gaffes are frequently made in other fields. For example, Microsoft’s AI chatbot was defaced by Twitter trolls and later removed, and Amazon’s recruitment AI was abandoned after it was discovered that its engineers had used misogynistic bias in its training.
The repercussions of ingrained prejudices are becoming more and more obvious as politicians and society embrace this type of technology. In fact, AI frequently repeats the worst biases of its human developers. The African-American star of Marvel’s “Black Panther,” Michael B. Jordan was added to a list of people wanted for a mass shooting on Christmas Eve 2021 after AI-based facial recognition algorithms used by American police forces failed to discriminate between black faces.
The content-generating strategy adopted by your firm is not likely to produce errors of this magnitude. Yet with the system’s bugs still being worked out and plenty of accessible, affordable human alternatives, do you really want to take that chance?
A Significant Impact on the Future of Content
Despite its clear benefits, AI is not yet developed enough to be used only for content development. Even if we ignore the potential for disaster mentioned above, in my opinion, AI cannot produce content that is engaging or in-depth enough to keep readers interested. Instead, content needs editorial board oversight to ensure that it meets the necessary standards for quality.