AI is developing with increasing momentum and content marketers who don’t jump on for the ride will swiftly be left behind. The tools are already intelligent enough to understand inputted key phrases, entities, topics and competitor data in an effort to create the most optimised content for clients.
SEO experts are always looking for ways to streamline and save time, and one of the lengthiest efforts in SEO is content creation. Marketers are seemingly both relieved at the idea of a helping hand and a little unnerved at the prospect of potentially being replaced by a machine.
However, despite the increasing investment and improvements made to AI, so far these tools have fallen short of their inability to create human content. While they may be optimised ideally for search engines, they read mechanically and lack the human touch that makes content more accessible for relevant users. There can even be legal implications to be aware of too.
But, that doesn’t mean they still can’t be useful for our content SEO strategies.
What Google says about AI-generated content
Always ahead of the curve, Google has already implemented guidance for AI-generated content to help content marketers understand the effects it will have on search and rankings.
Google will not penalise content having been AI-generated, as long as it is still helpful to users and is in line with EEAT regulations. In fact, Google doesn’t really care about how your content gets there as long as it’s high quality, which has remained the same for many years. As long as the final published piece of content is original, reliable and useful then you’re onto a winning piece of content.
AI shouldn’t be used in a spammy way but should be used for useful analysis, provision of data, forecasts and predictions and ultimately as a tool to generate better quality human content.
How Google will prevent spammy AI-generated content
Despite this, however, Google knows there are still many black hat content marketers constantly seeking ways to use these new technologies as a means of cheating the system. As always, Google is more than prepared.
Google will critique all AI content as it does human-written content when indexing. This is using a variety of systems including SpamBrain which critically examines patterns to identify spam content and links.
Should marketers be worried about AI?
In a word, no. As Forbes explained, “GPT-3 is an extremely sophisticated text predictor”. This reassuring sentence now places GPT-3 in the same category as my iPhone’s autocorrect as it naively assumes I meant to say “duck”. In fact, we should look at how AI can be used for good, as Google suggests.
The use of AI could change how your content and copy teams work
Although it may not offer the level of sophistication required to replace human content marketers, it does offer a host of benefits that content marketers can utilise to make work smoother. For example:
- Quickly create variations of content to deliver to different audiences (think seriously bespoke press releases for targeting publications)
- Identify the most important pieces of information from a large dataset for creative campaigns
- Design sample headers
- Create rough drafts of content which you can refine.
Artificial intelligence isn’t coming for our jobs, it’s coming to make our jobs easier.
If the digital marketing world chooses to embrace AI as it develops, SEOs will likely use the technology for a host of applications, such as writing code, designing websites and scraping internet data. This will then allow the skilled, human marketers to put their efforts into what they do best; harnessing the power of emotion, anecdotes and relatability that taps into the real psyche of marketing that can never be replaced by a machine.
Wary of getting started with AI? Discover how to use AI without breaking the law or for more information on AI – as well as the fantastic content, SEO and digital PR services we offer here at NORTH, please don’t hesitate to get in touch with us today. We’d love to hear from you!