One way you can grow your business’ online presence is through Search Engine Optimization (SEO), which centers around improving organic traffic to your website by increasing your visibility to search engines, such as Google and Bing.
To increase SEO rankings, many owners write web content that includes target keywords. The hope is that your website will rank higher for searches that include those keywords, which means more people will find your website.
However, business owners have recently turned to artificial intelligence (AI) to help them write copy with the purpose of increasing SEO rankings, creating a lot of buzz in the SEO world. We wanted to provide some background on AI-generated content, what is currently available on the market, and the pros and cons of using AI to boost your SEO.
What is Artificial Intelligence?
Generally speaking, artificial intelligence is the programming of computers to complete tasks and solve problems that typically require human input. It is supposed to mimic human intelligence by learning and adapting to new information.
AI has been developed over the years to help people become more efficient. Because of this, it has been adopted by many industries and trades, including marketing.
What is AI-generated Content?
AI-generated content is exactly how it sounds: content, such as web copy or an article, that was written by AI. Many are utilizing AI chatbots to write fresh, relevant content that will boost engagement amongst readers, and be noticed by search engines.
Currently, there are two AI chatbots that are making headlines: Microsoft’s ChatGPT and Google’s Bard. If you have not had the opportunity to try either of these out, the idea is simple: you ask the chatbot a question or type a command, and it will supply an answer. These chatbots can handle a wide range of tasks, including writing copy, drafting emails, holding a conversation, explaining computer code in different programming languages, and much more.
So, instead of a human hand at the helm of writing copy, you can ask either of these tools to write about a topic or product for you, and like magic, it appears within seconds. This is what makes AI chatbots so attractive to business owners. If you don’t have time to write fresh content for your website (which has been proven to boost SEO rankings) then why not take advantage of an AI tool to write the copy for you?
Concerns with Using AI-Generated Content
However, before you begin down this track, there are some things to consider in order to ensure you are using these AI tools the best way possible.
Algorithms Don’t Like AI Content
There are mixed responses from search engines about promoting content written by AI. Google has said that “Using automation – including AI – to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.” In other words, Google knows what content has been written by an AI and which has been written by a human, and using content written by an AI to improve your SEO ranking will not fly with them.
However, for Microsoft’s Bing, this appears to be a gray area. There’s isn’t a lot of information available regarding Bing’s rules regarding AI generated content yet. Since they have a stake in the success of ChatGPT, owning significant shares in the parent company of ChatGPT, it makes sense that the search engine company would encourage folks to utilize the tool. However, keep in mind that folks are more concerned about SEO rankings in Google, as it continues to be the dominant search engine.
Lack of Authenticity and Creativity
Google likes content written by humans, for humans. An AI chatbot can help you deliver content that is packed full of keywords, however, it can also lead to your copy sounding robotic and unnatural, which readers will find difficult to read and perhaps disengage. So, while Google does encourage you to use keywords that you wish to rank for, the search engine promotes content that is written with a human touch.
While the AI chatbots are incredibly smart, they certainly are not error-proof. The content provided by the AI chatbots often needs heavy editing, which can take time. This is something that business owners need to be aware of if they wish to use the ChatGPT or Bard.
How AI-Generated Content Can Help Business Owners
Taking these concerns into consideration, there are viable ways for business owners to use AI-generated content so that they can be more efficient and continue to push new copy on their website. Here are some of our suggestions:
One of the most time-consuming parts of the writing process is the research, and this is where ChatGPT or Bard may come in handy. Because the chatbots take information from across the internet and bring it together in a cohesive way, you can save time doing upfront research about a topic. Simply ask the chatbot to provide information or articles, and you will be able to see results all in one place.
Use it as a Starting Point
Another obstacle to overcome in the writing process is creating an outline and first draft, and this is yet another great opportunity to use an AI chatbot. You can ask the AI chatbot to pull together a blog, article, or web copy on any given topic, even going as far as asking it to include specific keywords, and you can use it as a starting point.
Once you have information provided by the AI, this is where you come in to add your own knowledge and human touch. Once you’re satisfied with where the draft is at, go through the normal editing and proofing process, and you have your website-ready content! Now you have copy for your website, but it will not be downgraded by Google for being strictly AI-generated content.
Social Media Posts
Another way you can utilize an AI chatbot is for social media. Having a presence on social media platforms is important, but many owners get stuck on writing copy for a post. Using a chatbot to come up with copy for a social media post can help you cut out the time it takes to draft up posts, and is an easy solution to keep engaging with your audience.
Remember: Your Audience Wants to Hear from You
Yes, your audience wants to hear from you, the expert in your field! There are some amazing things that AI chatbots can do to help your business grow, but nothing can replace your voice and connection with your audience.
One of my favorite parts of my job is helping clients strengthen their online presence with SEO tactics and best practices, all so they can succeed. No matter the season you are in, Blackhawk Bank wants to help you create a solid foundation and help you achieve your goals. If you are ready to take the leap and see how we can help your business grow, our bankers can help. Contact a business banker today to learn more.
Marketing Content Specialist