AI and Content Creation

In these times of "AI revolution", lots of people ask where we stand in regard to the use of artificial intelligence to create content for websites. Do we use it? Is it right to use it? Is it dangerous? Are there any SEO implications?

This is a very complex theme, but in this article, we'd like to collect some considerations, as always, in a very easily understandable way - no jargon allowed.

First of all, the obvious: what do we mean by AI. AI is the field of computer science focused on creating machines that can think and learn like humans, enabling them to perform tasks and solve problems autonomously.

Now, do we use AI in content creation at PinkSEO?

In our company, we utilise artificial intelligence-driven content generation tools such as ChatGPT and the like to enhance content creation processes.

This means that we leverage artificial intelligence technologies to assist in generating ideas, suggestions, and core drafts of high-quality content pieces.

While AI is a valuable resource, it's important to note that our human experts play the crucial role in refining and overseeing the personalisation of content generated by these tools. We tailor AI-generated foundations to each client’s specific business by adding the brand tone of voice, optimising for SEO by weaving in relevant keywords, adding product links, CTAs, etc, all taking into account EEAT factors to make each piece unique.

This combination of AI and human expertise ensures that our content is not only well-optimised for SEO but also maintains the quality, creativity, and authenticity that our clients and their audiences expect.

What is EEAT?

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) factors are crucial criteria that search engines use to evaluate the quality and credibility of web content.

• Expertise relates to the author's or website's level of knowledge and expertise in the subject matter.
• Authoritativeness is related to the credibility and reputation of the source or author within their field or industry.
• Trustworthiness encompasses factors such as transparency, accurate citations, and a history of reliable information.

These factors influence a page's ranking and visibility in search results, especially for content that can impact users' wellbeing, finances, or safety. Meeting EEAT criteria is essential for websites seeking to improve search engine rankings and build trust with their audience.

How does AI impact SEO and content creation?

With AI tools, businesses can expedite content creation processes and enhance keyword research, competitor analysis, search intent research, analyse data,? predict trends and more.

It's clear that AI already plays a significant role, a trend that will likely increase in the coming years.

However, we need to remain mindful of some possible issues.

Is AI the future of content creation and SEO?

Machine learning already plays a role in Google's algorithm (read more at https://ai.google/build) and appropriate use of AI or automation is not against Google's guidelines. Appropriate in this context means that it is not used to generate content primarily to manipulate search rankings, which is against Google's spam policies.

We need to remain mindful of the inherent limitations of AI-generated content that we instinctively can now get to perceive after becoming used to it: the typically monotonous style, the lack of creativity and emotion.

AI-generated content can also contain misleading or inaccurate information that, if published on a site without the appropriate human revision, might cause issues and even penalisations.

Therefore, I think it'd be safe to refer back to the Pareto Law, 80-20 and consider automating 80% of the content creation process, but always humanise at least 20% of it.

What are your views on this current scenario and where do you see us all going? I'd love to read your views.

(Image generated by the AI)