Balancing AI and Human Expertise for SEO Success

With the rise of artificial intelligence (AI), many platforms have been on the rise for business management tasks. One is search engine optimization (SEO), which aims to increase a company's visibility on search engines. While AI is definitely efficient, there are also significant drawbacks, which is why you should be very careful when utilizing these platforms. There must be a balance between the human and robot, which is what SEOs have been saying for years when it comes to evaluating search intent and a website's user experience.

"It is important to remember that this technology should be used to enhance human creativity rather than completely replacing it." - Search Engine Watch

The importance of SEO

I'm actually surprised that there are companies who wonder if SEO is even important. In this day and age, SEO shouldn't even be a question. Everyone is online; and like every marketing channel, websites are no different. There are best practices for managing every marketing channel to perform at its best. A website is online and its visibility is controlled by search engines. Therefore, to ignore the rules of what search engines consider quality can be detrimental to business.

One of my LinkedIn connections, an OMCP instructor who works with some of the world's biggest brands and most prestigious universities, said this in one of his LinkedIn posts:

"Every day, I look at analytics, and 99.9% of successful businesses I see have one common thread – SEO. Search engines are their number one source of visitors. Not only that, it’s the number one source of conversions, business, leads – whatever the business goal."

To simplify it, SEO is very important for businesses to attract more visitors to their websites. Increased visibility on search engine results pages can help turn casual viewers into engaged customers. SEO remains a sustainable marketing strategy, unlike some other methods, such as social media marketing, which can be unpredictable.

Understanding how to use ChatGPT

One of the main advantages of using AI tools like ChatGPT is their ability to generate content quickly. While this speed can help companies save time and resources, ChatGPT is really only as good as its prompts. And to not look at it for what it is, a tool, could cost your company some serious dollars.

In June 2023, a lawyer representing a man in a routine personal injury lawsuit against an airline used ChatGPT to prepare a filing. The tool, however, produced fake cases, which the attorney subsequently submitted to the court. This led the judge to consider imposing sanctions, as the legal community contends with one of the first instances of AI-generated errors appearing in court.

Additionally, AI tools are challenging our understanding of fundamental issues related to authorship and copyright protection. With the current version of ChatGPT, it's unclear whether certain outputs might be considered derivative works of underlying copyrighted material, posing a potential risk of infringement if the output is subject to copyright protection.

Low-quality content can lead to poor SEO performance and undermine the company's credibility. Additionally, AI-generated content might lack the uniqueness required to stand out in a competitive market. Search engines know what content is generated by a robot. Since AI has to use historical information to create content, it is not unique. Therefore, that content will not help you to increase visibility on these platforms.

Balancing AI and human expertise

While AI tools can be useful for personal projects, relying on them for business-critical functions, such as SEO, is risky. The potential for producing low-quality, inaccurate content can have severe consequences for a company's online presence and customer trust.

Hiring professional writers ensures that the content is high-quality, factual and engaging. This approach not only enhances the relationship between the company and its customers but also boosts SEO performance, ultimately leading to better visibility and connection with your audience.

In conclusion, while AI offers some advantages in content creation, the risks associated with using these tools for SEO far outweigh the benefits. Businesses should prioritize human expertise to ensure their content is reliable, accurate and capable of driving SEO success.

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