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Artificial intelligence (AI) is not new, but the last two years have seen massive developments in this field, assisted by higher data volumes, improvements in computing power and storage, as well as advanced algorithms. It almost feels like the online space is flooded with AI tools, each one aiming to improve efficiency and productivity.
As an active user of AI tools, I can easily claim that they are being increasingly adopted among content marketers and search engine optimization (SEO) specialists. And while there are immense potential benefits of using AI for content creation, there are also concerns about potential risks and penalties.
In this article, I offer an in-depth exploration of the topic, aiming to steer you in the right direction that won't get you penalties from Google. Let's get started.
Related: How to Leverage AI to Boost Your SEO Efforts and Stay Ahead of the Competition
The promise of AI-powered content generation
I doubt that there are any marketers and SEO specialists among us who haven't heard of at least some of the best AI content writing tools. One that stands out is ChatGPT, but there are many others that offer rich features and functionalities. Among the chief benefits that they offer content writers out there include:
Increase efficiency and scalability
Produce content at a faster pace
Improve content quality and optimization
Save money and resources
Improve consistency, creating without errors or fatigue
Enhance creativity and innovation, depending on the audience
Increase reach, traffic and conversions
Create content that is optimized for the user experience
Examine large volumes of data and discover trends
Determine users' search intent and interests
Create meta title and description ideas in addition to full-text articles
Help with keyword research
Improve branding through consistent content
Produce a polished result after feeding it rough material
Optimize new content pieces through natural language processing (NLP)
Potential risks and penalties
It was in March of this year that Google rolled out a Core Update. It resulted in hundreds of sites getting de-indexed — a massive problem for businesses and SEO specialists alike. One of the underlying reasons was the use of AI content.
While Google is not against AI content per se, it is against content that is considered too "thin" and of low quality. And it is right to follow this approach. That's because there are important concerns about the quality, authenticity and relevance of AI-generated content. Not to mention the ethical considerations around transparency and disclosure.
With AI content, these concerns are very real. Some AI content-related issues worth considering should be mentioned. They include when such content is:
Nonsensical and simply contains keywords for the sake of the keywords
Translated by an AI tool without human review prior to publishing
Has no regard for quality or the user experience
Uses automated synonymizing, paraphrasing or obfuscation techniques
Generated by scraping search results or feeds
Created from different web sources without adding value
Directly copied from other sources
Aims to manipulate or deceive search engines
Lacks originality, accuracy or context
Misleading, deceptive or harmful
Limited by repeated language patterns
Related: What Are 'Google Penalties,' and Why Do You Need to Avoid Them?
Striking the right balance
With so much potential yet so many challenges and limitations in AI-generated content, what does Google approve of? In its quality rater guidelines, it focuses on E-E-A-T or experience, expertise, authoritativeness and trustworthiness.
Roughly translated, this means content should add value to the user by offering original information and analysis, a holistic overview of a given topic and original angles. Content should also be free of grammar and style issues, shareable and not mass-produced or spread across multiple sites.
So, how does one strike the right balance between human expertise and AI-powered content generation? A few strategies I'd like to share that I personally use include:
Leverage AI for research, ideation and optimization while maintaining human oversight
Ensure AI-generated content is high-quality, relevant and aligned with user intent
Naturally integrate relevant keywords in your post and prioritize keyword optimization
Avoid duplicate content and plagiarism by ensuring your AI content is unique
Focus on readability by using short sentences and a good headings structure
Infuse your content with originality and creativity, avoiding the regurgitation that AI content generation tools are often known for
Implement clear disclosure and transparency practices around the use of AI
Offer depth and insightful analysis by demonstrating critical thinking
Replicate the human touch by embracing emotional intelligence and empathy when talking to your readers
Adapt your writing style and tone to different subjects and niches and show contextual understanding
Always review and edit your AI-generated content to meet quality standards and to align with your brand's voice
Add real value to your audience by addressing their questions and concerns, from AI-based product recommendations for email to insightful blog articles
Monitor your content for potential bias and focus on inclusivity and diversity
Incorporate a diverse number of credible sources to boost your credibility
Aim for smooth integration with your customer relationship management (CRM) tools, such as VoIP CRM integration, for more streamlined content workflows
Regularly monitor the performance of your content by tracking key metrics and refining where necessary
Related: 6 Ways to Pioneer Creative Content with AI the Right Way
Yes, AI content generation has many advantages, but it doesn't come without risks that need to be mitigated. That's why approaching this endeavor should always be accompanied by human insights and a personal touch.
This will help your audience gain maximum benefit from your content while ensuring Google doesn't penalize you for overly thin content that is considered spammy. It's about finding the right balance for your specific SEO and content marketing needs while keeping your readers top of mind at all times.
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